Your Funnel Stages

Monthly Prospects

Total potential buyers who entered your pipeline this month — website, ads, outbound, referrals, events. Find this in your CRM or sales tool.

Monthly Leads

Form fills, demo requests, chat captures, trial signups — everything that enters your funnel.

Marketing Qualified Leads

Leads your team flagged as a fit for sales. If you don't track MQLs formally, use leads that met your basic ICP criteria.

Sales Qualified Leads

Leads sales confirmed are worth pursuing — had a call, showed real buying intent, match your ideal customer.

Opportunities

Active deals in your pipeline right now — companies you are in active conversation with.

Closed Won (from Opps)

Deals closed from the opportunities above — not total leads. This is your opp-to-close count, not your overall lead close rate.

How we grade this

Funnel Leak Detector

Grading metric: Overall visitor-to-close rate

A> 0.5%

B0.1–0.5%

C0.02–0.1%

F< 0.02%

Formula

Funnel Rate = Closed Won ÷ Total Visitors × 100

Source

First Page Sage B2B SaaS Benchmarks 2025 · OpenView SaaS Benchmarks

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MQL to SQL Conversion Rate Calculator: Finding and Fixing the Stage That Costs You the Most

Funnel efficiency measures how effectively your marketing and sales process converts a visitor into a closed customer across five distinct stages: Visitor to Lead, Lead to MQL, MQL to SQL, SQL to Opportunity, and Opportunity to Closed-Won. Most B2B organisations lose 95–99% of their visitors before a deal closes — but where that loss occurs determines the fix.

The most expensive funnel leak is rarely where teams assume. A visit-to-lead rate of 2% looks alarming, but improving it to 4% only doubles your leads — and does nothing if MQL-to-SQL conversion is 5%, meaning most of those extra leads will never reach your sales team anyway. The highest-leverage improvement is always at the stage with the worst conversion rate relative to benchmark, not the stage with the most absolute drop-off.

The 2026 benchmark for overall B2B funnel conversion (visitor to closed customer) sits between 0.1% and 0.5% for high-performing organisations. A rate below 0.02% indicates a systemic problem — not a single stage issue — and typically requires both a messaging and a process intervention simultaneously.

0.1–0.5%

Benchmark: Visitor-to-Closed-Won Rate

3–7%

Benchmark: Visit-to-Lead Rate

25–35%

Benchmark: Opportunity-to-Won Rate