Outbound Wiki
Browse the wiki

Article

Sales funnel conversion benchmarks for 2023

gradient.works

Open at publisher

Quoted on this wiki

Every place a page here uses this source, in the order the words come in it.

  1. “These numbers will vary depending on how you define each of the marketing funnel conversion stages, and what precisely goes into an MQL, SQL, and opp for your team.” We’ve identified as many recent figures as possible and noted when a number was first cited (and where) in the list below. Hopefully, this is a large enough grain of salt. Now with that salt, please enjoy. Marketing and sales funnel conversion rates General changes Win rates have decreased to 17-20% (2023, Winning by Design) Number of stakeholders in a deal increased to 10 in 2022 (2023, Ebsta & Pavilion) 42% of companies saw a decrease in quota attainment in 2022 (2023, Everstage & RevOps Co-op) 63% of companies are facing significant challenges with outbound (2023, Everstage & RevOps Co-op) Pipeline generation down 47% in 2022 (2023, Ebsta & Pavilion, see chart below) Inbound to MQL 13-15% is one of those vague industry-accepted standards (pre-Covid, no original source) 11-15% (2023, Winning by Design) 12-25% (2018, Gartner) 33% (2022, RevOps Squared) 39% (2021, First Page Sage) MQL to SQL 13% is the vague industry-accepted average MQL to SQL conversion rate (pre-Covid, no original source) 12-26% (2018, Gartner) 16-20% (2023, Winning by Design) 21% (2019, TOPO/Gartner) 20% (2022, RevOps Squared) 38% (2021, First Page Sage) SQL to opportunity 42% (2021, First Page Sage) 59% for SDR-sourced leads (2019, TOPO/Gartner) Opportunity to close 20% is the vague industry-accepted standard (pre-Covid, no original source) 6% (2014, Implisit & Salesforce) 10-28% (2023, Winning by Design) 37% (2021, First Page Sage) 22% for SDR-sourced deals (2019, TOPO/Gartner) Sales cycle length Sales cycles lengthened 32% from 2021 to 2022 (2023, Ebsta & Pavilion) Nearly half of companies have seen increases in sales cycles (2023, Everstage & RevOps Co-op) Startups have seen a 24% increase in sales cycle, with the biggest increases in enterprise deals, which are 36% longer (2023, Tomas Tunguz)

    In Outbound funnel conversion assumptions

Quotes are verbatim and belong to their publishers. Where a quote has been translated, the original wording is kept below it.