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Do You Have Bad Pipeline Conversion Rates? (Here's How You Know)

Over the last ten years, I've managed, and researched sales funnel analysis on conversion rates.

The truth is, 90% of the time, I wasn't sure I was working off the right metrics.

Use these assumptions below and throw the rest away:

Funnel Stage Average Conversion Rate:

Note: The problem here is that every company/person has a different definition of an MQL, SQL, and Sales Opportunity. Make sure yours is transparent so as not to skew numbers.

New Lead > Meeting attended


A meeting attended > SAL


SAL > Opportunity


Opportunity > Deal


If 31% seems high, you can also assume from SQL to close that 20% is about average. 30% is a good target; obviously, anything above is phenomenal.

Opportunity-to-Close rates should be >20%, but they vary widely depending on the industry, product offering, and price. It's painful to be a marketer when rates are <20%. There's honestly not a ton Marketing can do to help, but it puts exponential pressure on the top of the funnel (I've been there, it's no fun).

Deal close rate assumptions:

1. Deals < $2,000 in ACV should close on average within 14 days.

2. Deals < $5,000 in ACV should close on average within 30 days.

3. Deals < $25,000 in ACV should close on average within 90 days.

4. Deals < $100,000 in ACV should close within 90-180 days, depending on # of stakeholders and gates.

5. Deals > $100,000 in ACV will take 3–9 months to close on average. They can take the better part of a year, as these purchases are budgets on Annual cycles. Some deals will be faster, some shorter. But on average.

Now, like magic, you don't have to spend ten years learning about *conversion metrics* and focus on improving revenue flow-through.

Whenever you're ready, there are three ways I can help you:

(1) DUE DILIGENCE FOR INVESTORS & CEOs: A bespoke framework and capability model 'DEMAND KARMA' that delivers DD services to investors, VC firms and CEOs.

(2) ADVISORY: Retained advisory at funded scale-ups. A simple monthly fee. Helping CEOs build a scalable marketing machine. (Booked out until December)

(3) STRATEGY COACHING: Book time on my calendar to work through a standalone project or to get answers to your most pressing marketing strategy and execution questions.

If you're interested, let's jump on a call to see if you're a good fit.

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