What are average conversion ratios in the sales funnel?

The average conversion metrics in the sales funnel that were reported by respondents were as follows:

  • 7% of responses or inquiries in the sales funnel converted to a marketing qualified lead
  • 31% of marketing qualified leads in the sales funnel converted to sales qualified leads
  • 46% of sales qualified leads in the sales funnel converted to forecasted deals
  • 34% of forecasted deals in the sales funnel converted to closed won deals


View the Full Infographic – the Marketer’s Guide to B2B Sales >>

About the B2B Survey

The online survey was conducted in the fourth quarter of 2012 with U.S. companies selling B2B.  247 completed surveys were compiled across multiple industries and revenue ranges.  Approximately, one-third of the companies included had revenue of less than $10M and one-quarter had revenues in excess of $500M.  More than half the respondents identified themselves as marketing executives (director or above), just less than a quarter were marketing managers and almost 15% were categorized as sales managers.  Approximately 55% of the companies represented were public companies.

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