stage-conversion-rate-benchmarks.md
Stage Conversion Rate Benchmarks
On-demand reference for the deal-velocity-engineer skill.
These are the system's vital signs. If conversion drops at a specific stage, that's the constraint.
Full-Funnel Conversion Rates
| Stage Transition | Good | Great | Best-in-Class | Source |
|---|---|---|---|---|
| Lead → MQL | 15-20% | 20-30% | 30%+ | Altior RevOps 2025 |
| MQL → SQL | 30-40% | 40-50% | 50%+ | Pixelswithin 2026 |
| SQL → Opportunity | 50-60% | 60-75% | 75%+ | Altior RevOps 2025 |
| Opportunity → Closed-Won | 15-22% | 22-30% | 30%+ | Optifai 2024 (939 companies) |
| Overall Lead → Customer | 2-3% | 3-5% | 5%+ | Industry composite |
Win Rate by Segment
| Segment | Average Win Rate | Top Quartile | Source |
|---|---|---|---|
| SMB | 30-39% | 45%+ | Digital Bloom 2025 |
| Mid-Market | 22-30% | 35%+ | Optifai 2024 |
| Enterprise | 18-25% | 31%+ | Digital Bloom 2025 |
Stage-Specific Win Probability
| Stage | Historical Win Probability | Use For |
|---|---|---|
| Discovery | ~40% | Weighted pipeline calculation |
| Solution Presented | ~55% | Forecast sanity check |
| Proposal Sent | ~65% | Pipeline coverage math |
| Negotiation | ~85% | Commit validation |
Source: Optifai 2024 (939 companies, opportunity-to-closed analysis).