tracks merge at MQL · SQL · Closed Won
Inbound Spend
45–55%
of program budget
Content / SEO25–35%
Paid Search12–18%
Email & Nurture5–10%
SEO 3-yr ROI: 748%. Email $36–$40 per $1. Highest long-term efficiency.
SEOGoogle AdsEmail
Outbound Spend
20–30%
of program budget
ABM / Events10–15%
SDR / Cold Outreach8–12%
LinkedIn Ads5–8%
70/20/10 rule. SaaS Magic Number target: >1.0. Goals-driven: Target Customers × Target CAC = Budget.
ABMSDREvents
02 · Lead Generation (TOFU)
Inbound Channels
~$164
Average CPL
Referrals~$25
Organic Search~$31
Google Ads$75–$120
PLG: 6% visitor-to-signup. Organic close rate 14.6% — 8.6× better than outbound. Visitor→Lead: 1.4%.
SEOPLGReferralPaid
Outbound Channels
~$310
Average CPL
LinkedIn Ads$150–$250
Trade Shows~$840
SDR Cold Email$267–$1,980
Cold email reply: 5.1%. Multi-channel outbound = 287% better results. ABM = 208% higher revenue.
Cold EmailLinkedIn DMEvents
Behavioral Scoring
+25 pts
Demo Request (top signal)
Pricing page+15
Content download+10
Email click+5
Blog visit+1 to +3
Decay: −25%/month inactive. ≥65 pts = auto-route to sales.
HubSpotMarketo
Firmographic Scoring
+25 pts
ICP Company Size Match
Target industry+20
C-level title+20
Tech stack fit+15
Personal email−10
Dual matrix: A–D fit × 1–4 engagement. "A1" = immediate handoff. Competitor domain: −20 pts.
ZoomInfoClearbitBombora
🏷️MQL — Marketing Qualified Lead
Both tracks qualify here · threshold: 50–80 pts
Lead → MQL: 39–41% · LVR target: 8%/month
MQL → SQL Conversion by Channel
Inbound channels convert 2–4× higher · outbound SQLs are 50% larger ACV
Inbound MQL→SQL
25–51%
SEO 51% · Email 46% · Webinar 30% · Paid 26%
Outbound MQL→SQL
13–20%
ABM 20% · Events 17% · Cold Email 15% · LinkedIn 13%
Overall Benchmark
13–40%
SAL rejection >30% = scoring criteria mismatch signal.
✅SQL — Sales Qualified Lead
BANT (SMB) · MEDDIC (Enterprise) · <5 min response SLA
SQL → Opportunity: 42% · Pipeline coverage: 3–5×
pipeline splits by segment
Inbound — SMB / Mid-Market
21–45 days
Sales cycle · BANT
SMB win rate20–25%
Mid-Market win rate22–30%
Opp → Close (SMB)39%
Closes 1.6× faster than outbound. Proposal stalling >21 days = 70% lower close rate. Deal Velocity = (Opps × ACV × Win%) / Days.
BANTDeal VelocitySelf-serve
Outbound — Enterprise
90–180 days
Sales cycle · MEDDIC
Enterprise win rate18–25%
Opp → Close (Ent.)31%
Multi-thread lift2.4×
50% larger ACV. 3+ contacts = 2.4× close rate. 6.8 stakeholders avg. Weekly reviews = 26% more revenue.
MEDDICMulti-threadChampion
tracks converge at Closed Won
🎉Closed Won
Median win rate: 19% (2024 Gong) · down from 23% in 2022
LTV = ARPA × GM% / Churn · LTV:CAC 3:1 target · Payback <18 mo
Revenue Analytics
Post-conversion — retention, expansion, efficiency
SMB / Mid-Market
97–108%
NRR. LTV $15K–$200K. Churn 1.5–5%/mo.
Enterprise
118%
NRR median. LTV $300K–$1M+. Top quartile >130%.
Rule of 40
≥ 40
Growth% + EBITDA%. Quick Ratio >4. Expansion ARR = half CAC of new logo.
07 · Attribution & Closed-Loop Analytics
Inbound Attribution
W-Shaped
Multi-touch model
First touch30%
Lead creation30%
Opp creation30%
All other touches10%
Algorithmic (Markov/Shapley via GA4). Last-click → algorithmic = 34% more leads, 18% lower CPL.
GA4MarkovShapley
Outbound Attribution
MMM
Marketing Mix Modeling
Meta Robyn (R)Open source
Google Meridian (Py)Open source
Offline / eventsHandled
Top-down aggregate model. Privacy-safe. Captures brand-building effects multi-touch misses.
RobynMeridianBudget Opt.
// North Star Benchmarks · B2B SaaS 2025
8%
Marketing / ARR
Median spend ratio
$237
Blended CPL
B2B SaaS average
39–41%
Lead → MQL
Conversion rate
51%
SEO MQL→SQL
Highest by channel
19%
Median Win Rate
2024 Gong data
3:1
LTV : CAC
Minimum target
118%
Enterprise NRR
Median 2025
18 mo
CAC Payback
Median 2024