B2B SaaS revenue operations benchmarks
A benchmark shows what normal looks like for a B2B SaaS revenue team. Each figure sits beside its source, sample and date, and ranges with no stated sample are labeled that way or left out.
Key facts
- MQL to SQL is the stage where channels differ most: 51% for SEO against 26% for paid search, in First Page Sage's B2B SaaS benchmarks. B2B SaaS funnel conversion benchmarks →
- The median private B2B SaaS company spends 8% of ARR on marketing and 15% on sales, in SaaS Capital's 2026 survey of more than 1,000 companies. B2B SaaS marketing spend as a share of ARR →
All Benchmarks articles
B2B SaaS funnel conversion rates
Benchmarks
B2B SaaS funnel conversion benchmarks by stage and channel
B2B SaaS funnel conversion rates by stage and channel, from visitor to closed deal: SEO, email, webinars, LinkedIn and paid search, with sources and samples.
B2B SaaS marketing spend percentage of ARR
Benchmarks
B2B SaaS marketing spend as a share of ARR: 2026 benchmarks
Private B2B SaaS companies spend a median 8% of ARR on marketing and 15% on sales, per SaaS Capital's 2026 survey of 1,000+ companies. By funding and size.
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