Dear SaaStr: What Metrics Should I Be Using to Measure My Outbound Team? We are targeting $30k deals.
For mid-market outbound, the funnel stats can vary depending on your execution, but here are some benchmarks to keep in mind:
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Connect Rate: If you can get 5% of your targeted accounts to take a meeting or demo, you’re in a good spot. North of 10% is a sign to really lean in on outbound. This is a key metric for outbound success. It shows you’ve nailed your targeting and messaging. Anything below that, and you need to revisit your ICP (ideal customer profile) or outreach strategy.
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Demo-to-Close Rate: A good demo-to-close rate for midmarket is typically around 10%-20%. If you’re below 8%-10%, your sales team will struggle to hit quotas, and you’ll burn them out. On the flip side, if you’re above 20%, it might mean your top-of-funnel isn’t broad enough, and you’re only attracting highly qualified leads.
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Outbound Conversion Rate: For assisted outbound (where sales reps are actively involved), aim for a conversion rate of 15% from lead to opportunity. Higher in SMB. If you’re below that, you might need to refine your pitch or improve your follow-up process.
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Sales Cycle Length: Simpler SMB deals typically close in 30 days or less. Midmarket deals typically close in 3-6 months. If your sales cycle is dragging beyond that, it’s worth analyzing where deals are getting stuck—whether it’s in discovery, proposal, or negotiation stages.
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Pipeline Coverage: You’ll want at least 3x pipeline coverage to hit your targets. This means if your quarterly quota is $1M, you should have $3M in pipeline at the start of the quarter.
And a great deep dive on how Rippling does it here:
