B2B Manufacturing Funnel Benchmarks for 2026 Planning

Benchmarks are a sanity check, not a trophy. Use these ranges to set targets, spot gaps, and prioritize work. Your mix, product, and cycle length will shift the exact number. Treat this as a starting line.

How to read these ranges

• Bands reflect common patterns in industrial and manufacturing markets.
• Use the range that matches your typical deal size and cycle.
• Track both rate and count. A healthy rate on a tiny base misleads.

Benchmarks by ACV band

ACV under 15,000 dollars

• Visit to lead: 1.5 to 3.0 percent
• Lead to MQL: 35 to 55 percent
• MQL to SQL: 45 to 65 percent
• SQL to Opportunity: 55 to 70 percent
• Win rate: 25 to 35 percent
• Median sales cycle: 30 to 60 days

ACV 15,000 to 50,000 dollars

• Visit to lead: 1.3 to 2.2 percent
• Lead to MQL: 30 to 50 percent
• MQL to SQL: 40 to 60 percent
• SQL to Opportunity: 50 to 65 percent
• Win rate: 22 to 32 percent
• Median sales cycle: 60 to 120 days

ACV 50,000 to 250,000 dollars

• Visit to lead: 0.8 to 1.5 percent
• Lead to MQL: 25 to 45 percent
• MQL to SQL: 35 to 55 percent
• SQL to Opportunity: 45 to 60 percent
• Win rate: 18 to 28 percent
• Median sales cycle: 120 to 210 days

ACV above 250,000 dollars

• Visit to lead: 0.4 to 1.0 percent
• Lead to MQL: 20 to 40 percent
• MQL to SQL: 30 to 50 percent
• SQL to Opportunity: 40 to 55 percent
• Win rate: 12 to 22 percent
• Median sales cycle: 210 to 360 days

How to use benchmarks in planning

1. Set quarterly targets, not annual guesses.
2. Pick one conversion to improve per quarter. Make everything else a guardrail.
3. Tie work to a KPI, for example, reduce time to first touch to 30 minutes, or raise MQL to SQL to 55 percent.
4. Review rates by segment and source. Form source alone is not a strategy.
5. Build a dashboard that shows rate, volume, and time.

Fast wins for Q1

• Add breach alerts on high intent forms at 30 minutes.
• Reduce the meeting no‑show rate with same day reminders and a short backup link.
• Score inbound by intent signals, page depth, and buying timeframe.
• Publish one comparison page that answers the five questions sales hears the most.

What to avoid

• Stuffing low intent into SDR queues without a path back to nurture.
• Reporting CTAs that do not map to pipeline, like views for the sake of views.
• Treating benchmarks as a finish line. They are a baseline.

Next step

Run your current quarter through a simple calculator. Then pick the one lever that will move your targets fastest.

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