Benchmarks | Big Wheel Performance

Big Wheel Performance Benchmarks

SaaS companies that show repeatable growth, capital efficiency, and strong retention earn higher valuations.

These benchmarks reflect what investors look for across segments. While exact targets vary, staying within these ranges signals a healthy, scalable GTM engine.

Curious which benchmarks matter most for your business? Let’s talk.

Benchmark

SMB (<FTEs)

Mid-Market (100-1,000)

Enterprise (>1,000)

Why It Matters

# of Contacts Per Deal

1-2

2-3

3-5+

Indicates depth of engagement and buying committee coverage

% of Opportunities Untouched in 14+ Days

<5%

<10%

<15%

Flags stalled deals that may need attention

% of Opportunities with Champion Identified

50-70%

60-75%

>75%

MEDDIC/MEDDPICC alignment

% of Opportunities with Next Steps

80-90%

85-90%

>90%

Deal hygiene proxy

% of Partner-Sourced Deals Tracked

Manual or not tracked

60-80% tracked in CRM

>90% CRM-integrated

Measures partner impact and GTM contribution

% of Stage-Accurate Opportunities

>90%

Ensures pipeline reflects reality, not wishful thinking

% of Total Pipeline

10-20% (often opportunistic)

20-30%

30-50%+

Shows how much pipeline is driven by partnerships

Annual Contract Value (ACV)

$1K-$10K

$10K-$75K

$75K-$250K

Tied to pricing strategy, churn risk, and GTM model

Automation

Manual emails and routing

Lead routing, stage progression alerts

Full-funnel automation and attribution logic

Reduces manual work and improves efficiency at scale

Availability of Onboarding Content

Light documentation or ad hoc

Scalable playbooks and training

Certifications, sandboxes, co-branded assets

Enables faster partner ramp and effectiveness

Average Deal Size

<$20K

$20K-$75K

$75K-$250K+

Tied to sales cycle length

Average Time in Stage (vs Benchmark)

Days to weeks

~2-3x stage benchmark

~3-6x benchmark (longer cycles)

Identifies bottlenecks and velocity issues

Burn Multiple

<2.0

1.0-1.5

<1.5

Key in today's capital-efficient environment

CAC

$300-$1K

$2K-$15K

$25K-$100K+

CAC determines how much capital is needed to grow

CAC (Blended)

<$5K

$5K-$15K

$15K-$40K

Blended across channels

CAC Payback

<12 months

12-18 months

15-24 months

Investors want fast payback to minimize burn

Certification

1 role-wide checkpoint

1-2 stages (e.g., process, messaging)

Full sales cycle and objection-handling certification

Verifies readiness before reps go to market

Churn Rate (Logo)

15-25%

10-15%

<10%

Opposite of logo retention

Clarity of ROE

Few conflicts (low volume)

Increasing need for clarity

Defined ROE and escalation path required

Sets expectations and boundaries for partner success

Competitive Strategy Documented

Optional battlecards

Used in team reviews

Required, refreshed quarterly

Shows preparation and positioning in contested deals

Competitive Win Rate

Messaging cited in >30% of won deal reviews

Success rate when facing direct competition

Conversion Impact

Messaging improves lead-to-op conversion by 25-30%

Messaging improves lead-to-op conversion by 20-25%

Messaging improves lead-to-op conversion by 15-20%

Influence of messaging and assets on deal progression

CRM Health

Basic hygiene rules enforced

Custom fields for sales stages and source tracking

Complex field logic, validation, and automation

Ensures data is clean, complete, and trusted

CRM/PRM Tooling

Spreadsheet or CRM notes

CRM partner fields + partner portal

Integrated PRM and multi-org deal tracking

Powers visibility, tracking, and partner scalability

Cross-Team Alignment

3+ GTM functions aligned

Coordination between marketing, sales, and success

CS Coverage Ratio

1:75-100

1:25-50

1:10-20

Drives relationship depth

Customer Acquisition Cost (CAC) Payback

6-12 months

9-18 months

12-24 months

Shorter for SMB due to faster cycles

Deal Risks

Manager-flagged

AE-flagged 50%+

AE-flagged 75%+

Surfaces blockers and vulnerabilities early in the cycle

Decision-Making

Monthly reporting reviews

Weekly pipeline + lead source reviews

Real-time dashboards tied to GTM KPIs

Ensures insights, not instinct, guide GTM strategy

Direct/Partner Comp Models

Direct often preferred

Hybrid motions common

Fully aligned incentives and joint territory planning

Prevents channel conflict and supports collaboration

Discounting Thresholds

<25% average discount

<20% average discount

<15% average discount

Guardrails for preserving deal value and margins

Enablement Ownership

Often shared by Sales/RevOps

Enablement Lead or RevOps hybrid

Dedicated enablement function

Ensures accountability for rep development and performance

Expansion Revenue % of ARR

10-20%

15-30%

20-40%

Tied to CS and packaging effectiveness

Forecast Accuracy (Commit vs Actual)

<20% variance

<15% variance

<10% variance

Stability indicator

Forecast Reporting

Spreadsheet-driven or CRM reports

Stage-weighted + reps forecasts

Multi-scenario forecasting + rollups

Tracks accuracy and alignment across revenue teams

Funnel Conversion Rate

10-15%

7-10%

>5% (lead to opportunity)

Reveals how efficiently leads move through each stage

Gross Margin

70-80%

75-85%

80-90%

Impacts scalability and PE cost structure modeling

Gross Revenue Retention (GRR)

75-80%

80-85%

85-90%

High correlation with long-term value

GTM Dashboard Adoption

60% of team

75% of team

85% of team

Measures visibility and usage of key business metrics

Health Score Adoption

Widely used and actioned

Partial use

Rare or inconsistent

Gauges how well risk signals are being used

ICP Fit Retention

30-50%

30%+ or higher retention vs non-ICP

Revenue growth and retention from best-fit customers

ICP Fit Win Rate

2x higher than non-ICP deals

Conversion strength within your ideal customer profile

Inbound Contribution

50-70%

30-50%

20-30%

Measures how much pipeline is driven by marketing

Inbound MQLs/Month

100-500+

50-150

10-50

Measures how effectively your marketing efforts are generating qualified interest

Joint Engagement Process

Rare or informal

Occasional co-sell on larger deals

Structured co-sell in most enterprise deals

Ensures alignment in co-selling and customer handoffs

Lead Acceptance Rate

>90%

>85%

Indicates how often sales accepts and works marketing leads

Lead Scoring Impact

2-3x conversion vs baseline

Effectiveness of lead qualification on outcomes

Lead to Opportunity Conversion Rate

2-5% (cold) / 10-25% (inbound)

5-10% / 20-30%

10-20% / 30-40%

Poor conversion = poor targeting or process

Logo Churn (Annual)

25-50%

10-20%

<5-10%

High churn = low valuation

Logo Retention Rate

75-80%

80-85%

85-90%

Reflects churn by count

LTV:CAC Ratio

2.5-4x

3-4x

3-5x

Target >3x for efficiency

Magic Number

0.7-1.5

0.6-1.2

0.5-1.0

Revenue growth vs sales & marketing spend - critical SaaS efficiency ratio

Manager 1:1s structured with pipeline

Weekly, tactical

Weekly + inspection

Weekly + forecast alignment

Drives accountability and deal coaching

Marketing Sourced Pipeline %

40-60%

30-40%

20-30%

Partner and BDR programs fill the gap

Message Recall

>70% of internal teams recall core message

How well your value proposition sticks with buyers

MQL to SQL Conversion

20-30%

15-25%

10-20%

Strong indicator of targeting quality

Net Revenue Retention (NRR)

110-115%

115-125%

120-135%

Top SaaS growth indicator

Net Promoter Score (NPS)

>40

SaaS-wide benchmark for advocacy

NRR from Expansion

40%+

35-60%

30-50%

Tracks revenue growth from existing customer accounts

Onboarding Completion Rate

>95% in 30 days

>90% in 45 days

>85% in 60 days

Time to first value proxy

Ongoing Enablement

Monthly or quarterly refreshers

Monthly enablement blocks

Continuous training + deal simulations

Keeps skills sharp as the market evolves

Outbound Contribution

20-40%

30-60%

30-50%

Tracks pipeline generated through outbound efforts

Ownership

Shared by Sales Ops or AE manager

1-2 person RevOps function

Dedicated RevOps team with defined roadmap

Clarifies who's responsible for systems, processes, and outcomes

Partner Contribution

<10%

10-20%

20-40%

Reflects the impact of channel and alliance partners

Partner Sourced Revenue %

10-20%

10-30%

10-20%

Higher in mature ecosystems

Peer Learning

Buddy or team huddles

Shadowing and QBR sharing

Deal strategy sessions + formal peer coaching

Fosters knowledge sharing and real-world context

Pipeline Coverage

5x quota

4x quota

3x quota

Shows if you have enough opportunities to hit targets

Pipeline Coverage (Per Rep)

3-4x

3-5x

4-6x

Shows whether sales goals are realistic

Pipeline Hygiene (Opportunities with Next Steps + Exit Criteria)

>60%

>70%

>80%

Ensures deals are progressing with clear criteria

Product & Industry Knowledge

Core product and messaging

Product + vertical use cases

Deep product, integrations, and compliance

Builds credibility and confidence in customer conversations

Product Adoption Rate (Core Feature)

>70%

>75%

>80%

Shows onboarding effectiveness

QBR Completion Rate

25-50%

60-75%

80-90%

Shows onboarding effectiveness

QBR Frequency

Quarterly (top 50%)

Biannual (top 25%)

Annual or ad hoc

Ensures regular value check-ins with key accounts

QBRs and Metrics

Rare or informal reviews

Top 5-10 partners reviewed quarterly

Formal QBRs, partner tiers, shared dashboards

Keeps performance transparent and partnerships accountable

Qualified Pipeline Coverage

3-4x quota

Minimum for predictable forecast

Quota Attainment (Median)

50-70%

60-80%

70-90%

Investors see poor attainment as a process issue

Ramp Plan

1-2 weeks + checklist

2-4 weeks curriculum

4-6+ weeks structured ramp

Sets clear milestones for new hire productivity

Ramp Time (to Full Quota)

2-3 months

4-6 months

6-9 months

Influences CAC and forecast accuracy

Referenceability

40%+

30-40%

20-30%

Reflects customer loyalty and their willingness to advocate for your brand

Referral/Resale Margin Structure

Flat %

Tiered margins or influence credits

Incentives tied to deal stage, industry, and growth tier

Drives partner motivation and deal clarity

Refresh Frequency

Quarterly or post-campaign

How often GTM strategy and data stay current

Renewal Forecast Accuracy

>90%

>85%

>80%

Shows confidence and consistency in retention planning

Rule of 40

Rarely met

Target for $10M+ SaaS

Must meet to command premium valuation

Measures balance of growth and profitability

Sales Cycle Length

<30 days

60-90 days

90-180+ days

Longer cycles = more expensive sales teams

Sales Enablement Coverage

60%+ with basic tools and FAQs

80% trained; limited tools

100% reps trained; price calculator

Measures how well reps are supported to close

Sales Process Training

Emphasis on velocity and efficiency

Emphasis on multi-stage process

Emphasis on complex sales and stage rigor

Ensures reps follow a consistent, proven approach

Sales Win Rate

25-40%

20-30%

15-25%

On qualified opportunities

SDR:AE Ratio

1:1

1:2

1:2-1:3

Efficiency of outbound motion

Segmented Partner Types

Often informal

Clear partner types (referral, reseller, SI)

Fully segmented by type and region

Clarifies roles and value across your partner ecosystem

SQL to Win Conversion

30-50%

25-40%

20-35%

Captures mid-funnel effectiveness

Tech Stack

CRM + 1-2 tools (e.g., email, billing)

MAP, CS, scheduling tools connected

Full-stack (CPQ, BI, PRM, LMS, CS platforms)

Measures whether tools support, not slow, GTM execution

Tier Alignment by Segment

1-2 tiers; simplified offers

2-3 tiers by company size

3-5 tiers by vertical or persona

Ensures your offers match customer needs and budget

Time to First Deal

30-45 days

60-75 days

90-120+ days

Measures how quickly reps start generating revenue

Time-To-Quote

Instant/Automated Preferred

<12 hours

<24 hours

Reflects how quickly your team can respond to buyer interest

Tools Training

CRM + email + dialer

CRM + sales engagement + ROI tools

CRM + CPQ + forecasting + enablement platform

Drives adoption and efficiency across your tech stack

Upsell / Cross-Sell Conversion Rate

10-25%

20-30%

25-40%

Depends on CSM enablement

Use of Enablement Tools

Mostly onboarding-focused

Active use in late-stage deals

Required in every stage

Tracks adoption of resources that help rep performance

Use of MEDDIC or Similar

BANT/CHAMP

Full MEDDIC adoption expected

Required (MEDDPICC or equivalent)

Ensures consistent qualification and deal strategy

Variance (Commit vs Actual)

<15%

<10-12%

<10%

Highlights forecasting accuracy and execution gaps

Voluntary Expansion

50%+

40-60%

30-50% of accounts expand YoY

Signals healthy product adoption and customer satisfaction

Website Alignment

Website headline matches sales/pitch decks

Consistency between site and sales narrative

Website-to-Lead Conversion Rate

3-6%

2-4%

1-2%

Indicates message clarity and targeting

Weekly Forecast Accuracy (vs Actuals)

±15%

±10%

±5-10%

Tracks consistency and reliability in projections

Win Rate

15-20%

20-30%

30-40%

Higher win rates mean stronger positioning