How does your revenue engine compare to the market?
Enter eight numbers about your funnel and get an instant, benchmarked read of your bowtie: every conversion rate from lead to expansion, scored against companies at your deal size.
No CRM connection. No credit card. Skip anything you don't track.
Your funnel is half the picture
Most teams measure revenue up to the signature and stop. The bowtie extends the funnel through onboarding, retention and expansion, because in recurring revenue most of the money changes hands after the deal closes.
A catapult
Awareness, education, selection. Four conversion rates multiply into your win rate, so one weak stage starves everything after it. Each launch needs a manual reset: more leads, more meetings, more spend.
Acquisition = CR1 × CR2 × CR3 × CR4A snowball
Onboarding, impact, growth, expansion. Revenue here adds up year over year and reinforces itself. It is the only part of the bowtie where compound growth is possible, and the part most teams measure least.
Retention = Σ ARR(t), year over year"Recurring revenue is the result of recurring impact, not the result of winning more deals."
The eight numbers that run your engine
Every stage of the bowtie has a conversion rate. Together they tell you exactly where revenue leaks. Benchmark ranges below span deal sizes from under $1k to over $150k a year.
Of everyone who could buy, how many raise a hand. A marketing qualified lead shows interest through behavior and fits your target profile.
How many marketing leads survive sales screening for intent and fit. This is where marketing and sales definitions meet, or collide.
How many qualified leads your sellers accept as real pipeline. A soft handoff between teams shows up here first.
Of the deals your sellers accept, how many sign. The purest read on the strength of your selling motion.
How much you give away off list price to win. Price discipline, measured. Lower is better.
How much closed revenue survives onboarding. Should be close to 100%. Gaps mean bad-fit deals or a broken handover.
How much of the base renews each year, excluding expansion. The foundation everything else compounds on.
How much the retained base grows through upsell and cross-sell. Together with CR7 this sets your net revenue retention.
Don't track all eight? Fine. Pick the areas you know and we benchmark those.
Two minutes in, a benchmarked bowtie out
Enter your numbers
Eight short questions about your funnel and your deal size. No CRM connection, nothing to install. Skip any metric you don't track.
We benchmark every rate
Each conversion rate is scored against companies at your deal size, using the Bowtie Standard table plus live cohort medians from 667 SaaS companies.
Read where the engine leaks
Your report shows where you lead, where you leak and what to look at first. Unlock it with your work email and keep it as a PDF.
The right side of the bowtie decides your next decade
Net revenue retention compounds. Run the same company for ten years at three different NRR levels and watch what happens to the installed base.
The base erodes to a third. Every year starts deeper in the hole, and acquisition has to refill it before it can grow anything.
The base more than doubles by itself. Expansion quietly outgrows churn and every cohort is worth more next year than this year.
Compounding takes over. This is the engine behind the best-in-class names, and it is built on CR6, CR7 and CR8.
"CR7 is the only place in the entire bowtie where compound growth is possible."
Get your bowtie on straight
Two minutes of input, a full read of your revenue engine against the market. The gap is your roadmap.
