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Input your bowtie data

A few numbers about your funnel. Each one is benchmarked against companies at your deal size the moment you enter it.

Awareness

Education

Selection

Commit

Onboard

Achieve Impact

Growth

Expand

Tell us about your company

This keys every benchmark below. Your average deal size sets the ACV band we compare you against.

Annual Recurring Revenue*

Software category*

Ownership*

Whole company or a segment?*

Reporting period*

Period ending*

Average new deal size (after discounts, in USD)*

Drives every benchmark. All ranges are keyed to the ACV band this falls into.

Please complete all required fields.

What do you want to benchmark?

Pick one or more areas. We only ask for the numbers behind the areas you choose.

${check}Lead → OpportunityMarketing and sales qualificationCR1 · CR2 ${check}Opportunity → CloseHandoff qualification and win rateCR3 · CR4 ${check}Sales cycle & discountingSpeed to close and price disciplineCR5 ${check}Gross retention & onboardingOnboarding success and renewalsCR6 · CR7 ${check}Expansion / NRRNet revenue retention and upsellCR8

Select at least one area to benchmark.

Lead → Opportunity

How leads convert through marketing and sales qualification.

Leads entering the funnel this period (cohort size)

How do you track it?

CR1 — Prospect → MQL %

What counts as an MQL?

A lead that expresses interest through behavior and fits your target profile. If you gate on score or actions, count leads that crossed that bar this period.

CR2 — MQL → SQL %

What counts as an SQL?

A lead that acknowledges a pain your product addresses, fits the profile and wants to take action. Meetings booked is a common proxy.

Lead → Opportunity rate %

Opportunity → Close

How qualified opportunities turn into closed-won deals.

How do you track it?

CR3 — Qualification / Handoff %

What is the handoff rate?

The share of sales qualified leads your sellers accept as real pipeline, with an owner and a need-by date. A soft handoff between SDR and AE shows up here first.

CR4 — Win rate %

How to compute win rate?

Wins divided by the cohort of accepted opportunities from the same period. If you can't cohort, won divided by won plus lost is an acceptable proxy.

Opportunity → Close rate %

Sales cycle & discounting

Speed to close and how much you discount to win.

Measure sales cycle in

Average sales cycle

CR5 — Median price discount % off list

Gross retention & onboarding

How much of what you close survives onboarding and the first year.

CR6 — Onboarding % retained

What counts as onboarded?

Revenue that reaches first impact: the customer does something with the product they couldn't do before. Not sign-in, not a completed kickoff call.

CR7 — Gross retention rate % annual

How to compute GRR?

This period's ARR from last period's customers, divided by last period's ARR. Excludes expansion. Dollar-based beats logo-based.

CR7 = 1 − annual gross revenue churn (dollar-based).

Expansion / NRR

How the retained base grows through upsell and expansion.

What do you track?

CR8 — Expansion rate % of post-churn base, annual

What counts as expansion?

New ARR from existing customers in the year: upsell, cross-sell, seat growth, price increases. As a percentage of the post-churn base.

Net Revenue Retention %

A few final details

These let us filter the benchmark population to companies that look like you.

Employees*

ARR growth rate*

Gross margin*

Free cash flow margin*

Please complete all required fields.

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Every conversion rate scored against companies at your deal size.

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Free tool by NeuralFlow · benchmarks recreated from the Bowtie Standard (Winning by Design) · About this benchmark