This framework is how SaaS marketers should think about metrics across the funnel. By mapping each stage to key metrics allows you to isolate each layer and fine tune as you go.

Funnel Conversion Rates

One of the most important ways to understand the business is through the different conversion rates through the funnel.

KPIs

Web Visit to Demo: the rate that people who visit your website request a demo

MQL to Meeting: the rate at which people who request a demo book a meeting

MQL to SQL: the rate sales accepts leads from marketing

Close Rate: the rate sales closes opportunities

MQL to Closed: the percentage of MQLs that close

Once you understand the funnel conversion rates, you can predictably scale the entire go-to-market engine. You’re able to understand how much revenue you can drive as you add more prospects into the funnel.

Putting the Funnel Together

Here’s what the metrics and their stages look like in a simple model from Interest to Purchase.

Sources:

https://www.kracov.co/writing/funnel-metrics-for-saas-marketers