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Pipeline source mix (mktg- vs sales-sourced)

Name: B2B and B2C SaaS Growth Benchmarks
Creator: AJ Magnuson
License: https://creativecommons.org/licenses/by/4.0/

How self-sustaining demand gen is vs. rep-driven hustle.

Formula: Pipeline (or won ARR) by source / total
Unit: %
Models: SaaS

Benchmark

As of 2024

B2B

~74% of AE pipeline from Marketing + inbound/outbound SDRs combined; marketing-sourced ~48-60% at $5-25k ACV, falling as ACV rises (Bridge Group). Attribution-model dependent - definitions vary, track own baseline.

Bridge Group / Blossom Street

Sourcing: Directional.

Omega Point BenchmarksAcquisition