B2B sales funnel
A B2B sales funnel that actually converts
Most B2B SaaS funnels look fine on a slide and leak everywhere in real life. Deals stall in qualification, ghost in proposal, or get stuck waiting for legal.
A working sales funnel has stages that mean something, exit criteria that are actually checked, and conversion rates you can trust.
I help B2B SaaS founders rebuild their funnel so it shows the truth, not the hope.
What a real sales funnel does
A B2B sales funnel maps how a stranger becomes a paying customer, stage by stage. Each stage has a definition, an exit criterion, and a typical conversion rate. Without those three, it's a wish list.
For B2B SaaS the stages usually go: lead, qualified opportunity, demo'd, proposal, verbal, signed. Each has a clear test, and reps who skip the test pay for it later.
Done well, you can predict next quarter's revenue within 15%. Done poorly, forecasts swing 50% and nobody knows why.
When this fits
- Forecasts are wrong more often than right
- Deals sit in the same stage for weeks with no clear reason
- Reps disagree on what 'qualified' actually means
- Conversion rates per stage are guesses, not measurements
When it doesn't fit
- You sell self-serve and don't have a sales motion to fix
- You want a CRM implementation, not a process redesign
- You expect a funnel to compensate for bad product or pricing fit
How I work in the first 90 days
Weeks 1 to 4
Diagnose. I review your CRM, sit in on calls, and map where deals actually die versus where you think they die.
Weeks 5 to 8
Redesign. Clear stage definitions, exit criteria, MEDDIC or similar qualification, and the CRM hygiene to make it stick.
Weeks 9 to 12
Operate. Weekly pipeline reviews on the new funnel, coaching on stuck deals, and tuning until the numbers tell the truth.
A sales funnel only works inside a working sales plan, which is often where to start.
Frequently asked
How many stages should my funnel have?
Five to seven is the sweet spot for B2B SaaS. Fewer and you can't see where deals die. More and reps stop updating it because it's a pain.
What's a healthy conversion rate per stage?
Lead to opportunity 15 to 25%, opportunity to demo 60 to 80%, demo to proposal 40 to 60%, proposal to close 25 to 40%. Wide ranges, but if you're way outside one of them, that's the leak to fix first.
Do I need MEDDIC, BANT, or something else?
Pick one and use it well. MEDDIC fits most B2B SaaS deals above €25K ACV. BANT is fine for smaller velocity sales. Mixing both is worse than picking one.
What CRM do you work with?
HubSpot or Salesforce, both fine. Pipedrive works for early stage. The CRM matters less than the discipline of updating it.
A funnel that tells the truth
Stop forecasting on hope. Plan a call and we'll look at where your funnel actually leaks.