B2B SaaS Mid-Funnel

MQL → SQL → SAL → Won with multi-touch attribution across 6 products

Moments that Matter

SQL → SAL Mid-Funnel Lift vs. Baseline

+250%

↑ 8.0% → 28.0% from Jan '20 to Dec '23 • seasonal but consistently rising

1–18 mo sales cycles • 30 touchpoints • 6-product B2B SaaS portfolio

MQLs (Final Month, Dec '23)

1,184

↑ +52% vs. Jan '20 baseline

Pipeline Impact, 2023

$4M+

↑ NSM-driven mid-funnel throughput tripled

MQL → SQL

24.4%

↑ +6.6pp vs. Jan '20 baseline

SQL → SAL (NSM)

28.0%

↑ +250% lift (8.0% → 28.0%)

SAL → Closed Won

18.5%

↑ +6.2pp vs. Jan '20 baseline

Conversion Rates: Seasonal 48-Month Trend (Jan '20 → Dec '23)

Stage-by-stage transition health — SQL→SAL is the “Moments that Matter” NSM gate

All Stages MQL→SQL SQL→SAL SAL→Won

Each line = stage-to-stage transition rate. The three stage rates trend upward across 2020–2023 with normal seasonal softening in summer and year-end acceleration. SQL→SAL remains the clearest NSM gate, rising from 8.0% to 28.0%.

Multi-Touch Attribution by Channel

First-touch vs. multi-touch credit allocation

Multi-touch re-weights away from paid search toward organic and direct influence.

Time-in-Stage Distribution

Median days by stage, 2020 baseline vs. Q4 2023

Lower = faster pipeline velocity. SAL-stage time shortened by about 28% as NSM-driving sequences became more common.

STAR Case Study

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This dashboard shows the funnel mechanics. The companion case study frames the situation, the NSM problem to solve, the actions behind the testing loop, and the quantified result: 250% mid-funnel lift across a six-product portfolio.

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