Request a callIs your paid media paying for itself?
Enter spend, MQLs, SQLs, pipeline, closed-won revenue and new customers. The scorecard returns the five north-star metrics we report to executive teams: pipeline-to-spend, cost per SQL, MQL to SQL rate, closed-won ROAS and paid CAC, each against an enterprise B2B benchmark.
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Defaults show the anonymized worked campaign from our paid-to-revenue working session: $600K media, $7.2M pipeline, $1.9M closed-won.
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How it works
Pipeline-to-spend
Influenced pipeline divided by paid media spend. Target 6x or above; rising quarter over quarter means targeting is improving.
Cost per SQL
Paid spend divided by sales-qualified leads. Enterprise B2B typically runs $800 to $2,500; search usually beats LinkedIn.
MQL to SQL rate
SQLs divided by MQLs. 20% to 30% for an enterprise ICP; a drop after a launch means volume without quality.
ROAS and CAC
Closed-won revenue over spend, 1.5x minimum and 3x strong, and paid CAC, which should shrink over time.
What is a good pipeline-to-spend ratio for B2B?
We target 6x or above for enterprise paid programs. In the anonymized worked campaign we present to enterprise buyers, $600K of media produced $7.2M of pipeline, a 12:1 ratio.
What is a good cost per SQL?
For enterprise B2B, $800 to $2,500 per sales-qualified lead is the range we use. Compare it by channel rather than in aggregate.
Why report pipeline-to-spend instead of CPL?
Cost per lead rewards cheap leads that never become pipeline. Pipeline-to-spend, CAC and ROAS are the numbers sales and finance trust.
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