B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Current
5%
5% -- probability of selling to new prospect for new prospects (B2B sales) (2026)
The probability of selling to a new prospect is between 5% and 20%.
- The source reports the probability as a range between 5% and 20%
- Original finding is attributed to the book 'Marketing Metrics'
Attribution:
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Lighthouse Research Team
Last verified:
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Source verified
Evidence graded
Value
5%
Unit
Percentage
Data Vintage
2026
Entity
Evidence Quality
B
Strong, reliable evidence
Sourced from a well-regarded research firm or industry leader with transparent methodology and a reasonably large sample.
Single source - not yet corroborated
Score breakdown
Extraction
50
Source Trust
60
Citation Chain
20
Independence
30
Methodology
45
Freshness
95
Source
Marketing Metrics (book)
Primary
Tier C
https://murphyconsulting.us/blog/upsell-opportunity-expanding-services-white-label ↗
Source Article
Upselling Clients With White Label Services
The most expensive client you will ever acquire is the next one. The cheapest growth you will ever find is sitting in your current book of business, asking for services you do not yet offer. Most agencies leave that money on the table for one reason: they cannot deliver the work, so they never make …
Original Research
Marketing Metrics (book)
· Original study ↗
Methodology
Range 5-20%, midpoint used; cited from the book Marketing Metrics
Methodology documented
Segmentation
Industrymarketing
Cite this stat
Plain Text
new prospects (B2B sales): 5% probability of selling to new prospect. Source: Marketing Metrics (book) (2026). Via Lighthouse Intelligence -- https://lighthousedata.io/data/probability-selling-new-prospect
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<blockquote cite="https://lighthousedata.io/data/probability-selling-new-prospect" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>5%</strong> -- probability of selling to new prospect for new prospects (B2B sales)<br><small>Source: Marketing Metrics (book) (2026) · <a href="https://lighthousedata.io/data/probability-selling-new-prospect" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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