B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Current
30%
30% -- sql to win rate for SMB and self-serve SaaS (2026)
SMB and self-serve SaaS motions can see SQL-to-win rates of 30% or more.
- Reported as an approximate benchmark / lower bound (30%+)
Attribution:
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Lighthouse Research Team
Last verified:
·
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Source verified
Evidence graded
Value
30%
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
Demand Gen Insider
Primary
Tier C
https://demandgeninsider.com/glossary/sql-to-win-rate/ ↗
Source Article
SQL-to-Win Rate: Definition & Examples (2026)
What Is SQL-to-Win Rate?
The percentage of Sales Qualified Leads that become closed-won customers.
SQL-to-win rate measures the percentage of sales-qualified leads that ultimately become customers. It is the bottom-of-funnel conversion metric that ties demand gen lead quality directly to revenue. A …
Original Research
Demand Gen Insider
· Original study ↗
Methodology
Lower bound of range (30%+); no named methodology or sample.
Methodology documented
Segmentation
Industrymarketing
Cite this stat
Plain Text
SMB and self-serve SaaS: 30% sql to win rate. Source: Demand Gen Insider (2026). Via Lighthouse Intelligence -- https://lighthousedata.io/data/sql-to-win-rate-smb-selfserve-2026
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<blockquote cite="https://lighthousedata.io/data/sql-to-win-rate-smb-selfserve-2026" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>30%</strong> -- sql to win rate for SMB and self-serve SaaS<br><small>Source: Demand Gen Insider (2026) · <a href="https://lighthousedata.io/data/sql-to-win-rate-smb-selfserve-2026" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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