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SaaS — SMB sales-led benchmarks · 2026
Sales-led SaaS targeting small-and-mid business. Hybrid PLG-sales motion increasingly common. MQL→close 1–2.5%.
Snapshot
Sales-led SaaS targeting small-and-mid business. Hybrid PLG-sales motion increasingly common. MQL→close 1–2.5%.
Key benchmarks · 2026
MQL→close CVR
1.0–2.5%
Avg ACV
$3,000–18,000
Target CAC
$1,000–5,000
CAC payback
8–18 months
NRR
98–115%
Annual churn
8–16%
Gross margin
70–82%
Channel mix notes
Demo→close is the gating metric — content and ABM efforts are inputs to demo volume.
Primary channels for this industry
Build a media plan for this industry: Use the budget allocator, CAC payback calculator, and LTV:CAC calculator.