Sales funnel benchmarks, by industry
A 12% connect rate is a crisis in door-to-door and a solid week in SaaS. Averages lie — these are the stage-by-stage target rates for each industry we've researched, the same numbers that tune Pipeway's daily targets. Find your industry, learn your floors, and you'll know exactly where your funnel is leaking.
Commercial Services / Route-Based B2B
Connect 27–35% · Appointments 50–54%
Wholesale Trade / Industrial Distribution
Connect 12–16% · Appointments 31–39%
Manufacturing - Technical/Scientific Products
Connect 27–50% · Appointments 15–19%
Pharmaceutical Sales
Volume-driven motion — see targets
Medical Device Sales
Appointments 8–10%
Commercial Construction / Building Materials & Industrial Supply
Connect 27–50% · Appointments 13–16%
Commercial Real Estate & Commercial Insurance Brokerage
Connect 27–50% · Appointments 8–9%
Software / SaaS / Cloud Tech
Connect 9–17% · Appointments 10–13%
Telecommunications (business accounts)
Connect 11–15% · Appointments 12–15%
Financial Services (commercial banking / merchant services)
Connect 11–21% · Appointments 12–15%
Insurance (commercial / small-business lines)
Connect 13–17% · Appointments 30–38%
B2B Professional Services & Staffing (inside)
Connect 15–20% · Appointments 17–21%
Enterprise Software / Technology
Connect 9–17% · Appointments 12–15%
Financial Services (institutional / wealth mgmt to businesses)
Connect 27–50% · Appointments 13–16%
Industrial Distribution / Wholesale (mid-market hybrid)
Connect 14–19% · Appointments 21–27%
Medical Technology / Healthcare Systems
Appointments 8–10%
Staffing, Recruiting & B2B Professional Services (hybrid)
Connect 15–20% · Appointments 17–21%
Insurance (direct-to-consumer)
Connect 14–19%
Telecommunications / Cable / ISP (consumer)
Connect 14–19%
Consumer Financial Services
Connect 14–19%
Travel, Timeshare & Subscription Services
Connect 16–21% · Appointments 43–54%
E-commerce / D2C Phone & Chat Sales
Connect 18–24%
Automotive (New/Used Dealerships)
Appointments 30–38%
Real Estate (hybrid: virtual + in-person)
Connect 10–13% · Appointments 15–19%
Automotive (digital retailing hybrid)
Appointments 30–38%
Personal-Lines Insurance (hybrid)
Connect 22–30% · Appointments 50–63%
Retail Wealth Management / Financial Advisory
Appointments 75–94%
Residential Solar / Home Services (hybrid)
Connect 38–50% · Appointments 50–63%
Where these numbers come from
Each industry's targets are derived from the activity research behind Pipeway's in-app industry presets — the daily prospect, connection, appointment, and proposal volumes that solid, strong, and elite reps sustain in that industry, and the stage-to-stage ratios those volumes imply. They're targets, not guarantees: your list, territory, and price point move the numbers. As anonymous benchmarking data from Pipeway users accumulates, these pages will update with live, measured rates per industry.
Benchmarks tell you the target. The tracker finds your leak.
The free Sales Activity Tracker comes pre-loaded with every industry's floors — log a week, and any rate below your industry's target turns red. That's your leak, and the fix comes with it.
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