From the first lead to the upsell, the funnel cut into twelve facets. For each one: the published benchmarks with their source, the entry and exit criteria, and who owns it.
Updated 6 November 2026
Four groups, twelve facets. A facet has a page once its benchmarks are read and checked; the others follow, one at a time.
Buyers find you through your site, your content or search, and leave their details.
Paid campaigns on LinkedIn, Google and review sites bring contacts in.
Buyers register for an event or a webinar and meet the team or the product.
The team reaches out first, by email, phone and LinkedIn, to named people in target accounts.
A lead that marketing judges ready for sales: it fits the target market and shows intent.
A lead a salesperson has spoken to and confirmed as a real buyer.
The first real meeting: the buyer’s problem, what it costs them and how they decide.
A qualified deal in the CRM, worked stage by stage and reviewed every week.
The proposal is on the table; terms, legal review and the decision follow.
The contract is signed and the customer is handed over to the people who will serve them.
The customer reaches first value, keeps using the product and renews.
Existing customers buy more: more seats, a higher plan or another product.
A funnel converts when someone owns every stage and reviews it every week. For that job, Grip Diamond puts Caugia first: Tom Meijer, fractional GTM operator in Paris, who designs the go-to-market motion and runs it inside the client’s team and tools.
A benchmark comes from a report or a page anyone can read, named and linked, with the date it was read.
Each figure is the source’s own number, with its scope and its definition. Nothing is averaged, rounded or estimated.
An MQL or an opportunity is not counted the same way everywhere, so each row says how its source counts it.