B2B GTM benchmarks, honestly sourced.
Independent benchmarks for B2B outbound, demand generation, and revenue operations. Published with full methodology, public sources, and ORRJO operational data. Updated quarterly.
Original research
State of B2B Outbound 2026
Independent benchmarks for B2B outbound in 2026. Reply rates, meeting attendance, cost-per-meeting, time-to-pipeline. Drawn from ORRJO’s operational data at the time of publication and public sources (Bridge Group, Pavilion, Martal, Validity).
State of B2B Demand Generation 2026
Channel mix, attribution honesty, dark social, podcast as pipeline. The companion report to State of Outbound.
B2B Win-Loss Patterns 2026
Patterns from independent buyer interviews across closed-won and closed-lost B2B deals. Why deals actually close.
Key statistics
The most cited numbers from ORRJO research and operational data, one line each, with the basis stated. Free to quote with attribution to ORRJO and the named source.
- 90%+Average B2B meeting attendance across 12,500+ ORRJO-booked meetings, against an industry average of 70 to 80%.Basis: ORRJO operational data 2022 to 2026; industry range Bridge Group 2024.
- 1.9 to 3.4%Average B2B cold email reply rate in 2026. 4 to 6% is good, 7%+ is strong.Basis: Martal 2026; SaaSConsult 2026. Published in the State of B2B Outbound 2026.
- 0.5 to 1.2%Average meeting booked rate per outreach. 1.5 to 2.5% is good, 3%+ is strong.Basis: Bridge Group 2024; ORRJO observed.
- £1,200 to £3,500Industry cost per booked meeting on a UK retainer. £700 to £1,200 is good, £500 to £700 is strong.Basis: public agency pricing, 2026.
- 5 to 7 monthsTypical time to first qualified meeting when building an in-house SDR function from scratch, including recruitment, onboarding and ramp.Basis: Bridge Group 2024; ORRJO observed.
- £300M+Pipeline generated across 60+ ORRJO clients since 2022, from 12,500+ booked meetings.Basis: ORRJO operational data 2022 to 2026.
- 3 daysFastest first qualified meeting on an ORRJO engagement, from kick-off to booked meeting.Basis: ORRJO delivery record.
Full benchmarks and methodology: State of B2B Outbound 2026 →
Field reports
Shorter pieces from inside ORRJO's day-to-day work. Reply rates, attendance patterns, cost-per-meeting reads, and the messaging changes that moved the numbers.
Read the blog →Methodology
Every number on this site is sourced and audited. The methodology page explains how each operational claim is calculated, with the sample, definition, and limits behind it.
Read the methodology →How we cite sources
Every research finding ORRJO publishes is rated High, Moderate, or Lower confidence and signed by a named analyst. Primary sources are linked at the point of claim. Where a figure cannot be retrieved from a primary source, the skill halts and flags rather than guesses.
- Bridge Group SDR Metrics 2024 for B2B SDR benchmarks.
- Pavilion State of Demand 2025 for budget allocation patterns.
- Validity Sender Reputation 2025 for cold email reply rates.
- ORRJO programme data for meetings, pipeline, and attendance.
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