Tool
Lead-Funnel Calculator
Work backward from a revenue target to required leads. Plug in your funnel stage conversion rates and ACV — we'll show how many leads, MQLs, SQLs, and opportunities you need every month, plus the ad spend to fund it.
Funnel & Revenue
Blended cost across paid channels
Enter revenue target, ACV, and your funnel conversion rates to see required lead volume
Annual Leads Required
0
Enter your numbersImproving win rate cuts required lead volume substantially — enter inputs to see by how much.
Where the leak lives
Use stage conversion rates to pinpoint which part of the funnel is dragging.
Top-of-funnel weak?
If lead → MQL is below 25%, the issue is usually lead quality (audience targeting) or form friction. Tighten ICP filters, simplify forms, or refine creative.
Mid-funnel leak?
MQL → SQL below 30% means sales is rejecting marketing leads. Tighten lead scoring, align SLAs, or revisit pass-through criteria with the AE team.
Late-funnel weak?
Opportunity → Closed-Won below 20% means deals stall. Audit pricing, demo flow, and sales enablement — or check if leads are matching ICP at all.
Frequently asked questions
What stage conversions should I expect for B2B SaaS?
Industry medians for B2B SaaS: Lead → MQL 30-40%, MQL → SQL 35-45%, SQL → Opportunity 50-60%, Opportunity → Closed-Won 20-30%. Numbers vary widely by ICP, deal size, and sales motion.
Should I model multiple sources together?
No. Model each source separately. Inbound, outbound, and paid have very different funnels — blending them produces averages that don't reflect any real channel.
How does this differ from a CPA calculator?
A CPA calculator assumes a one-step conversion from click to customer. This model handles multi-stage qualification — useful for B2B with sales involvement, where leads pass through MQL, SQL, and opportunity stages before closing.
What about deal cycle time?
This calculator is annual-volume only. For cash-flow planning, multiply leadsNeeded by your cycle length to know how far ahead you need to fill the pipeline to hit revenue on schedule.
How does Pace fit?
Pace tracks budget pacing and platform-side conversion volume daily across every connected ad account, so you see in real time whether you're on pace for the lead targets this calculator gives you. Slack and email pacing alerts fire when an account drifts past 10%, 20%, or 35% off its monthly target.
Make sure ad spend hits your monthly lead pace.
Pace tracks budget pacing and platform-side conversion volume daily across Google, Meta, TikTok, LinkedIn, and Microsoft — with Slack and email alerts fired the moment any account drifts off its monthly target.
| This calculator | With Pace | |
|---|---|---|
| Frequency | One-shot snapshot | Daily lead-pace tracking |
| Channels | Single blended CPL | Per-channel CPL & spend |
| Action | Tells you the volume | Pacing-corrects daily spend |
| Alerting | None | Slack / email when pace slips |