Demand gen funnel calculator
Model how monthly traffic flows through your funnel into pipeline and revenue — and find the one conversion step that caps everything else.
Projected monthly revenue
$75,000
$900,000 / yr · 15 deals/mo
- Visitors / mo10,000
- Leads300
- MQLs120
- SQLs60
- Won deals15
Made with marketinque — the demand generation toolkit.
How this calculator works
The calculator multiplies your monthly visitors through four stage-to-stage conversion rates — visitor → lead, lead → MQL, MQL → SQL, SQL → won — and prices the result with your average deal value. The output is the full chain: leads, MQLs, SQLs, won deals, and projected monthly revenue, with the annualized figure in the sub-line. Because the math is multiplicative, it also flags the weakest of the four steps as your bottleneck: the stage with the lowest rate caps everything downstream, so it is the highest-leverage place to work.
To use it, replace the defaults with your own numbers — a recent 90-day window from analytics and your CRM is usually enough. Then test scenarios one variable at a time: nudge visitor → lead from 3% to 4% and watch revenue move, then compare that against doubling traffic. The point of the model is comparing interventions, not predicting bookings.
What good looks like: for B2B sites, visitor → lead typically lands between 2% and 5%, lead → MQL between 30% and 50%, and SQL → won between 20% and 30%. Treat those as orientation, not targets — your motion, price point, and traffic mix all move them. A healthy funnel is less about any single rate and more about no single stage collapsing: one 1% step in a chain of 40% steps is where the revenue is leaking.
Frequently asked questions
What conversion rates should I use?
Use your own trailing data — a 90-day window from analytics and your CRM smooths out weekly noise. The defaults are mid-range B2B starting points for exploring the model, not benchmarks to chase.
Why does the calculator highlight a single bottleneck?
Funnel conversion is multiplicative, so the stage with the lowest rate caps every stage after it. Improving the weakest step usually moves revenue more than improving a step that is already strong.
What is the difference between a lead and an MQL?
A lead is any identified contact — a form fill, a tool signup. An MQL is a lead that meets your qualification bar for fit or engagement. The exact definitions matter less than applying them consistently, because the rates only mean something against stable definitions.
Is the projected revenue a forecast?
No. It is a steady-state model that assumes your rates hold at any volume. Use it to size opportunities and rank fixes, not to commit bookings numbers.
Fix the bottleneck on autopilot
marketinque is the agent behind these tools: it plans and drafts work for every funnel stage — including the one this calculator just flagged — and holds every publish and send for your approval.
One email when marketinque opens to operators. No drip sequence follows.