See the conversion rate between each stage, the overall conversion from visitor to customer, and how much volume each stage needs to hit a target. The formulas are on this page, so you can cite them.
The funnel runs from visitors, to leads, to MQLs, to SQLs, to opportunities, to customers. A stage to stage conversion rate is the later stage divided by the earlier stage. Overall conversion is customers divided by visitors. This tool does not assume a standard set of rates. It uses the volumes you enter. Where a pair of volumes is blank, it uses the assumed rate for that step, if you typed one.
Stage conversion = later stage divided by earlier stage.
Overall conversion from volumes = customers divided by visitors.
Overall conversion from rates = visitors to leads, times leads to MQLs, times MQLs to SQLs, times SQLs to opportunities, times opportunities to customers.
If both visitors and customers are filled in, overall conversion uses those volumes. Otherwise, if all five rates are known, overall conversion is the product of the rates.
A later stage cannot be larger than the stage before it. If the earlier stage is zero and the later stage is above zero, that rate cannot be calculated, because it would divide by zero. If both are zero, the rate is not defined from volumes. A rate of 0% means no finite number of people at the earlier stage can produce the customers below it.
To plan the volume each stage needs, the calculator starts from the customer target and walks backwards. Each earlier stage is the next stage divided by the conversion rate into that next stage, then rounded up to a whole number. Rounding up keeps the target reachable after you drop fractions of a person.
Opportunities needed = target customers divided by the opportunities to customers rate, rounded up.
The same step is repeated for SQLs, MQLs, leads, and visitors.
If a revenue target and an average revenue per customer are both filled in, they set the customer target. Customer target = revenue target divided by average revenue per customer, rounded up to a whole customer so the revenue target is still met. A customer target typed in the other field is ignored in that case.
Visitors 10,000. Leads 1,000. MQLs 400. SQLs 200. Opportunities 80. Customers 20. Target customers 40.
Visitors to leads = 1,000 divided by 10,000 = 10%. Leads to MQLs = 400 divided by 1,000 = 40%. MQLs to SQLs = 200 divided by 400 = 50%. SQLs to opportunities = 80 divided by 200 = 40%. Opportunities to customers = 20 divided by 80 = 25%. Overall conversion = 20 divided by 10,000 = 0.2%.
Volume for 40 customers: opportunities = 40 divided by 0.25 = 160. SQLs = 160 divided by 0.40 = 400. MQLs = 400 divided by 0.50 = 800. Leads = 800 divided by 0.40 = 2,000. Visitors = 2,000 divided by 0.10 = 20,000.
Revenue target £100,000. Average revenue per customer £5,000. Assumed rates: 10%, 40%, 50%, 40%, and 25%, in the same stage order as above. Customer target = £100,000 divided by £5,000 = 20 exactly. The volumes needed are then 10,000 visitors, 1,000 leads, 400 MQLs, 200 SQLs, 80 opportunities, and 20 customers.
Compare the stage rates and put attention on the step that converts least well. Use the volume plan as the number of visitors, leads, and opportunities required to hit the customer or revenue target at those rates. If a step converts at 0%, fix that step before buying more traffic. The volumes are a plan from your own rates, not an industry benchmark. Recalculate when the rates or the target change.
If you want a practical plan for the first 90 days, read the free playbook.
These calculators are listed together on the free tools page.
The marketing budget calculator and the CAC payback calculator are also free.
Cite this tool. Suggested link text: B2B funnel conversion calculator. URL: https://adamhughes.studio/tools/b2b-funnel-conversion-calculator