Turn a revenue target into a plan. Enter the goal, your average deal size and the conversion rate at each stage (visitor to lead, lead to MQL, MQL to SQL, SQL to customer) to see how many customers, qualified leads, leads and visitors you need per month, week and day.
Last updated:
Goal
$
$
Average revenue per new customer.
/ month
Stage conversion rates
%
%
%
%
Enter your values to see the result.
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How to use the Sales Funnel Calculator
Enter your revenue goal and choose whether it is per month, quarter or year.
Add the average deal size, the revenue from one new customer.
Enter the conversion rate at each stage from your CRM or analytics.
Read the volumes needed at each stage of the funnel.
Add your current monthly visitors to see the traffic gap, and use the sensitivity table to pick the stage to improve.
The reverse funnel formula
Customers = revenue goal ÷ average deal size
SQLs = customers ÷ SQL→customer rate
MQLs = SQLs ÷ MQL→SQL rate
Leads = MQLs ÷ lead→MQL rate
Visitors = leads ÷ visitor→lead rate
Example: a $120,000 quarterly goal with $2,000 deals needs 60 customers. At a 20% close rate that is 300 SQLs; at 30% MQL→SQL, 1,000 MQLs; at 40% lead→MQL, 2,500 leads; and at 2.5% visitor→lead, 100,000 visitors per quarter.
Visitors needed per customer
Overall visitor→customer rate
Visitors per customer
Visitors for 50 customers
0.01%
10,000
500,000
0.05%
2,000
100,000
0.1%
1,000
50,000
0.5%
200
10,000
1%
100
5,000
2%
50
2,500
Stage names vary by company. If your funnel has different steps, map them to the four rates in order and set unused stages to 100%.
Frequently asked questions
How do you calculate how many leads you need?
Work backwards. Customers = revenue goal ÷ average deal size. Then divide by each conversion rate in turn: SQLs = customers ÷ SQL-to-customer rate, MQLs = SQLs ÷ MQL-to-SQL rate, leads = MQLs ÷ lead-to-MQL rate, and visitors = leads ÷ visitor-to-lead rate. Each step is rounded up to whole people.
What is the difference between an MQL and an SQL?
A marketing-qualified lead (MQL) has shown enough interest or fit for marketing to hand it on, for example by downloading content or matching your target profile. A sales-qualified lead (SQL) has been reviewed by sales and is judged ready for a sales conversation or proposal.
What is the overall conversion rate?
Multiply the stage rates: 2.5% × 40% × 30% × 20% = 0.06%, or 1 customer for every 1,667 visitors. Small improvements at any stage multiply through the whole funnel.
What if I do not track MQLs and SQLs?
Set any stage you do not use to 100%. For a simple funnel, use visitor to lead and lead to customer, and set the two middle stages to 100%.
Which stage should I improve first?
Because the stages multiply, a relative improvement (say +20%) at any stage cuts the visitors needed by the same proportion, while one extra percentage point matters most at the stage with the lowest rate, usually visitor to lead. The sensitivity table shows the effect of +1 point at each stage; then pick the change that is cheapest to make.
Where do I find my conversion rates?
Use your analytics tool for visitor-to-lead rates and your CRM for the later stages. Use at least a few months of data, because small samples give unstable rates.
Are all the tools on FreeToolCabin tested for quality and accuracy?
Yes! Every tool on our site undergoes automated Q/A testing in real browser environments to ensure high precision, correct output, and zero errors. If you happen to spot a bug or have a suggestion, please contact us at [email protected] and our team will review it right away.