Free Marketing Tool
Enter your revenue target and conversion rates. See exactly how much pipeline, demos, MQLs, and leads you need every single month to hit your number.
A B2B pipeline calculator works backward from your revenue goal: divide your revenue target by average deal size to get deals needed, then divide by close rate to get qualified opportunities needed, then divide by demo-to-opportunity rate to get demos needed, and so on up the funnel. Most B2B companies need 3-5x their revenue target in total pipeline to hit quota. Use this free calculator to get your exact monthly lead, MQL, demo, and opportunity targets.
Fill in your conversion rates
to see your pipeline requirements
| Stage | Low | Average | Top Quartile |
|---|---|---|---|
| Lead to MQL | 8% | 15% | 25%+ |
| MQL to Demo | 12% | 25% | 40%+ |
| Demo to Opportunity | 25% | 40% | 60%+ |
| Opp to Close (Win Rate) | 15% | 25% | 40%+ |
Three root causes account for 90% of pipeline shortfalls: (1) The ICP is too broad, so marketing generates volume but not qualified pipeline. (2) MQL definition is misaligned between marketing and sales, so marketing celebrates MQL counts while sales ignores them. (3) No attribution model exists, so budget keeps going to channels that feel productive rather than channels that demonstrably generate closed-won revenue.
A fractional CMO's first 30-day deliverable should always be: (1) clear ICP definition from closed-won data, (2) unified MQL definition agreed by both sales and marketing, (3) attribution model mapped from lead source to closed-won. Everything else is execution against that foundation.
Free Strategy Call
No pitch. No deck. A direct 30-minute conversation about your biggest commercial challenge and exactly what to do about it.