Funnel Planner Calculator
Model conversion rates at each funnel stage to forecast leads, opportunities, and closed revenue.
Unique monthly visitors to your website or landing pages. Typical B2B SaaS benchmark: 10K–200K+.
% of visitors who fill a form, start a trial, or request a demo. B2B benchmark: 1–3%.
% of leads sales qualifies as worth pursuing (MQL → SQL). B2B benchmark: 15–25%.
% of qualified opportunities that become paying customers. B2B benchmark: 20–30%.
Average annual contract value (ACV) per new customer.
Projected Revenue
$500,000
New Customers
100.0
Leads Generated
2,000
Opportunities
400
End-to-end conversion
0.1%
Projected customers
100.0
Projected revenue
$500,000
Overall conversion: 0.1%
Low end-to-end conversion. Focus on the weakest stage first before scaling traffic.
How it works
Map your funnel from top-of-funnel traffic through lead capture, qualification, and close. Adjust conversion rates at each stage to identify bottlenecks and forecast pipeline requirements.
Frequently Asked Questions
What is a marketing funnel?
A marketing funnel maps the journey from first touch to paying customer, typically Traffic → Leads → Opportunities → Customers → Revenue. Each stage has a conversion rate, and small improvements at any step compound through the funnel. For SaaS and B2B, funnel modeling is essential for revenue forecasting, bottleneck diagnosis, and budget allocation.
How do you calculate funnel conversion rates?
Conversion rate = Output at next stage ÷ Input at current stage. Example: 2,000 leads from 100,000 visits = 2% visit-to-lead rate. 400 opportunities from 2,000 leads = 20% lead-to-opportunity rate. 100 customers from 400 opportunities = 25% close rate. Multiply all stage rates together to get overall traffic-to-customer conversion.
What conversion rates should I use for B2B SaaS?
Use your historical data when available. Directional B2B SaaS benchmarks: visit-to-lead 1–3%, lead-to-opportunity (MQL → SQL) 15–25%, opportunity-to-close 20–30%, trial-to-paid (PLG) 10–20%. Enterprise funnels have lower top-of-funnel conversion but higher close rates. PLG funnels have higher volume but may need sales assist to close.
How do I find funnel bottlenecks?
Compare each stage conversion to benchmarks and your prior periods. The stage with the largest drop-off relative to benchmark is your bottleneck. If visit-to-lead is 0.5% vs a 2% benchmark, fix top-of-funnel (landing pages, offers, targeting). If close rate is 10% vs 25%, focus on sales enablement, qualification, or demo quality.
Should I model separate funnels by channel?
Yes, inbound, outbound, paid, and partner channels often have very different conversion profiles. Paid search may convert at 3% visit-to-lead while content converts at 1% but with higher close rates. Separate models improve forecast accuracy and prevent over-investing in channels that look good at the top but fail to close.
How do I use a funnel planner to forecast revenue?
Enter your monthly traffic (or target traffic), conversion rates at each stage, and average deal size. The calculator outputs leads, opportunities, customers, and revenue. Adjust one stage at a time to see revenue impact, improving close rate from 20% to 25% may be worth more than doubling traffic if top-of-funnel is already healthy.
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