Reverse Funnel Calculator for B2B SaaS
Start from the revenue you want and work backwards through every funnel stage to the leads you need. Replace the defaults with your own conversion rates.
Inputs
Results
To close $1,000,000 you need about 6,668 leads, which become 250 SQLs and 100 opportunities worth $5,000,000 of pipeline, a 5.0x coverage of your target.
How to use this tool
- 1
Enter your new revenue target and average deal size.
- 2
Enter the conversion rate for each funnel stage.
- 3
Read the leads, MQLs, SQLs, opportunities and pipeline you need at each stage.
- 4
Change one rate at a time to see which stage moves the answer most.
Use cases
Annual and quarterly planning
Translate a revenue goal into the volume each team must create, stage by stage.
Setting lead and SQL targets for marketing
Give marketing lead and SQL numbers that tie directly to the revenue target.
Sanity checking a budget
Check whether planned spend can realistically produce the leads the plan needs.
Finding the funnel stage worth fixing first
See which conversion rate, when improved, cuts the top-of-funnel volume the most.
Frequently asked questions
What is a reverse funnel calculator?+
It starts from a revenue goal and works backwards through each conversion rate to the volume of leads you need at the top.
How do I calculate leads needed to hit a revenue target?+
Divide the target by deal size to get deals, then divide by each stage's conversion rate in turn until you reach leads.
Which conversion rates should I use?+
Use your own historical rates by stage. Generic benchmarks mix different definitions of lead, MQL and SQL, so treat them as a sanity check only.
Why does the lead number look so high?+
Conversion rates multiply, so small losses at each stage compound. Improving one stage lowers the top-of-funnel volume you need.
How is this different from pipeline coverage?+
Coverage compares open pipeline to quota. The reverse funnel tells you how much activity you must create upstream to produce that pipeline.
More free tools for B2B SaaS