Map your full B2B demand generation funnel from visitors to closed revenue.
Enter Your Numbers
Total unique visitors per month
Percentage of visitors who become leads
Percentage of leads that qualify as MQLs
Percentage of MQLs accepted by sales
Percentage of SQLs that become opportunities
Percentage of opportunities that close won
Average contract value
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Enter your numbers and click Calculate to see your results.
Frequently Asked Questions
Everything you need to know about demand generation funnel calculator.
What is a demand generation funnel?
A demand generation funnel maps the journey of a potential buyer from first awareness of your brand through to becoming a paying customer. In B2B, this typically includes stages: Visitor → Lead → MQL (Marketing Qualified Lead) → SQL (Sales Qualified Lead) → Opportunity → Closed-Won. Each stage has a conversion rate that determines how many prospects progress to the next step.
What are typical B2B funnel conversion benchmarks?
Industry benchmarks vary by segment, but typical B2B SaaS rates are: Visitor-to-Lead: 1–3%, Lead-to-MQL: 25–50%, MQL-to-SQL: 20–40%, SQL-to-Opportunity: 40–60%, Opportunity Win Rate: 20–30%. These vary significantly by industry, deal size, and channel mix.
How do I improve my funnel conversion rates?
The highest-leverage improvements are usually at the MQL-to-SQL stage (better lead scoring and qualification) and the SQL-to-Opportunity stage (improved SDR outreach and sales enablement). For top-of-funnel, focus on intent-driven content and SEO. For bottom-of-funnel, invest in case studies, ROI tools, and competitive battle cards.
How does this calculator help with revenue forecasting?
By inputting your current traffic and conversion rates, you can project monthly revenue and work backwards to identify what needs to change to hit a revenue target. For example, if you need $500K/month in new revenue, the calculator shows exactly how many visitors, MQLs, and SQLs are required — making it a powerful planning tool for CMOs and demand gen leaders.
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