Sales Funnel ROI Calculator

We’re pretty diehard about optimizing lead follow-up: even a minuscule improvement can have a monumental impact on pipeline. I recently audited a client’s lead management process and found that improving the BDR-to-AE handoff by just 5% would generate an additional $549,477 in their annualized bookings without any additional spend to fill the top of the funnel. 🤯 (And we’ve helped a client improve that handoff by 50%!)

I ended up creating a lil Sales Funnel ROI Calculator to help you tinker with your own conversion rates and model the impact.

To use the calculator:

Simply enter the date that your fiscal year started
Fill in the inputs for MQLs, Meetings, SQLs, Total Pipeline, Closed Won Opps, and Total Bookings for this Fiscal Year.
Note: the default values use a standard calendar year, a 30% MQL to Meeting rate, 50% Meeting to SQL rate with an ASP of $50,000 and a Win Rate of 33%.

The calculator will then figure out your baseline conversion rates.

You can then play around with the Improvement % columns to see how improving the Marketing > BDR (default 5% improvement) and BDR > AE handoffs (default 5% improvement) would affect your pipeline.

It will calculate:

What your “new” values would be at this point in the year
The difference between your current actual values
An annualized difference based on current progress through your fiscal year

Chances are the ROI of even a modest improvement will outstrip the slickest MarTech or most viral marketing campaign. Have fun!

See the Pen
ROI Calculator by Todd (@Sponge_)
on CodePen.

A couple notes:

It reacts to when the start of your fiscal year is.
If you don’t know your existing conversion rates, you can reference our funnel benchmarks.

More in the lead follow-up series:

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More in the lead follow-up series:

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