Grey Matter
B2B Funnel Calculator
B2B FUNNEL CALCULATOR

How much traffic and pipeline do you need to hit your goal?

Most teams set a lead target by gut feel. The better way is to start at the end, the new revenue you need, and work backward up the funnel to the pipeline, leads, and traffic required to get there. Pick your industry for benchmark conversion rates, then replace any you know with your own.

Funnel conversion ratesbenchmarks shown, edit any you know
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New to these terms? Quick definitions

MQL (marketing qualified lead): someone who raised their hand, a form fill, demo request, or content download. Visitors → MQL is the share of website visitors who do that.

SQL (sales qualified lead): an MQL that sales has accepted as a real, qualified opportunity. MQL → SQL reflects how aligned marketing and sales are.

Opportunity / quote: an active deal in the pipeline, a sent quote or proposal. SQL → opportunity is how many qualified leads become real deals.

Win rate: the share of those opportunities or quotes you actually close.

To hit your goal you need about
Enter your revenue goal and average deal size above
Now, can your marketing actually deliver that traffic?
Knowing you need a certain number of visitors a month is step one. Building the demand engine that produces them, and the conversion path that turns them into pipeline, is the work. That's where we come in.
Map my growth plan →
How to work backwards from a revenue goal
The same funnel math we use with clients, turned into a tool.

The most defensible way to set a traffic and lead target is to start at the end, the revenue you need, and work back up the funnel. It turns a vague "we need more leads" into a specific number you can plan and budget against.

  1. Start with the new revenue you need. Not total revenue, the growth you have to add this year.
  2. Divide by your average deal size to get the number of deals you need to close.
  3. Divide by your win rate to get the opportunities or quotes you need in the pipeline.
  4. Walk up the funnel to SQLs, then MQLs, using your stage conversion rates.
  5. Divide MQLs by your website conversion rate to get the visitors you need at the top.

Run it and you get a traffic target, a lead target, and a pipeline target that all ladder up to the same revenue goal, instead of three numbers that have nothing to do with each other.

B2B funnel conversion rate benchmarks
Starting points if you don't have your own numbers yet. Replace them with your actuals as soon as you can.
Funnel stageTypical rangeNotes
Website visitor → MQL (lead)0.5–5%Lower for complex, high-value deals; higher for lower-cost, higher-volume sales.
MQL → SQL10–20%How many marketing leads sales actually accepts as qualified.
SQL → opportunity / quote70–80%Most qualified leads should turn into a real opportunity or quote.
Opportunity / quote → closed (win rate)20–30%The share of quotes or opportunities you actually win.

These are directional. Your own historical rates always beat a benchmark, so swap them in the moment you have them. For spend benchmarks alongside your funnel targets, see the B2B Marketing Budget Benchmarks guide.

The point isn't the exact traffic number, it's the chain of logic. When your traffic, lead, and pipeline targets all trace back to one revenue goal, every assumption becomes visible and arguable. That's a plan you can defend, and fix, instead of a number you hope works.
Frequently asked questions
How do I calculate how many leads I need?
Work backward from revenue. Divide your new revenue goal by your average deal size to get deals needed, divide by your win rate to get opportunities, then walk up the funnel through SQLs and MQLs using your stage conversion rates. The tool above does this for you.
How much website traffic do I need to hit my revenue goal?
Once you know how many MQLs you need, divide by your website conversion rate, the share of visitors who become a lead, typically 0.5% to 5% in B2B. That gives the annual traffic target. Divide by 12 for a monthly number.
I sell on subscription (MRR or ARR). What deal size do I enter?
Use the annual contract value: monthly price times 12, or your average ACV. Keep the revenue goal annual too so both are on the same basis. Do not enter the monthly fee, which understates deal value about 12x, or the full multi-year contract value, which overstates a single year. For one-time or project sales, use the value of a typical order.
What are good B2B funnel conversion rate benchmarks?
As rough starting points: website visitor to MQL 0.5 to 5 percent, MQL to SQL 10 to 20 percent, SQL to opportunity or quote 70 to 80 percent, and win rate 20 to 30 percent. Use your own historical rates whenever you have them, they always beat a benchmark.
What is the difference between an MQL and an SQL?
An MQL (marketing qualified lead) has shown enough interest that marketing thinks it is worth a look. An SQL (sales qualified lead) is one sales has accepted as a real, qualified opportunity. The MQL to SQL rate shows how aligned marketing and sales are.
What if I do not know my conversion rates?
Start with the benchmarks this tool pre-fills by industry for a directional answer, then prioritize measuring your real rates by stage, because that is what makes the math accurate for your business.
Why work backward from revenue instead of setting a lead goal?
A lead goal set in isolation has no connection to the money. Working backward ties traffic, leads, and pipeline to the revenue you actually need, so you can see whether the goal is realistic and where the funnel will break first.
Once you know your traffic target, size the budget to hit it. Use the B2B Marketing Budget Calculator to build the number →
Method adapted from our guide, How to Calculate Your B2B Marketing Budget in Under 30 Minutes. Benchmark conversion rates are directional, drawn from that guidance plus B2B website conversion data. Your real number depends on your funnel, deal size, and sales motion. Treat this as a planning model, not a guarantee.