Funnel Planner Calculator

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.

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.

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.

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.

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.

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.