B2B marketing budget calculator
Translate a revenue target into required leads, the paid lead gap, media budget, operations cost, and marketing cost per required deal.
Open toolCalculate backwards from revenue to the funnel required.
Start with the annual target and average deal value. Then make every conversion assumption visible from website visitor through closed-won deal.
How the calculation works.
The calculator determines required closed-won deals and works backwards through opportunity, meeting, lead, and visitor conversion rates. It rounds each operating target up.
How to use the result.
Use the largest unrealistic step to find the constraint. Do not add volume everywhere when one conversion assumption or handoff is responsible for the gap.
Formula behind the result.
- Deals
- Revenue target ÷ average deal value
- Opportunities
- Deals ÷ opportunity win rate
- Meetings and leads
- Next-stage requirement ÷ stage conversion rate
- Pipeline coverage
- Required opportunity value ÷ revenue target
Worked example.
A $2 million target at $50,000 per deal requires 40 wins. At a 25% opportunity win rate, the team needs 160 opportunities and $8 million in qualified pipeline.
Questions worth asking.
What does a B2B revenue funnel calculator do?
It works backwards from a revenue target to show how many deals, opportunities, meetings, leads, and website visitors the current conversion rates require.
What is pipeline coverage?
Pipeline coverage compares the total value of required qualified opportunities with the revenue target for the same period.
Should inbound and outbound use the same conversion rates?
Usually not. Calculate each motion separately when its qualification, meeting, opportunity, or win rates differ materially.
Is the output a forecast?
No. It is a planning model. A forecast should also use timing, stage age, deal quality, and current opportunity-level evidence.