Funnel Calculator

How far is your funnel from your new business target?

When a business is behind its new business target, the usual instinct is to generate more leads. Often the quicker win is converting more of the leads it already has, but from the inside it is hard to tell which.

Answer the twelve questions below with your own figures, and estimates are fine. You will see what your current funnel is likely to deliver over the next 12 months, how your conversion rates compare with typical B2B figures, and whether more leads or better conversion is the shorter route to closing the gap.

Your result builds as you type. Nothing you enter is stored or sent anywhere, and there is no email address to give.

The total number of organisations you could realistically sell to.
This tells us how much of that market is genuinely in play in any given year.
Annual contract value or first-year revenue from a new customer.
£
We use this to show what each win is worth over its lifetime, not just in year one.
years
Inbound enquiries, content downloads, event contacts, anything marketing hands to sales.
Leads that fit your ideal customer profile, meaning the right size, sector and need.
The first proper attempt, by phone or a personal email, not an automated reply.
A real conversation with a buyer who has a need, a timeframe and the authority to act.
%
Closed won as a share of all opportunities that reach a decision.
%
People who carry a new logo target, not account managers.
Alongside closing what is already in the pipeline. Be honest, most teams overestimate this.
New logos only, excluding renewals and upsell.
£

Your result

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Fill in your figures and your projection will appear here.

Companies in play this year–
Opportunities created per year–
Deals won per year–
Share of the in-play market you win–
Wins needed to hit target–
Lifetime value of this year's wins–
Lifetime value of the gap–
New opportunities per salesperson per month–

How your numbers compare

StageYoursTypical B2B

Two ways to close the gap

Generate more leads

Convert the leads you already have

Want to talk through what your numbers mean and which lever to pull first? Book 30 minutes with Phil.

Book a call with Phil

Headline figures are first-year revenue, because that is what a 12 month target is usually set against. Lifetime figures multiply by the years a customer stays and ignore churn and expansion. Assumes conversion rates hold as volume rises, which they rarely do. Typical ranges are indicative B2B figures and vary by sector and deal size, and the market coverage thresholds are our own judgement. Treat this as a starting point for a conversation, not a forecast.