Lead-to-revenue formula
Carry every stage assumption into the answer.
Leads × lead-to-MQL rate × MQL-to-SQL rate × SQL-to-opportunity rate × opportunity-to-customer rate Each rate is applied sequentially; changing one stage changes every downstream volume.
Modeled customers × average deal value A deterministic extension of the visible stage math, not a forecast of timing, capacity, or collected revenue.
The result is only comparable when stage definitions, cohort windows, and the average-deal-value rule remain stable.
Each conversion rate must be entered as a percentage and is applied sequentially. The calculator retains decimal precision through the chain, then rounds displayed stage volumes to whole records.
Worked example
For 5,000 leads, a 35% lead-to-MQL rate, 45% MQL-to-SQL rate, 30% SQL-to-opportunity rate, 22% opportunity-to-customer rate, and a $6,000 average deal value:
- MQLs = 5,000 × 35% = 1,750
- SQLs = 1,750 × 45% = 788 displayed
- Opportunities = 787.5 × 30% = 236 displayed
- Customers = 236.25 × 22% = 52 displayed
- Modeled revenue = 51.975 × $6,000 = $311,850
Method and assumptions
The calculation assumes every stage is mutually understood, measured over a compatible cohort window, and applied in sequence. Average deal value is treated as a simple constant. No time lag, capacity constraint, re-entry, duplicate record, or cohort-mix adjustment is included.
Limits
This is planning arithmetic, not a forecast. Historical stage rates may not hold after traffic mix, qualification rules, sales capacity, pricing, seasonality, or attribution changes. Use cohort conversion rates when cycle times are long.
Use the lifecycle operations desk to govern stage entry, exit, ownership, and source preservation before treating funnel math as an operating target.