Book a time to discuss your funnel velocity.

Welcome to your Funnel Velocity Calculator!

Estimated time to complete: 10 minutes.
How To Fill In The Funnel Velocity Calculator:
  • If you know your firm's data go right head and enter the ratio into the field
  • Use the Tips  on each page to understand more.
  • If you don't know your data use the Quick Select option and use industry benchmark data

Also use this short article that follows the steps of the calculator to help answer any questions you may have about completing the calculator correctly.

What is Funnel Velocity and why should you care?

Funnel Velocity is critical in determining how much sales and marketing activity you should be doing to hit your revenue goals.

  • What activity level does the sales team need to hit to reach quota?
  • Benchmark your sales team's performance.
  • How many qualified leads must marketing deliver?
  • What digital & analogue channels yield the best ROI?
 Here's what you receive:
  • A one-page picture of your funnel, easy to read and share.
  • A guide to interpreting your results: Compare yourself to industry benchmarks.
  • The opportunity to discuss your results with a growth specialist if you wish.
Tell us a little about yourself:

What is your current revenue goal for new business?


Include new revenue from existing customers AND new revenue from new customers (but NOT any revenue from sales in a prior period.)

For the time period:

  • We usually recommend picking monthly, if you will use the results of the calculator to set ongoing goals and KPIs for the sales and marketing team.
  • If you are doing annual planning and running different scenarios and/or justifying spend to your boss, then clearly annual is the appropriate option.  
  • If you are running quarterly campaigns, then running a funnel calculator just for that campaign, just for that quarter can be very valuable.


What is the average sales value (ASV) of a typical opportunity or deal?


This is an average, so you'll need to make an estimate. The simplest method is to take the total new revenue from last year and divide it by the total number of new deals you closed in that same period.  (Include all new sales, renewals, up-sells and cross-sells when calculating this number.)

What percentage of your new revenue will come from ?


If you aren't sure, use last year's, last quarter's or last month's figures as a guide. If your business is subjected to seasonal differences be careful and pick from a similar period in a previous timeframe.

When you submit a proposal for new business to a prospect, what percentage of times do you win?


Note that this ratio is just from the proposal to close stage. Prospects should be well qualified at this point. Typically close rates with existing customers are notably higher than new prospects. Example: If on average you win one in every three times, enter 33%.

Quick select option

If you don't know this information, use the statement that best represents your firm and we'll use industry benchmark data to assist you.

What percentage of Sales Qualified Leads (SQLs) become a prospect?


When your sales people meet with a lead that has been identified as qualified, how often does that result in your firm submitting a proposal? It's possible, even likely, that salespeople will have multiple conversations and meetings with a qualified lead before submitting a proposal. This section covers all that activity.

Quick select option

Not sure? Pick the most relevant statement and we'll use industry averages to help you.

When sales reps call a brand new contact (ie makes a cold call) what percentage convert into a fully qualified lead (SQL) ?


Cold calling is super hard, and getting harder all the time, especially in this digital era when buyers have access to so much information. Remember this is the percentage of cold calls that make it to become fully qualified, not just expressing some level of interest.

Example: If your sales reps need to make 50 calls to get 1 fully qualified lead, enter 2%. 

Quick Select option:

If you're not sure, pick from industry benchmark data below.

What percentage of your qualified leads come from Sales activity vs Marketing vs Events ?


Often leads from events are lumped in with marketing. In this exercise we are asking you to split out leads from events from your digital marketing efforts. If you get leads from other "analogue" sources, such as print advertising, include it here too.

Not sure?  Consider these industry benchmarks belowAccording to Sirius Decisions the percentage of leads coming from marketing varies greatly depending on the size of business that you target. The percentage of leads generated by marketing for:

Enterprise accounts = 10%
Medium accounts (100 to 1000 employees) = 25%
SMB (up to 100 employees) = 45%


Note: this data excludes when marketing assisted in generating the lead. 


When someone attends an event you are running or attending, when you make a new connection, how many of them convert into Sales Qualified Leads?


Events are often the first interaction between contacts and your sales reps. Many business cards are exchanged! But how many times does this result in a genuine hot, qualified lead?  And not just a contact who isn't ready to buy yet. Make sure you only account for those leads that are really qualified.

 Quick select option:

What percentage of qualified leads generated by marketing are accepted by sales


Just because marketing generates a qualified lead, sales doesn't always accept that lead. Sales might reject a lead from marketing for any number of reasons. Historically poor quality leads from marketing and incomplete contact information in the CRM are examples of typical reasons for rejection.  

Quick select option:

What % of your contacts become Marketing Qualified Leads


With contacts in your database, it's marketing's job to continue to nurture leads and provide them with valuable, useful information, and to track their level of interest and engagement, so over time they become a qualified lead that's ready to talk to sales. 

When working out conversion rates, think about submissions on your key offer landing pages or email sends for an offer to your database.

Quick select option:

Not sure of the right ratio? Pick from these statements.

What percentage of your website visitors give you their contact information?


When someone visits your website, marketers must get visitors to stick around, engage with your site's content & fill in a form with their contact information (usually to receive something in exchange)

Specifically, what percentage of site visitors provide their name, and email address (at least) on a form or similar.

Quick select option

Not sure? Pick from the following statements and we will use the industry benchmarks to make an estimate.

When marketing generate a new contact, allocate what percentage comes from each digital channel.

Some definitions to help you:

Inbound marketing: This refers to all free, organic traffic coming through search engines such as Google. Users type phrases into the search engines, click on the link and it takes them to your site. (SEO) It also includes all free, organic social media traffic to your site from LinkedIn and Facebook and other social media channels.

Paid Channels: This includes all digital paid advertising such as Google Ads (Pay per click) and paid social media advertising as well as all banner ads and other paid digital sources such as retargeting.

Good web hosting platforms and marketing automation platforms (Like HubSpot) will track this. Google's webmaster tools will provide information on your paid (PPC) search results.

If you want to receive an email with a record of your results please

complete this short form

No Thanks, I don't need to save my results

just show me

The activity required to support

Marketing Owned

Website visits needed
Share of web visits
Inbound Marketing
Contacts needed
Contact to MQL rate
Marketing qualified leads needed
MQL to SQL accepted rate

Sales Owned

Contacts needed
Attendee to SQL rate
Events & Traditional Media
Contacts needed
Contact to SQL Rate
Sales Prospecting

Marketing to Sales Hand-off

Sales qualified leads needed
SQL to Opp Rate

Sales Owned

Opportunities needed
Opp Win Rate
Won Deals Needed
Installed Base

Sales Owned

Opp Win Rate
Installed base opportunities needed
Take Me Back, I Want To Try Again