Interactive B2B growth tool

B2B Funnel Value Calculator

See what a website visitor, lead, MQL, SQL, and opportunity are worth based on your actual funnel.

Use typical monthly averages from the same 6–12 month period. Everything runs locally in your browser.

Your average funnel

Enter typical monthly volume. The conversion rates and expected value at each stage update automatically.

2.0% to Lead
30.0% to MQL
40.0% to SQL
50.0% to Opportunity
25.0% to Closed Won
Final stage

One or more downstream stages are larger than the stage before them. The calculator will still work, but use averages from a consistent period for a more meaningful funnel model.

Customize funnel stages

Expected value of one website lead

1 lead ≈ $150

Based on your current funnel, one additional website lead represents approximately $150 in expected closed-won value.

Expected value by stage

Closed-won value distributed backward through the funnel.

Visitor$3
Lead$150
MQL$500
SQL$1,250
Opportunity$2,500
Closed Won$10,000

What more traffic is worth

+1,000 visitors ≈ $3,000

At your current 2.0% visitor-to-lead rate and downstream funnel performance, 1,000 additional visitors represent about $3,000 in expected closed-won value.

What if the website generated more leads?

Model a small lift without changing the rest of the funnel.

+20 leads ≈ +$3,000

That is roughly the same lead volume you would expect from 1,000 additional visitors at your current visitor-to-lead rate.

What this actually calculates

A lead is not worth the full value of a closed deal. Its expected value depends on how often leads make it through the rest of your funnel.

This calculator uses your typical funnel volume and average deal size to estimate the expected closed-won value of one visitor, lead, MQL, SQL, or opportunity.

How lead value is calculated

If your website produces 400 leads in a typical month and those leads map to about $60,000 in modeled closed-won value, each lead represents about $150 in expected value.

Expected lead value = Modeled closed-won value ÷ Lead volume

The same idea works at every stage. The farther someone has progressed through the funnel, the more expected value each person or account represents.

Use averages, not one unusually good month

B2B sales cycles rarely line up perfectly inside one calendar month. A lead created today may not become an opportunity or closed-won customer until weeks or months later.

For a more meaningful planning estimate, use typical monthly averages from the same trailing period — usually six or twelve months — rather than mixing unrelated months or cohorts.

Why this matters for website strategy

Once you know the approximate value of a website lead, web performance becomes easier to translate into business terms. Instead of stopping at “this experiment produced 20 more leads,” you can estimate what those additional leads may represent downstream.

That does not turn an estimate into guaranteed revenue. It gives you a common language for talking about traffic, conversion, funnel performance, and business value.

What this model does not tell you

This is a planning model, not a revenue forecast or attribution model. Actual outcomes will vary with lead quality, sales-cycle length, deal size, channel mix, attribution, and changes in downstream sales performance.

The calculator also treats average deal value as the value you want to model. If you care about profit rather than booked revenue, use a contribution or profit-based deal value instead.

Related tool: Traffic vs. CRO Growth Simulator

Web strategy · CRO · Analytics · Revenue

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