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Sales pipeline calculator
Put in your target and your stage conversion rates. The calculator works backwards to the meetings, qualification calls, discovery calls and demos it takes to get there, and how many of those your SDR needs to book.
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Activity needed per year, quarter, month or week
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How many meetings your SDR books and how many you source yourself
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What each meeting, call and demo is worth to you in commission
How to use it
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Enter your annual target and average deal size.
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Set your conversion rate at each stage, ideally from your CRM.
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Set the share of meetings your SDR books and how many weeks a year you sell.
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Switch between year, quarter, month and week to set your activity goals.
How the numbers work
Deals needed is your target divided by your average deal size. Each stage above is the one below divided by its conversion rate: demos are deals divided by your demo win rate, discovery calls are demos divided by your discovery-to-demo rate, and so on up to booked meetings.
Weekly figures use your selling weeks, not 52, so holidays, bank holidays and kick-off are accounted for. The example conversion rates are illustrations; your own CRM data will always be better.
Questions
How do I work out how many meetings I need to hit quota?
Divide your target by your average deal size to get the number of deals, then divide by each conversion rate in turn: win rate from demo, discovery to demo, qualification to discovery, and show rate. The result is the number of meetings you need to book.
What is pipeline coverage?
Pipeline coverage is the value of open pipeline divided by the target it needs to deliver. If you win one in four demos, you need four times your target at demo stage. Many teams aim for three to four times coverage, but the right number depends on your win rate.
How many meetings should an SDR book?
It depends on how many meetings your AEs need and what share the SDR is expected to provide. Put the AE target and conversion rates into the calculator and it shows how many meetings the SDR needs to book each week.
What conversion rates should I use?
Use the last two or three quarters from your CRM if you can. If you do not track a stage yet, start with a sensible estimate and replace it as data builds up. Small numbers of deals can swing rates a lot, so look at a long enough period.
More free sales tools
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Pipeline Timing Planner: See when each stage has to happen to hit each quarter, and what to do this week.
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Understand Your Commission Plan: Model any commission plan and see your earnings and UK take-home at any attainment.
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SDR Capacity Planner: What one SDR really produces in a month, and whether the activity target fits in a day.
Pipeline not adding up?
We help sales teams set realistic pipeline targets, build the reporting to track them, and fix the stages where deals leak.