Model your funnel from leads to MQLs, SQLs, and closed deals to project pipeline, revenue, ROI, and cost per stage — all from a single marketing spend figure.
Results update live as you type
Each stage multiplies by its conversion rate. All figures are estimates for planning purposes.
Cost / Lead
$40.00
Cost / SQL
$285.71
CAC
$1,142.86
MQLs, SQLs, and customers compound through each conversion rate you set.
Cost per SQL is often the cleanest efficiency signal in a long B2B cycle.
Match revenue to the period your spend actually influenced for accurate ROI.
B2B revenue is earned stage by stage. Understanding each one is how you find the leaks worth fixing.
Leads enter the top, become MQLs when they show real interest, convert to SQLs once sales accepts them, then close as customers. Each stage filters the last.
An MQL is marketing-qualified by behavior; an SQL is sales-accepted as a true opportunity. The handoff between them is where many B2B funnels leak value.
B2B deals can take months. Spend in one quarter may close in the next, so ROI must use matching time windows or it will look artificially low.
Average contract value (ACV) is the lever that justifies higher acquisition costs. A larger deal size lets you profitably spend more per lead and per SQL.
Cost per SQL = spend ÷ SQLs. Because SQLs are real opportunities, this metric predicts pipeline far better than cost per raw lead.
Target the weakest stage. Lifting a 25% MQL-to-SQL rate to 35% flows through every downstream stage, multiplying customers and ROI without more spend.
We build demand-gen and pipeline programs for B2B teams across Canada. No long-term contracts.