ABM Webinar Pipeline Payback Calculator

Translate webinar registrations, SQL conversion, and deal values into the pipeline surplus (or shortfall) against your target coverage multiple. By comparing generated pipeline to program spend, you can see if the campaign pays back revenue goals before sales even closes deals.

Include media, production, speaker fees, promotion, and post-event nurture costs.
Count unique account registrations attributable to the ABM webinar program.
Percent of registered accounts expected to become sales-qualified leads.
Typical pipeline amount your revenue team attributes to each SQL sourced.
Optional — defaults to 3× coverage when blank

For marketing planning only — validate with your revenue operations team before final budgeting.

Examples

  • $48,000.00 spend, 260 accounts, 18.0% SQL rate, $36,000.00 per SQL, default multiple ⇒ $1,540,800.00 pipeline surplus
  • $22,500.00 spend, 140 accounts, 12.0% SQL rate, $28,000.00 per SQL, 2.5× target ⇒ $414,150.00 pipeline surplus

FAQ

How do I include influenced pipeline instead of sourced pipeline?

Use the portion of pipeline you attribute to the webinar for the pipeline per SQL input so the result reflects your attribution model.

Can I stress test best- and worst-case scenarios?

Yes. Adjust the SQL conversion rate upward or downward to generate separate outputs and compare the resulting pipeline multiples.

How do I interpret the pipeline multiple?

Divide the sourced pipeline by your program spend to calculate the actual multiple, then compare the surplus/shortfall output with your target to see the remaining gap.

What happens if my spend is $0 or fully covered by partners?

Enter the subsidized spend amount so the calculator only subtracts what your organization funds; a zero spend yields a surplus equal to total pipeline created.

Additional Information

  • Result equals total sourced pipeline minus the target coverage amount (program spend × coverage multiple).
  • A positive dollar figure indicates you exceed pipeline coverage goals; a negative number highlights a shortfall.
  • Pipeline is based on registered accounts multiplied by your SQL conversion rate and average pipeline dollars per SQL.
  • To find cost per SQL, divide program spend by the calculated SQL count before converting to pipeline.

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