Demo-to-Closed-Won Funnel Value Calculator

Feed demo volume, conversion rates, deal size, and sales cycle timing into this funnel translator to reveal qualified pipeline, closed-won counts, bookings, and quota coverage in one snapshot.

Count of inbound demo requests or booked meetings per month (include outbound demos if reps run the same motion).
Share of demos that qualify into sales accepted or SQL status.
Close rate for SQLs that progress to deals (enter your blended win rate for the segment).
Average bookings per new logo closed from demo-led pipeline (use ARR or TCV depending on your quota metric).
Defaults to 3 months. Converts bookings into expected revenue timing.
Defaults to $500,000.00. Compare projected bookings against your monthly quota or pipeline coverage target.

Actual conversion rates vary by rep capacity, ICP fit, and product readiness. Reconcile results with CRM data before setting quotas or spend commitments.

Examples

  • Example 1 — 400 demos, 35% demo→SQL, 22% SQL→closed, $28,000.00 deal size, 3-month cycle, $500,000.00 quota ⇒ Qualified SQLs per month: 140.00 • Closed-won deals per month: 30.80 • Projected bookings per month: $862,400.00 USD • Expected revenue realized per month (cycle-adjusted): $287,466.67 USD • Pipeline coverage vs. quota: 1.72×
  • Example 2 — 220 demos, 42% demo→SQL, 18% SQL→closed, $34,500.00 deal size, 4-month cycle, $350,000.00 quota ⇒ Qualified SQLs per month: 92.40 • Closed-won deals per month: 16.63 • Projected bookings per month: $573,804.00 USD • Expected revenue realized per month (cycle-adjusted): $143,451.00 USD • Pipeline coverage vs. quota: 1.64×

FAQ

How should I handle multi-touch attribution?

Blend pipeline from other channels into the quota target or rerun the calculator per channel, then combine coverage ratios to get a holistic view.

Can I model enterprise vs. SMB separately?

Yes. Run separate scenarios with conversion rates and deal sizes tailored to each segment, then add the bookings together for a total outlook.

What if my sales cycle is seasonal?

Adjust the sales cycle input to the current quarter's pacing so the cycle-adjusted revenue reflects real-world timing.

Does the calculator assume demos are evenly distributed?

Yes. For lumpy demand, use the average demos for the period and rerun the tool with high and low scenarios to bracket outcomes.

Can I forecast ARR recognized this quarter?

Set the sales cycle input to match your revenue recognition lag, then multiply the cycle-adjusted revenue output by the number of months remaining in the quarter for a quick ARR projection.

Additional Information

  • Qualified SQLs multiply demo volume by your qualification rate to show how many opportunities feed the pipeline.
  • Closed-won deals apply the SQL close rate to reveal expected bookings count.
  • Projected bookings per month multiplies wins by average deal size for a bookings forecast aligned to demand gen performance.
  • Cycle-adjusted revenue spreads bookings over the entered sales cycle to approximate recognized revenue timing.
  • Pipeline coverage compares bookings to your quota target so you can see whether demo volume supports sales goals.
  • Compare the pipeline coverage output with board-level coverage targets (often 3×) to identify whether additional spend or enablement is required.

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