Enter nurturing and pipeline data
Formula used
Engaged Leads ÷ Leads Nurtured × 100
MQLs Generated ÷ Leads Nurtured × 100
SQLs Created ÷ MQLs Generated × 100
Won Deals ÷ SQLs Created × 100
(Average Score After − Average Score Before) ÷ (Target Score − Average Score Before) × 100
Target Days to SQL ÷ Average Days to SQL × 100
(Nurtured Revenue − Program Cost) ÷ Program Cost × 100
Weighted average of engagement, MQL rate, SQL efficiency, win rate, touchpoint completion, score progress, velocity, and ROI efficiency.
How to use this calculator
- Enter the total number of leads that entered your nurture workflow.
- Add engagement, qualification, pipeline, and deal counts from the same period.
- Provide revenue, program cost, touchpoint volume, and score progression values.
- Include your target days to SQL and optional baseline lead-to-win rate.
- Press the calculate button to see the result below the header and above the form.
- Use the exported CSV or PDF to share results with sales, demand generation, or leadership teams.
Example data table
| Input | Example value | Purpose |
|---|---|---|
| Leads nurtured | 500 | Total leads entered into the nurture sequence. |
| Engaged leads | 325 | Leads who opened, clicked, replied, or visited key pages. |
| MQLs generated | 140 | Leads that reached your marketing qualification threshold. |
| SQLs created | 82 | Leads accepted or advanced by the sales team. |
| Won deals | 24 | Closed deals sourced from the nurtured cohort. |
| Nurtured revenue | $72,000 | Total booked revenue from the nurtured cohort. |
| Program cost | $18,000 | Spend on tools, labor, content, and automation. |
| Average days to SQL | 28 | Observed average time from nurture entry to SQL. |
| Target days to SQL | 35 | Desired benchmark time for SQL creation. |
| Touchpoints sent | 2,500 | Total delivered messages or actions in the sequence. |
| Touchpoints completed | 1,825 | Meaningful content completions or interactions. |
| Average score before / after | 28 / 63 | Shows movement in fit and intent signals. |
| Target score | 70 | Threshold used to define readiness for handoff. |
| Baseline lead-to-win rate | 3.2% | Previous benchmark used for conversion lift. |
FAQs
1. What does this calculator measure?
It measures how well lead nurturing moves contacts through engagement, qualification, pipeline progression, and revenue generation while accounting for timing and program cost.
2. Which leads should I include?
Use a consistent cohort from one campaign, workflow, segment, or reporting period. Keep all counts tied to the same dataset for reliable results.
3. Why is baseline close rate optional?
The baseline rate helps show conversion lift against prior performance. You can still calculate the main effectiveness score without it.
4. Why can engagement be high while the index stays low?
Strong opens or clicks do not guarantee qualification, revenue, or speed. The index blends several pipeline outcomes, not one surface metric.
5. Can I use forecasted revenue?
Yes, but actual booked revenue is better. Forecasted values can help planning, yet they may overstate true ROI and commercial efficiency.
6. What is a good effectiveness score?
A score above 70 is generally strong. Scores above 85 suggest a highly optimized nurture process with healthy economics and timing.
7. How often should I review nurture effectiveness?
Monthly reviews work well for most teams. High-volume programs may benefit from weekly checks to spot conversion or velocity changes sooner.
8. Does this replace CRM attribution reporting?
No. It complements attribution reports by summarizing operational effectiveness, conversion quality, timing, and return in one decision-friendly view.