Calculator inputs
Enter totals for a chosen period. Add advanced fields to estimate revenue and efficiency.
Example data table
Sample weekly tracking. Use it to compare channels or teams.
| Week | Channel | Demos | Sales | Avg deal | Rate |
|---|---|---|---|---|---|
| 2026-W06 | Inbound | 42 | 12 | $4,800 | 28.57% |
| 2026-W06 | Paid Search | 25 | 4 | $5,600 | 16.00% |
| 2026-W06 | Partner | 18 | 6 | $7,100 | 33.33% |
Formula used
Demo to Sale Rate (%) = (Net Sales ÷ Total Demos) × 100
Net Sales = Closed-won Sales − Cancelled/Returned Sales
Qualified to Sale Rate (%) = (Net Sales ÷ Qualified Demos) × 100
Demos Needed for Goal = Sales Goal ÷ (Rate ÷ 100)
How to use this calculator
- Choose a period (week, month, quarter), then count completed demos.
- Enter closed-won sales that came from those demos.
- Optionally subtract cancelled/returned deals for a net view.
- Add qualified demos to see quality-adjusted conversion.
- Add average deal value and refunds for revenue context.
- Add cost per demo to estimate demo-based CAC efficiency.
- Use channel, segment, and team to compare performance.
- Download CSV or PDF to share with stakeholders.
FAQs
1) What does demo to sale rate measure?
It measures how often completed demos turn into closed-won customers. It helps diagnose lead quality, demo effectiveness, follow-up execution, and overall pipeline health.
2) Should I use net sales instead of gross sales?
If cancellations, churned trials, or chargebacks are common, net sales provides a more realistic view. If your cancellations are rare, gross sales can be acceptable for quick benchmarking.
3) What is a “qualified demo”?
A qualified demo meets your defined criteria, such as ICP match, budget, authority, use case, or intent threshold. Tracking qualified demos helps separate lead quality from demo execution.
4) How can I improve a low rate?
Tighten targeting, confirm fit before scheduling, personalize the demo around a single outcome, and end with a clear next step. Faster follow-ups also reduce drop-off.
5) Is a “good” rate the same for every business?
No. Deal size, sales cycle, product complexity, and lead sources change expectations. Compare against your own history first, then benchmark by segment and channel for fairness.
6) Why include average deal value?
It turns conversion into revenue impact. A slightly lower conversion rate can still win if deal value is higher, while a high rate might be less valuable with small deals.
7) What does demo-based CAC estimate mean here?
It’s a rough efficiency metric using demo volume and cost per demo only. It does not replace full CAC, since it excludes broader marketing, sales overhead, and retention costs.
8) How often should I review this metric?
Weekly for active campaigns and reps, monthly for leadership reporting, and quarterly for strategic planning. Always review alongside pipeline velocity and win rate to avoid misleading conclusions.