Calculator Inputs
Use the fields below to estimate funnel-driven and market-capped annual revenue potential.
Example Data Table
| Input | Example Value | Purpose |
|---|---|---|
| Monthly Leads | 1,800 | Starting top-of-funnel volume. |
| Qualification Rate | 38% | Share of leads that fit criteria. |
| Opportunity Rate | 42% | Qualified leads becoming real opportunities. |
| Close Rate | 24% | Opportunities converted into buyers. |
| Average Deal Value | $950 | Revenue per initial sale. |
| Annual Purchase Frequency | 2.3 | Expected repeat buying behavior. |
| Retention Rate | 82% | Customer continuity across the year. |
| Reachable Market Share | 12% | Practical share of the addressable market. |
Formula Used
Annual Leads = Monthly Leads × 12
Qualified Leads = Annual Leads × Qualification Rate
Sales Opportunities = Qualified Leads × Opportunity Rate
Won Customers = Sales Opportunities × Close Rate
Gross Revenue = Won Customers × Average Deal Value
Repeat Revenue = Gross Revenue × Annual Purchase Frequency × Retention Rate
Growth Adjusted Revenue = Repeat Revenue × (1 + Annual Growth Rate)
Market Cap Revenue = Annual Market Size × Reachable Market Share
Adjusted Sales Potential = Growth Adjusted Revenue × Channel Efficiency × Seasonality Factor × Confidence Factor
Final Base Potential = Lower of Adjusted Sales Potential and Market Cap Revenue
Conservative Scenario = Base Potential × 0.85
Optimistic Scenario = Base Potential × 1.15, capped by market limit
How to Use This Calculator
- Enter your estimated monthly lead generation volume.
- Add funnel conversion assumptions from qualification to closed sales.
- Enter average deal value and yearly purchase frequency.
- Adjust retention, channel efficiency, and confidence levels.
- Set annual market size and reachable share to cap unrealistic forecasts.
- Include current revenue and marketing spend for gap and ROI context.
- Click the calculate button to view result cards, table, and chart.
- Use the CSV and PDF buttons to export the displayed output.
Frequently Asked Questions
1. What does sales potential mean?
Sales potential estimates the revenue your business could realistically generate using current funnel assumptions, market reach, repeat buying behavior, and operational adjustments.
2. Why is market size included?
Market size prevents unrealistic projections. Even a strong funnel cannot exceed the share of demand your team can actually reach and serve.
3. What is the confidence factor?
Confidence factor discounts projections when assumptions are uncertain. Lower values produce a more cautious forecast for planning and budgeting.
4. What does channel efficiency represent?
Channel efficiency adjusts revenue based on how effectively your marketing and sales channels convert effort into actual revenue outcomes.
5. Why are there three scenarios?
Conservative, base, and optimistic scenarios help compare downside, expected, and upside outcomes, improving resource allocation and target setting.
6. Can I use this for B2B and B2C?
Yes. The model works for both, as long as your input assumptions reflect your actual lead flow, deal value, purchase frequency, and retention pattern.
7. Is ROI multiple the same as profit?
No. ROI multiple here compares projected sales potential with marketing spend. It does not subtract operating costs, fulfillment, or overhead.
8. How often should I update inputs?
Update inputs monthly or quarterly. Refreshing conversion rates, deal values, and retention data keeps the forecast aligned with market reality.