Free tool

Funnel Throughput Calculator

Enter your funnel, then drag your lead volume or any conversion rate to see what changing that one thing would be worth in new ARR. No email, no sign-up.

Your funnel today

Monthly volumes. Use whatever numbers you actually have — rough is fine.

Conversion rates

Timing

Display only. This changes the caveat sentence under the result and nothing else — no number on this page is calculated from it.

Modeled new ARR from one year of lead flow

$1,900,800

Change vs. baseline

$0 vs. baseline

Drag a lever below to model a change.

Steady-state run rate. At a 60-day average sales cycle, changes take roughly 2 months to be fully reflected in ARR.

Monthly funnel volumes

Leads
500
MQLs
125
SQLs
50
Opportunities
30
Closed Won
6.6

What if you changed something?

Drive more leads, or convert the ones you have better. Each slider starts at your current number; editing a field above resets its slider.

500

Baseline 500

25%

Baseline 25%

40%

Baseline 40%

60%

Baseline 60%

22%

Baseline 22%

Where the money is

What each lever is worth on its own — moving that one thing to its slider position while everything else stays where it is today.

Lever Baseline Scenario New ARR impact
Leads Monthly lead volume 500 → 500 500 500 $0
CR1 Lead → MQL 25% → 25% 25% 25% $0
CR2 MQL → SQL 40% → 40% 40% 40% $0
CR3 SQL → Opportunity 60% → 60% 60% 60% $0
CR4 Opportunity → Closed Won 22% → 22% 22% 22% $0

Each lever is shown in isolation. Because the funnel compounds, individual impacts won't sum to the combined total.

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How the math works

Each stage multiplies into the next, and the deals that come out the bottom are annualised at your average contract value: 

MQL    = leads × CR1
SQL    = MQL   × CR2
Opps   = SQL   × CR3
Won    = Opps  × CR4

new ARR = Won × ACV × 12

What it deliberately ignores

This is a steady-state run rate, not a forecast. It says nothing about:

  • Retention, renewal, churn or expansion. The number is new ARR, never total ARR.
  • Cohorts, ramp, seasonality or any month-by-month projection.
  • Multiple segments or channels. One funnel, one blended set of rates.
  • What any of it costs. Doubling lead volume and adding 5 points to a rate are not remotely the same amount of work.