How to use this calculator
Use stage conversion rates measured on one cohort and a consistent revenue amount per new customer.
Formula and method
Customer probability per starting lead = qualification rate×qualified-to-customer close rate. Expected revenue per lead = probability×customer revenue.
Worked example
40% qualify, 20% of those close, and a customer yields 500 revenue: expected revenue per lead is 40 and contribution at 50% margin is 20.
Assumptions and supported scope
Two-stage simplified funnel; excludes timing, returns, repeat purchases, and acquisition cost. Stage percentages are conditional.
Method references
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