Benchmark dependency
A lot of this model runs on external benchmarks. Benchmarks are useful starting points. They are not evidence that your campaign will behave the same way.
The VibraryInteractive tool
B2B Marketing & Sales Funnel Calculator
Model the full path from marketing spend to pipeline.
Build the funnel backward from your business goal. See what it takes to get there, then pressure-test the assumptions along the way.
A pipeline target without a marketing model is just a number. A media budget without a sales outcome is just a budget.
The problem? You can make the numbers say almost anything.
This tool connects the two and gives you a way to sanity-check the story the numbers are telling you.
14 inputs · 13 sanity checks
01 · Build the funnel
What are you trying to generate?
$
$
%
$
$1M revenuerequires7 closed dealswhich requires28 opportunities
$1M ÷ $150K deal size = 7 deals · 7 deals ÷ 25% win rate = 28 opportunities
Media costs
CPM, CPC and CTR are tied together — pick the two you know, the tool calculates the third.
$
$
$65 CPM ÷ (0.81% × 1,000)
%
Now work backward through the funnel.
These will vary by channel. This is kept high-level, so enter your blended average. The tool uses it to pressure-test the plan.
To hit $1M in revenue, you need $4.2M in pipeline.
28 opportunities × $150K deal size · 4.2x coverage at 25% win rate
02 · See the math
Your model requires…
Your goal demands
- impressions/yr
- 5,044,356
- clicks/yr
- 40,860
- annual spend
- $328K
- monthly spend
- $27K/mo
- pipeline
- $4.2M
- revenue
- $1M
Estimated annual audience capacity (4x/month, theoretical)
- impressions/yr
- 5,760,000
- clicks/yr
- 46,656
- max annual spend
- $374K
- max monthly spend
- $31K/mo
- Expected annual paid revenue capacity
- $1.2M
This is a modeled expected value, not a guaranteed revenue ceiling. It reflects the average outcome implied by the audience, frequency, CTR, and conversion assumptions.
120,000Total Addressable Market
$65 CPMBenchmark
5,044,356Impressions
0.81% CTRBenchmark
40,860Clicks
33 clicks per leadBenchmark
1,239Leads
3 leads per MQLBenchmark
413MQLs
6.7 MQLs per SQLBenchmark
62SQLs
2.2 SQLs per opportunityBenchmark
$4.2M28 opportunitiesOpportunities (pipeline)
25% win rateBenchmark
$1M7 dealsClosed deals (revenue)
Required media spend
$328K
40,860 clicks × $8.02 CPC Benchmark
If every assumption holds. Which is a big if.
- Media-only CAC
- $47K
- ROAS
- 12.8x
- Monthly ad spend
- $27K
- Assumed sales cycle (months)
- ~6
03 · Okay. Let's try to break it
The tool ran a dozen sanity checks. These are the 4 most likely to sink the forecast, worst first.
The one to double-check
Win rate. Given how confident you said you are, a plausible miss from 25% to 18.75% increases required media spend by 36%. Worth validating before you worry about whether CTR is 0.9% or 1.1%.
Cash goes out long before it comes back
With a 6-month sales-cycle assumption, the model implies a meaningful period of media investment before closed-won results may materialize. At roughly $27K per month, that could mean around $164K in media spend over 6 months. Actual timing will vary, and deals may close earlier or later.
Audience deserves scrutiny
The model requires roughly 40,860 clicks from an estimated audience of 120,000. That's a substantial volume relative to your audience size. Make sure "reachable audience" means people you can realistically deliver impressions to, and remember that clicks are not necessarily unique people.
Your funnel
- revenue goal
- $1M
- pipeline needed
- $4.2M
- deals
- 7
- opportunities
- 28
- SQLs
- 62
- MQLs
- 413
- leads
- 1,239
- clicks
- 40,860
- estimated media spend
- $328K
- media-only CAC
- $47K
- pipeline-to-media-spend ratio
- 12.8x
- assumed sales cycle
- ~6 mo
Looks solid
The budget covers the goal
$30K/mo funds the ~$27K/mo this goal demands, with room to spare.
The audience can absorb it
At 4x a month, 120,000 people can take ~$374K of media a year. The plan needs $328K.
ROAS is 12.8x
Each media dollar maps to about $12.81 of modeled pipeline. That's pipeline, not won revenue.
Potential Problems
Benchmarks
11 inputs come from external benchmarks, not your data.
Win rate
This assumption has a large impact on the model and should be validated.
Sales cycle
A 6-month sales-cycle assumption implies ~$164K of media before closed-won results may show up.
Reachable audience
~40,860 clicks needed from an audience of 120,000.
What I'd validate first
- Benchmarks
- Win rate
- Sales cycle
Things the tool didn't factor in
The offer on the page
A demo request and an eBook download convert very differently, with very different intent. One blended MQL rate hides who's actually ready to buy.
Who's qualifying the leads
How many BDRs are working these MQLs, and how fast? Without the headcount, conversion falls off a cliff.
What counts as a conversion
A form fill, an engaged account, a lead score threshold, a booked meeting? It means whatever marketing says until sales looks at the list.
Campaign shape
TOFU, MOFU and BOFU programs behave differently. Awareness won't close deals this quarter, but without it, BOFU capture gets expensive fast.