Model a full marketing funnel stage by stage and find which stage is limiting total output.
Funnel conversion is multiplicative, so the overall rate is the product of every stage rate rather than their average. That is why a funnel with five healthy-looking 60% stages converts less than 8% end to end. The weakest stage governs the whole funnel: doubling the worst rate lifts total output far more than a small improvement everywhere else.
Marketing Funnel
Final volume = top-of-funnel × stage 1 rate × stage 2 rate × … (rates as decimals)
Final volume = top-of-funnel × stage 1 rate × stage 2 rate × … (rates as decimals) Funnel conversion is multiplicative, so the overall rate is the product of every stage rate rather than their average. That is why a funnel with five healthy-looking 60% stages converts less than 8% end to end.
The weakest stage governs the whole funnel: doubling the worst rate lifts total output far more than a small improvement everywhere else.
This calculator takes 5 inputs: Top-of-funnel volume, Visitor to lead rate, Lead to qualified lead rate, Qualified lead to opportunity rate, Opportunity to customer rate. The pre-filled defaults are a realistic starting point — replace them with figures from your own environment for a result you can act on.