Marketing Automation ROI Calculator

Optimizing the marketing and sales funnel can have a measureable impact on top-line revenue. Use this calculator, based on SiriusDecisions standards, to calculate and optimize your Revenue Cycle.

The SiriusDecisions methodology is used to make these calculations; it divides the marketing and sales process into these five steps:

1. Marketing response to Inquiry

2. Inquiry to Marketing Qualified Lead

3. Marketing Qualified Lead to Sales Accepted Lead

4. Sales Accepted Lead to Sales Qualified Lead

5. Sales Qualified Lead to Close

Step

Replace the Values Below or Use the Industry-Standard Benchmarks Provided.

Your revenue/bookings target for this year

This number should be the additional revenue driven by marketing and sales activity

Source: SiriusDecisions

Average product/service selling price

If your calculations are based on a number of products or services, use a blended selling price

Source: SiriusDecisions

Percent of revenue marketing is responsible for

Common breakdown of marketing's responsibility based on company size.

18%: ($1B+)
33%: ($101M - $500M)
28%: (<$101M)

Source: SiriusDecisions

Opportunity to close rate

Win Rates are impacted by many factors, including sales skill set and competition as well as current economic conditions. Tracking win rates is important for marketers to evaluate the ROI of their marketing activities and develop tools that sales needs operate more effectively.

30.7%: Best
26.9%: Better
23.1%: Average

Source: SiriusDecisions

Percent of marketing leads that become opportunities

Sales Qualified Lead (SQL): A lead that has evolved into an opportunity, one that is deemed “pipeline quality” by the organization.

According to Sirius Decisions research, conversion rates to Sales Qualified Leads vary as follows:

Average: 49.1%
With strong processes in place: 56.4%
With best practice processes in place: 60.5%

Source: SiriusDecisions

Percent of marketing leads accepted by sales

Sales Accepted Lead (SAL): A lead that has been formally accepted by the sales team; when this occurs, sales is compelled to work the lead in a given time frame.

According to Sirius Decisions research, conversion to Sales Accepted Leads vary as follows:

Average: 58.3%
With strong processes in place: 65.6%
With best practice processes in place: 74.5%

Source: SiriusDecisions

Percent of sales ready inquiries generated by marketing

Marketing Qualified Lead (MQL): A "suspect" or “prospect” that is deemed ready for handoff to sales. You can think of this as your Total Addressable Market. Only a small fraction of early inquires are actually ready for sales engagement. Determining sales readiness usually requires additional interaction via phone to better evaluate standard criteria like budget, authority, need and timeline (BANT).

According to Sirius Decisions research, Inquiry to Marketing Qualified Lead conversion rates vary as follows:

Average: 3.9%
With strong processes in place: 5.8%
With best practice processes: 9.7%

Source: SiriusDecisions

Average marketing campaign response rate

Response: A raw inquiry or hand-raiser, this is the number of unique names generated by an outbound marketing program; relatively little is known about the prospect at this point. An inquiry can be an email click through, event registration, asset download or phone call.

According to Sirius Decisions research, average campaign response rate breaks down as follows by annual company revenue:

$10-100M: 2.34%
101-500M: 2.22%
501-1B: 2.33%
Over 1B: 1.63%

Source: SiriusDecisions