Move the sliders to model your funnel, from target accounts down to closed revenue. The calculator updates revenue, ROI and payback period live.
The calculator models a standard B2B funnel. It starts with your target account list and applies each conversion rate in sequence: accounts become marketing qualified leads, MQLs convert to sales qualified leads, SQLs turn into opportunities, and a share of those opportunities close as revenue. Multiplying the closed-won deals by your average annual contract value gives projected revenue. Subtracting your program spend produces net return, and dividing spend by revenue gives the payback period.
The core formula is straightforward. ROI equals net return divided by program spend, expressed as a percentage: ROI = (Projected revenue − Program spend) ÷ Program spend × 100. Payback period answers a different question, namely how long the revenue takes to cover the spend: Payback = Program spend ÷ Projected revenue × 12 months. Together they tell you both how efficient the program is and how quickly it pays for itself.
Traditional demand generation spreads budget across a wide audience and accepts low conversion at the top. An account-based approach inverts that. By focusing resources on a defined set of high-fit accounts, conversion rates at every stage tend to rise, deal sizes are larger, and sales cycles are more predictable. The result is a funnel where fewer inputs produce more revenue, which is why ABM programs often show stronger ROI and faster payback than broad-based campaigns.
Benchmarks vary by industry and deal size, but ABM programs typically see MQL rates on target accounts well above blended marketing averages, SQL conversion in the double digits, and closed-won rates that reflect the higher intent of pre-qualified accounts. Use your own historical data where you have it. If you are early and lack reliable numbers, model conservative rates first, then see how sensitive your projected revenue is to small improvements at each stage.
A strong projection is only useful if the underlying operations can deliver it. That means a clean CRM, automations that move accounts through the funnel without manual handoffs, and reporting that ties spend to closed revenue. Puetto configures the tools, builds the automations, and runs the day-to-day ops that make an account-based motion actually hit its numbers, faster than a hire and more accountable than an agency.
Book a free ops audit and we'll show you where your funnel is leaking revenue and what it would take to close the gap.
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