B2B SaaS Pipeline Calculator
From organic sessions to pipeline dollars - with the sales-cycle lag.
Inputs
Results
Adjust the inputs to see your forecast.
What this number means
Pipeline added per month is the value of new customers created each month: at the defaults, 15,000 sessions x 3% trial x 20% paid = 90 customers x $12,000 ACV = $1,080,000/month, or $12.96M over 12 months.
Revenue recognized applies the sales-cycle lag: with a 2-month cycle, only 10 of the 12 months close inside the horizon, so $10.8M is recognized. The two charts make the lag visible - pipeline climbs from month 1 while recognized revenue stays flat until month 3. That gap is why SaaS SEO looks bad in quarter 1 and heroic by quarter 4.
The formula
In plain English: sessions become trials, trials become customers, customers become pipeline - then the sales cycle delays the revenue.
- Trials per month = Sessions x Visitor-to-trial rate
- Customers per month = Trials x Trial-to-paid rate
- Pipeline per month = Customers x ACV
- Total pipeline = Pipeline per month x Horizon months
- Recognized revenue = Pipeline per month x (Horizon - Sales cycle), floored at zero
Worked example
A B2B SaaS company drives 15,000 organic sessions a month. At a 3% trial rate (450 trials) and 20% trial-to-paid (90 customers) with a $12,000 ACV, organic search creates $1.08M in pipeline every month. Over a year that is $12.96M of pipeline, but with a 2-month sales cycle only $10.8M is recognized inside the year.
The recognized-revenue chart is the board slide: flat for two months, then climbing steeply. Anyone judging the SEO program on closed revenue in month 2 will kill a program that pays $10.8M by month 12.
Assumptions and limitations
- Conversion rates are the fragile inputs. Small moves in trial-to-paid swing pipeline by millions - use measured funnel data.
- ACV is treated as uniform. Real deal sizes vary; a few enterprise outliers change everything.
- No churn modeled. Recognized revenue assumes customers stay; logo churn reduces it.
- Linear, steady-state flow. Sessions are assumed constant - growth, seasonality, and ramp are not modeled here (see the Traffic Forecaster).
- All figures are planning estimates.