Tools: Pipeline arithmetic you can check

Pipeline coverage is open pipeline divided by the revenue still to close. The ratio you need is not a rule of thumb: it is 1 divided by your win rate after slippage. Enter your target, what is already closed, your trailing win rate and the share of pipeline that slips out of the period, and the calculator returns the coverage ratio and the pipeline it implies.

Start from the new revenue you need, divide by your average deal to get wins, then divide back up the funnel by each stage's conversion rate. The result is the volume every stage must produce for the target to be reachable. Edit any stage's rate with your own numbers, and the volumes above it update in the same sentence.

Enter a quarter's program budget, how you plan to split it across three channels, and each channel's cost per lead and lead-to-opportunity rate. The allocator returns the opportunities and pipeline each channel buys, the cost per opportunity of each, and what moving a tenth of the budget from the most expensive channel to the cheapest would add at today's rates.

Pipeline velocity is the revenue your pipeline produces per day: open opportunities times win rate times average deal value, divided by the sales cycle in days. Enter your four numbers and the calculator returns velocity per day, per month and per quarter, and which of the four levers would add the most if you improved it by a tenth.

Add up what a sponsorship really costs (the fee, travel and staff time, the booth and materials), enter the meetings you expect to book and how they convert, and the calculator returns the cost per meeting, the pipeline each dollar buys and the expected revenue. Run it before you sign, with the meetings you can commit to, and again after the event with the real count.

Customer acquisition cost (CAC) payback is the number of months of gross profit a new customer takes to repay what you spent to win them. Enter the sales and marketing spend for a period, the new customers it won, their average first-year contract value and your gross margin. The calculator returns CAC and the payback in months.

Start from the attendees you want live, divide by the share of registrants who show up and by the registration page's conversion, and you have the registrants and page visitors your promotion has to deliver. Add the share of attendees who take a meeting and the calculator shows the meetings the webinar should produce.

A lead score that sales believes separates who the lead is (fit) from what they did (intent), and lets intent fade. Enter the fit points, the intent points earned, the days since the last engagement, the half-life of intent and the score that makes a marketing qualified lead. The calculator returns today's score and how many days the lead has before it falls below the line.

A service level agreement between marketing and sales is a short document both teams sign: what counts as each stage, what marketing commits to deliver, how fast sales responds and works each lead, what happens to leads sales rejects, and the weekly review that keeps both honest. Fill in the brackets with your own definitions and numbers.

A lead score sales trusts has two parts kept apart: fit, for who the lead is, and intent, for what they did lately, with intent points halving over time. This sheet lists the attributes and behaviors to score, a points column to fill in, the rules for setting the threshold, and a calculator that shows how a lead's score decays toward the line.

Fifteen metrics in four rows, from spend to revenue, each with its formula, where it comes from and how often to look at it. The dashboard is built for one weekly meeting: what moved, why, and what changes this week. Download the definitions as CSV to build it in your own reporting tool.