# Revenue Calculator: B2B Pipeline and B2C Ecommerce | Crank

Source: https://wearecrank.com/revenue-to-pipeline-calculator

Work backwards from a revenue target. B2B mode uses deal value, win rate, and MQLs. B2C mode uses AOV, conversion rate, and sessions.

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Make the Number

# Revenue calculator

Same starting point for both models: the number the business has to hit. B2B works back through deals and win rate. B2C works back through AOV and conversion rate.

Interactive tool

## Revenue-to-pipeline calculator

Work backwards from a revenue target to deals, opportunities, and MQLs. Defaults are the B2B worked example from the guide (£1.2m, £40k ACV, 25% win rate).

B2B pipelineB2C ecommerce

Revenue target£Closed revenue for the period you are planning.Average deal value£Use last-12-month CRM actuals, not a guess.Win rate%Qualified opportunity to closed-won.Pipeline coverage×Open pipeline as a multiple of the revenue target. Typical is 3–5×.MQL to opportunity%Share of marketing-qualified leads that become opportunities.Marketing-sourced share%Do not load outbound, partners, or renewals onto marketing.Reset to the worked example

Closed deals needed

30

Revenue ÷ average deal value

Qualified opportunities

120

Deals ÷ win rate

MQLs marketing must generate

600

Opportunities ÷ MQL-to-opportunity, × marketing share

Pipeline from win rate

£4,800,000

Opportunities × ACV × marketing share

Open pipeline at your coverage ratio

£3,600,000

Revenue × coverage. A second view — do not add this on top of win-rate pipeline.

The B2B guide example (£1.2m, £40k, 25% win, 20% MQL→opp) should read 30 deals, 120 opportunities, 600 MQLs, and £4.8m of opportunity value.

Crank Engine

## See this in a live dashboard

Clients get our reporting platform as standard — campaign performance, pipeline, and attribution, updated automatically. Open a sample B2B account before you talk to us.

[See the live demo](/live-demo?example=b2b)

The long-form guide is written for B2B funnels (deals, coverage, MQLs). [Read the B2B calculator guide](/make-the-number-marketing-model/revenue-to-pipeline-calculator).

[Back to Make the Number](/make-the-number-marketing-model)

## More on Make the Number

[How the calculator worksThe logic, inputs, and failure modes behind a revenue-to-pipeline model.](/make-the-number-marketing-model/revenue-to-pipeline-calculator)[Budget & Scenario PlanningTranslate growth assumptions into investment envelopes and scenarios.](/make-the-number-marketing-model/budget-scenario-planning)