Translate your organic leads into tangible revenue by tracking them through your entire sales funnel.
Total Monthly Revenue from
$56,250
Average Value per Organic Lead
$375
For B2B, SaaS, and service-based businesses, the sales cycle is longer and more complex than a simple e-commerce transaction. Success isn't just about generating a lead; it's about generating a lead that turns into a paying customer. This calculator helps you connect the dots between your SEO efforts and your ultimate goal: revenue.
For this calculation to be accurate, your sales and marketing teams must have a crystal-clear, agreed-upon definition for each stage of this funnel. This "Service Level Agreement" (SLA) ensures that marketing is driving the right kind of leads and that sales is working them effectively. Misalignment is the most common reason for funnel leakage and inaccurate ROI calculations.
This data is not just for reporting; it's a diagnostic tool. If you have a high Lead-to-MQL rate but a low MQL-to-SQL rate, it may mean your SEO content is attracting the wrong audience. This insight allows you to refine your keyword strategy to target terms with higher commercial intent, improving lead quality and ultimately, the ROI of your entire SEO program.
A simple way to calculate LTV is: (Average Revenue Per Customer Per Year) x (Average Customer Lifespan in Years). For SaaS businesses, a more common formula is (Average Revenue Per Account) / (Customer Churn Rate). If these are difficult to calculate, start with the average value of an initial contract or sale.
These metrics typically live in your Customer Relationship Management (CRM) software, like Salesforce, HubSpot, or Zoho, often combined with data from your Marketing Automation Platform. You'll need to work with your sales and marketing operations teams to run reports that track leads from their original source (organic search) through each stage of the sales pipeline.
To improve lead quality, focus on targeting long-tail, high-intent keywords. These are more specific phrases that indicate a searcher is further along in the buying journey (e.g., "best crm for small law firms" vs. "what is crm"). Creating detailed, bottom-of-the-funnel content around these keywords will attract more qualified prospects who are closer to making a purchase decision.
A Lead is anyone who has given you their contact info. A Marketing Qualified Lead (MQL) is a lead who fits your ideal customer profile and has shown interest, but isn't ready to buy yet. A Sales Qualified Lead (SQL) is an MQL that the sales team has vetted and confirmed is a real, high-potential opportunity worth pursuing directly.
If sales and marketing don't agree on the definitions of MQL and SQL, the data becomes unreliable. Marketing might send over low-quality leads that sales rejects, leading to a low Qualified-to-Accepted rate. This calculation requires both teams to be on the same page about what a "good lead" looks like at each stage.
A low Lead-to-MQL rate might mean your content is attracting the wrong audience. A low MQL-to-SQL rate could mean your lead nurturing is ineffective. A low SQL-to-Customer rate might indicate a problem in the sales process. Use your funnel data to pinpoint the 'leak' and focus your optimization efforts there.