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B2B Sales Metrics Calculator
Calculate average deal size, sales win rate, demo-to-close rate, customer acquisition cost, revenue-based customer lifetime value, retention, churn and sales-team turnover.
Which sales metrics should you calculate together?
Read win rate and average deal size alongside acquisition cost, customer value, retention and churn. Use the same period and clearly defined inputs for each formula. The calculator separates sales conversion, acquisition economics, recurring revenue and team metrics so that incompatible denominators do not create a misleading growth story.
YOUR INPUTS
Sales conversion
Use won and lost opportunities from the same resolved cohort. Demos need their own matching cohort and eventual outcomes.
YOUR SALES METRICS
Average deal size
Use the same deal-value basis and reporting period.
Opportunity win rate
Excludes open opportunities. Do not substitute this for appointment-to-customer close rate.
Demo-to-close rate
Allow time for the matching demonstrations to reach a sales outcome.
Live calculations use only the values you enter. Inputs are not uploaded or saved by this calculator.
YOUR INPUTS
Acquisition & value
Keep the acquisition cost period consistent. Customer lifetime value here is a revenue estimate, not gross profit or a cash-payback calculation.
YOUR SALES METRICS
Customer acquisition cost
Use the same cost scope and acquisition period.
Revenue-based customer lifetime value
Assumes these purchase patterns continue. Excludes margins, discounting and retention changes.
CLV-to-CAC ratio
This compares lifetime revenue with acquisition spend. It does not prove profitability.
Live calculations use only the values you enter. Inputs are not uploaded or saved by this calculator.
YOUR INPUTS
Retention & MRR
Count losses from the opening customer base. MRR losses and expansion must come from existing customers, not newly acquired accounts.
YOUR SALES METRICS
Customer retention rate
New customers are not included in the retained opening cohort.
Customer churn rate
Uses the same opening cohort as customer retention.
Monthly recurring revenue
Requires a consistent monthly billing basis. Excludes one-off fees.
Gross revenue churn
Excludes expansion and new-customer MRR.
Net revenue churn
A negative result means existing-customer expansion exceeds losses. It is not customer churn.
Live calculations use only the values you enter. Inputs are not uploaded or saved by this calculator.
YOUR INPUTS
Sales team
Record actual departures. Opening and closing headcount alone cannot identify employee turnover when hiring occurs.
YOUR SALES METRICS
Employee turnover rate
A departure-based rate for the stated period. It is not net headcount change.
Live calculations use only the values you enter. Inputs are not uploaded or saved by this calculator.
READ THE RESULT CORRECTLY
Keep definitions as consistent as the numbers.
Use matching periods and cohorts
Compare the same population over the same period. Wins from old pipeline and demos conducted this month do not form a valid demo-to-close cohort. Long sales cycles may require tracking eventual outcomes.
Revenue is not profit
Deal revenue and revenue-based lifetime value exclude delivery costs, margins and cash timing. A CLV-to-CAC ratio above one is not evidence of a profitable campaign.
Separate recurring revenue movements
Record cancellations, downgrades and existing-customer expansion separately. Opening and ending MRR alone cannot isolate churn, particularly when new business is added.
Use the right close rate for outbound
The outbound ROI calculator uses qualified-appointment-to-customer close rate. An opportunity win rate or demo conversion rate is interchangeable only if it represents that same buyer cohort.
Explore the outbound ROI calculator →QUICK FORMULA REFERENCE
CAC, customer lifetime value, retention and churn.
Choose the measure that answers your question before entering figures. Customer lifetime value is also called CLV or LTV; this tool uses a revenue-based estimate, not profit. The matching calculator inputs are in the Acquisition & value and Retention & MRR tabs above.
| Metric | Formula | Interpretation |
|---|---|---|
| Customer acquisition cost | (Sales spend + marketing spend) ÷ new customers | Use the same cost scope and acquisition period. |
| Revenue-based customer lifetime value | Purchase value × annual purchase frequency × lifespan in years | Assumes these purchase patterns continue. Excludes margins, discounting and retention changes. |
| Customer retention rate | (Opening customers − losses from that base) ÷ opening customers × 100 | New customers are not included in the retained opening cohort. |
| Customer churn rate | Lost opening-base customers ÷ opening customers × 100 | Uses the same opening cohort as customer retention. |
Use verified inputs from matching periods and cohorts. A zero denominator makes a rate undefined; an empty field is missing information, not a zero result. These formulas describe your inputs and do not establish a target or guarantee an outcome.
Connect sales metrics to your outbound funnel.
Separate opportunity win rate from accepted-meeting-to-win conversion and use matching cohorts.
Outbound pipeline measurement framework →PUT IT TO WORK
From information to a better outbound decision.
Sales conversion
See average deal size, opportunity win rate and demo-to-close rate using matching sales data.
Acquisition economics
Compare acquisition cost with revenue-based customer value using displayed formulas.
Retention and revenue
Separate customer losses, recurring revenue movements and sales-team departures.
Uses and importance of this Sales metrics calculator
Understand your average B2B deal size
Use won-deal revenue and deal counts to set a defensible deal-value input for outbound planning.
Review sales win rate and close rate
Locate conversion constraints while keeping opportunity and demonstration cohorts distinct.
Calculate customer acquisition cost
Bring consistent sales and marketing expenses together with customers acquired in the matching period.
Compare customer lifetime value and CAC
Explore revenue-based customer value without confusing a revenue-to-cost ratio with profit or cash payback.
Monitor customer retention and revenue churn
Track existing-customer losses separately from new business and recurring revenue expansion.
Use real sales data in appointment setting planning
Replace sample inputs with CRM and accounting figures when reviewing outbound campaign economics.
YOUR CAMPAIGN, YOUR CONTEXT
Use your actual market to decide the next step.
Discuss your offer, target accounts and qualification requirements with LeadScorer. Tools and examples are planning aids, not promises of appointments, sales or revenue.