{
  "slug": "demo-to-close-funnel",
  "title": "Demo-to-Close Funnel Calculator",
  "heading": "Demo-to-Close Sales Funnel Calculator",
  "category": "financial",
  "url": "https://www.revenuelab.fyi/toolbox/demo-to-close-funnel",
  "summary": "See how many demos you need to hit a bookings target given your close rates.",
  "description": "This calculator models the mid-to-bottom-funnel stages of a sales-assisted SaaS motion: from demo booked through demo held, proposal sent, and closed-won, so you can see exactly how many demos your team needs to run to hit a bookings target. It's the natural complement to top-of-funnel SDR pipeline math — this is what happens once an opportunity reaches an account executive. Typical benchmarks: demo show rates run 60-75% (lower for pure self-booked inbound with no confirmation call, higher when an SDR or AE confirms attendance beforehand), demo-to-proposal rates run 40-70% depending on how well-qualified the demo was, and proposal-to-close rates run 25-45% depending on competitive intensity and deal complexity. The single biggest lever most sales teams underuse is the demo show rate, since it's a pure process fix (confirmation calls, calendar reminders, pre-demo qualification) rather than a skill or product problem, and even a 10-point improvement in show rate flows straight through to bookings without needing more top-of-funnel volume at all.",
  "formula": "Bookings = Demos Booked × Show Rate × Proposal Rate × Close Rate × Avg Deal Size",
  "dateModified": "2026-09-30",
  "run_url": "https://www.revenuelab.fyi/api/public/calc?tool=demo-to-close-funnel",
  "inputs": [
    {
      "id": "demosBooked",
      "label": "Demos booked (period)",
      "kind": "number",
      "hint": null,
      "default": 200,
      "unit": null,
      "min": 0,
      "max": null
    },
    {
      "id": "showRate",
      "label": "Demo show rate",
      "kind": "number",
      "hint": null,
      "default": 68,
      "unit": "%",
      "min": 1,
      "max": 100
    },
    {
      "id": "proposalRate",
      "label": "Demo-to-proposal rate",
      "kind": "number",
      "hint": null,
      "default": 55,
      "unit": "%",
      "min": 1,
      "max": 100
    },
    {
      "id": "closeRate",
      "label": "Proposal-to-close rate",
      "kind": "number",
      "hint": null,
      "default": 32,
      "unit": "%",
      "min": 1,
      "max": 100
    },
    {
      "id": "avgDealSize",
      "label": "Average deal size (ACV)",
      "kind": "number",
      "hint": null,
      "default": 22000,
      "unit": "$",
      "min": 1,
      "max": null
    }
  ],
  "outputs": [
    {
      "id": "bookings",
      "label": "Projected bookings",
      "format": "currency",
      "hint": null,
      "primary": true
    },
    {
      "id": "dealsWon",
      "label": "Deals won",
      "format": "number",
      "hint": null,
      "primary": false
    },
    {
      "id": "proposalsSent",
      "label": "Proposals sent",
      "format": "number",
      "hint": null,
      "primary": false
    },
    {
      "id": "overallConversion",
      "label": "Overall demo-to-close rate",
      "format": "percent",
      "hint": null,
      "primary": false
    }
  ],
  "worked_example": {
    "inputs": [
      "Demos booked (period): 200",
      "Demo show rate: 68 %",
      "Demo-to-proposal rate: 55 %",
      "Proposal-to-close rate: 32 %",
      "Average deal size (ACV): 22000 $"
    ],
    "outputs": [
      "Projected bookings: $526,592",
      "Deals won: 23.9",
      "Proposals sent: 75",
      "Overall demo-to-close rate: 12.0%"
    ]
  },
  "how_to": {
    "title": "How to use this",
    "steps": [
      "Enter demos booked (period).",
      "Enter demo show rate (%).",
      "Enter demo-to-proposal rate (%).",
      "Enter proposal-to-close rate (%).",
      "Enter average deal size (acv) ($).",
      "Read your projected bookings on the right — it updates as you type.",
      "Hit Share to keep the scenario or send it to someone."
    ]
  },
  "scenarios": [
    {
      "name": "Conservative",
      "description": "Lower-end numbers — what if things land soft?",
      "values": {
        "demosBooked": 120,
        "showRate": 41,
        "proposalRate": 33,
        "closeRate": 19,
        "avgDealSize": 13000
      }
    },
    {
      "name": "Typical",
      "description": "Defaults — the most common real-world setup.",
      "values": {
        "demosBooked": 200,
        "showRate": 68,
        "proposalRate": 55,
        "closeRate": 32,
        "avgDealSize": 22000
      }
    },
    {
      "name": "Ambitious",
      "description": "Higher-end numbers — what if things really pop?",
      "values": {
        "demosBooked": 320,
        "showRate": 100,
        "proposalRate": 88,
        "closeRate": 51,
        "avgDealSize": 35000
      }
    }
  ],
  "limitations": [
    "Results are estimates before tax, fees, and inflation unless an input explicitly covers them.",
    "Rates are treated as fixed for the whole period — variable-rate products will drift from this projection.",
    "This is educational maths, not financial advice. Check anything contractual with the lender or your accountant."
  ],
  "faq": [
    {
      "q": "Which stage should I fix first if bookings are below target?",
      "a": "Almost always demo show rate first — it's the cheapest, fastest fix (confirmation emails/texts, calendar holds, a pre-demo qualification touchpoint) and it multiplies through every downstream stage. A show rate improvement from 60% to 75% is a 25% lift in bookings with zero change to anything else in the funnel."
    },
    {
      "q": "What's a healthy proposal-to-close rate?",
      "a": "25-35% is typical for competitive mid-market and enterprise deals with multiple stakeholders; 40%+ is achievable in less competitive or faster-cycle SMB motions. If your close rate is well below 20%, the issue is usually upstream — proposals are going out to under-qualified or under-motivated buyers."
    },
    {
      "q": "How does this interact with pipeline coverage ratio?",
      "a": "Quota coverage math tells you if you have enough pipeline volume in total; this funnel tells you where that volume leaks between demo and close specifically. Use both together — you can have perfect coverage ratio and still miss the number if the demo-to-close conversion collapses at one particular stage."
    },
    {
      "q": "Should average deal size be blended or segmented?",
      "a": "Segment it whenever your pipeline has meaningfully different deal sizes by segment (SMB vs enterprise) since a blended average deal size will misstate bookings if the mix of demos shifts between segments period to period. Run this calculator separately per segment for an accurate forecast."
    }
  ],
  "related": [
    "https://www.revenuelab.fyi/toolbox/sdr-pipeline-generation",
    "https://www.revenuelab.fyi/toolbox/quota-coverage-ratio",
    "https://www.revenuelab.fyi/toolbox/time-to-value-cost"
  ],
  "license": "CC-BY-4.0",
  "citation": "RevenueLab — Demo-to-Close Funnel Calculator (https://www.revenuelab.fyi/toolbox/demo-to-close-funnel)"
}