Rex says
Money math without the spreadsheet headache. Plug in your numbers and I'll show you exactly where the dollars land.
Try a scenario
Click to load — tweak from there.Inputs
Result
Projected bookings
$526,592
Deals won
23.9
Proposals sent
75
Overall demo-to-close rate
12.0%
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How to use this
- 1Enter demos booked (period).
- 2Enter demo show rate (%).
- 3Enter demo-to-proposal rate (%).
- 4Enter proposal-to-close rate (%).
- 5Enter average deal size (acv) ($).
- 6Read your projected bookings on the right — it updates as you type.
- 7Hit Share to keep the scenario or send it to someone.
About this calculator
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.
Worked example
Using the values the calculator loads with:
Inputs
- Demos booked (period): 200
- Demo show rate: 68 %
- Demo-to-proposal rate: 55 %
- Proposal-to-close rate: 32 %
- Average deal size (ACV): 22000 $
Results
- Projected bookings: $526,592
- Deals won: 23.9
- Proposals sent: 75
- Overall demo-to-close rate: 12.0%
What each field means
Inputs
- Demos booked (period)
- The demos booked (period) used in the calculation. Starts at 200 so you have a working example on load.
- Demo show rate (%)
- The demo show rate used in the calculation, measured in %. Starts at 68 % so you have a working example on load. Accepted range: 1–100 %.
- Demo-to-proposal rate (%)
- The demo-to-proposal rate used in the calculation, measured in %. Starts at 55 % so you have a working example on load. Accepted range: 1–100 %.
- Proposal-to-close rate (%)
- The proposal-to-close rate used in the calculation, measured in %. Starts at 32 % so you have a working example on load. Accepted range: 1–100 %.
- Average deal size (ACV) ($)
- The average deal size (acv) used in the calculation, measured in $. Starts at 22000 $ so you have a working example on load.
Results
- Projected bookings
- Returned as a money amount in US dollars and shown as the headline result. It recalculates instantly whenever you change an input, so you can compare scenarios without reloading.
- Deals won
- Returned as a whole number. It recalculates instantly whenever you change an input, so you can compare scenarios without reloading.
- Proposals sent
- Returned as a whole number. It recalculates instantly whenever you change an input, so you can compare scenarios without reloading.
- Overall demo-to-close rate
- Returned as a percentage. It recalculates instantly whenever you change an input, so you can compare scenarios without reloading.
FAQ
Which stage should I fix first if bookings are below target?
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.
What's a healthy proposal-to-close rate?
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.
How does this interact with pipeline coverage ratio?
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.
Should average deal size be blended or segmented?
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.
Accuracy and 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.
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Cite this calculator
Writing about this topic? Grab a citation — every link helps keep these tools free.
RevenueLab. (2026). Demo-to-Close Funnel Calculator. Retrieved from https://www.revenuelab.fyi/toolbox/demo-to-close-funnel
<p>Source: <a href="https://www.revenuelab.fyi/toolbox/demo-to-close-funnel" target="_blank" rel="noopener">Demo-to-Close Funnel Calculator — RevenueLab</a> (2026).</p>
Source: [Demo-to-Close Funnel Calculator — RevenueLab](https://www.revenuelab.fyi/toolbox/demo-to-close-funnel) (2026).