# Sales funnel calculator: demos to deals

Work backward from the customers you want to the demos you need to hold, book and source. Use your own close, show and reply rates. Free, in your browser.

Canonical: https://ignura.com/tools/sales-funnel-calculator
Last updated: 2026-10-27
Author: Ignura

Start from the customers you want and work back to the demos you need to hold, book and source, using your own rates.

Demos held = customers you want ÷ close rate.

Demos booked = demos held ÷ show rate.

People to contact = (demos booked ÷ booked from replies) ÷ reply rate.

Each step rounds up to a whole number, so the plan never falls short. Use your own rates. We don’t show benchmarks for close or show rate because we couldn’t find a source we trust.

[Not booking enough demos? Book a free 15-min call](https://ignura.com/book?utm_source=tool&utm_medium=sales-funnel-calculator&utm_content=intro)

## How this works

The calculator runs in your browser. Your numbers are never sent or stored, and nothing goes in the address bar.

- **Demos held** is your customer goal ÷ your close rate. So 5 customers at a 20% close rate is 25 demos held.
- **Demos booked** is demos held ÷ your show rate. So 25 held at an 80% show rate is 32 booked, rounded up.
- **With outreach on**, replies needed is demos booked ÷ the share of replies that book, and people to contact is replies ÷ your reply rate.
- **Per week** divides the monthly goal by 4.33, the average number of weeks in a month.

The numbers in these examples are examples, not benchmarks. For published reply rates and their sources, see [cold email reply rate benchmarks](https://ignura.com/blog/cold-email-reply-rate-benchmarks). To find which step loses the most demos, read [how to book more demos](https://ignura.com/blog/how-to-book-more-demos).

## Questions

### How many demos do I need?

Divide the customers you want by your close rate to get demos held, then divide that by your show rate to get demos to book. With 5 customers, a 20% close rate and an 80% show rate, that’s 25 held and 32 booked. Those are example numbers, so use your own.

### Is this sales funnel calculator free?

Yes. It runs in your browser, with no account, and your numbers aren’t saved or sent anywhere.

### Where do I get my close rate and show rate?

Count last month: demos booked, demos held and customers won. If you don’t track those yet, start with a rough guess and update it after a month of real numbers.

## Read next

- [How to book more demos as a B2B startup](https://ignura.com/blog/how-to-book-more-demos)
- [Cold email checker](https://ignura.com/tools/cold-email-checker)

Book a 15-minute call about your website: https://ignura.com/book