Pipeline Coverage Calculator: calculate pipeline coverage for your business. Formula, benchmarks, and practical tips included.
A marketing KPI calculator covers three key measurement areas: growth metrics (viral coefficient, retention rate, churn, customer lifetime), sales performance (sales velocity, pipeline coverage, average deal size), and market share analysis. These metrics are standard tools in B2B and B2C marketing, product management, and investor reporting, forming the core of a SaaS, e-commerce, or consumer brand's performance dashboard.
The viral coefficient K = invitations per user × conversion rate tells you whether word-of-mouth is growing your user base (K > 1) or just adding incremental users (K < 1). Retention rate and churn rate are complementary: churn = customers lost / customers at start; retention = 1 − churn. Sales velocity = (pipeline × win rate) / average cycle length measures revenue generation rate in £/day.
Viral coefficient: K = invitations × conversion rate. K > 1 = exponential viral growth; K = 1 = linear; K < 1 = sub-viral. Net growth rate = K / (1 − K) for sustained viral loops.
Churn rate = customers lost / customers at start of period. Retention rate = 1 − churn. Average customer lifetime = 1 / churn rate (in periods). LTV = average revenue per period / churn rate.
Sales velocity = (pipeline × win rate) / avg cycle length (£/day). Pipeline coverage ratio = pipeline value / quota.
Market share = (brand sales / total market) × 100%.
B2B SaaS benchmark churn rates: best-in-class < 2% monthly (≈ 22% annually); acceptable 2–5%; concerning > 5%. Consumer subscription products tend to have higher monthly churn (5–10% is common). A viral coefficient above 0.5 is considered good for most B2C products — true viral K > 1 is rare and typically short-lived. Sales velocity benchmarks depend heavily on ACV (average contract value) and market segment; the metric is most useful tracked over time to spot seasonal patterns or funnel bottlenecks.
Marketing KPI formulas are standard business mathematics used in management accounting and marketing analytics. This calculator is for internal planning and educational purposes only. Market share figures should be verified against audited market data before use in regulatory filings, investor reports, or advertising claims.