Organic revenue goals calculator
Turn your ARR target into the pipeline, SQLs, MQLs and organic traffic you need, month by month. It's the same reverse-funnel model we use to plan content for our B2B SaaS clients.
How the calculator works
It works backwards from revenue, one step at a time, using your own funnel numbers.
Revenue from organic
The gap between your current and target ARR, times the share you expect from organic and AI search, is what organic needs to bring in.
Customers and pipeline
Divide that new ARR by your average contract value to get the customers you need, and by your win rate to get the pipeline sales has to work.
SQLs and MQLs
Divide customers by your SQL-to-customer rate to get SQLs, then by your MQL-to-SQL rate to get the MQLs marketing has to deliver.
Organic traffic
Divide MQLs by your visit-to-MQL rate to get total organic visits, spread as a steady climb from today's traffic.
Want a plan to hit these numbers?
We'll map the content and keywords that get you there, and measure it in qualified pipeline, not just traffic.
Frequently Asked Questions
How does the calculator work?
It works backwards from your revenue goal. It takes the new ARR you want from organic and AI search and divides it by your average contract value to get the customers you need. Your SQL-to-customer, MQL-to-SQL and visit-to-MQL rates then turn that into the SQLs, MQLs and organic visits behind it, plus the pipeline sales needs to work. Finally, it spreads those visits across your timeline, growing steadily from today's traffic.
What do ARR, ACV, MQL and SQL mean here?
ARR is annual recurring revenue: the yearly value of all your active subscriptions. Average contract value (ACV) is what a typical new customer pays you per year. An MQL (marketing qualified lead) is a lead that fits your ideal customer profile and has shown intent, like a demo request. An SQL (sales qualified lead) is an MQL that sales has accepted as a real opportunity.
Where do I find my conversion rates?
Your visit-to-MQL rate comes from your analytics tool: MQLs from organic and AI search divided by sessions from those channels. Your MQL-to-SQL and SQL-to-customer rates live in your CRM. Use the last six to twelve months so one good or bad month doesn't skew the result.
Why set a share from organic and AI search?
Few SaaS companies grow from one channel alone. Sales-led deals, paid, partners and referrals all play a part. A simple way to set the share: take the part of new ARR marketing is responsible for, then the part of that you expect from organic and AI search. For example, 70% from marketing and 35% of that from organic gives about 25%.
Is this a forecast?
No, it's a planning model. It assumes your conversion rates stay steady and traffic grows in a straight line, which real growth rarely does. Use it to set targets and size the content effort. If you want a plan built on your actual keyword and pipeline data, we can map that out with you.
