Lead generation ROI calculator

How the calculator works

The calculator follows one prospect through the funnel:

1. Prospects contacted × reply rate = replies.
2. Replies × replies that become meetings = meetings.
3. Meetings × meetings that become deals = new customers.
4. New customers × average first-year deal value = revenue.

Cost per meeting is your monthly outbound cost divided by meetings. Return on spend is first-year revenue divided by that cost.

Which number moves results most

Every stage multiplies the next, so a small gain early in the funnel compounds. In most outbound programmes the reply rate is the cheapest lever to pull, and it depends mostly on two things: who you contact and why now.

• Who: contacting people who match your ideal customer profile instead of everyone who matches a job title.
• Why now: reaching out when there is a reason to, such as a funding round, a new role, a hiring push or engagement with a competitor. That is the idea behind signal-based selling and buying signals.

How to use the result

• Set a target, then work backwards. If you need four new customers a month, the calculator shows how many prospects and what reply rate that takes.
• Compare channels and tools. Run the numbers for your current approach and for a new one. The difference in cost per meeting is usually the clearest way to compare.
• Re-run it monthly with real numbers from your CRM so the model stays honest.

Where GTM Plays fits

GTM Plays works on the two levers above: its agent finds people showing intent signals, scores each one against your ICP, and writes a LinkedIn message from the signal that surfaced them. You approve what goes out; replies land in one inbox. See how it works or read the guide to B2B lead generation.