B2B Demand Generation Funnel: MQL, SQL, Pipeline & CAC by Channel
Measure a B2B SaaS funnel from lead to closed won: stage conversion, velocity, reverse funnel planning, lead scoring, channel CAC and pipeline per dollar, ABM coverage, sourced vs influenced pipeline and a weighted bookings forecast, with every cell checked as you go.
The first lesson is free — no account needed.
About this course
A B2B demand generation course that measures one fictional SaaS company's funnel from lead to closed won in a spreadsheet, for B2B marketers, marketing ops and RevOps analysts, SDR managers and founders. You turn a furthest-stage export into the records that reached each stage, stage-to-stage conversion rates and the lead-to-won rate, average the days per stage by segment with AVERAGEIFS and calculate sales velocity, work backwards from a revenue target to the leads and budget it needs, score twelve inbound leads on fit and behaviour against a two-part MQL rule, compare six channels by CAC and pipeline per dollar with a blended fully loaded CAC, measure account-based marketing coverage and engagement, split pipeline into marketing-sourced and influenced and forecast next quarter's bookings from a weighted pipeline against quota. The first lab is free.
Lessons
- Funnel Stages: Lead, MQL, SQL, Opportunity, WonFree
- Funnel Velocity: Days per Stage with AVERAGEIFS Pro
- Reverse Funnel Planning: Leads Needed for a Revenue Target Pro
- Lead Scoring: Fit + Behaviour Points and the MQL Threshold Pro
- Channel CAC and Pipeline per Dollar Pro
- Account-Based Marketing: Coverage and Engagement Pro
- Marketing-Sourced vs Marketing-Influenced Pipeline Pro
- Forecasting Next Quarter's Bookings from Pipeline Pro