Free tool
Event ROI and pipeline calculator
Work through the funnel from meetings booked to deals won, and see what your event meetings could be worth against what the event costs.
The starting figures are illustrative examples, not benchmarks. Replace them with your own.
Booked or planned for the event.
Share of booked meetings that happen.
Share of held meetings that become qualified opportunities.
Share of opportunities that close.
Per won deal.
Optional. Enter 0 to skip cost and ROI.
Results
Pipeline created
$600,000
Expected revenue
$120,000
Cost per meeting held
$625
Estimated ROI
140%
From meetings to deals
- Meetings booked
- 100
- Meetings held
- 80
- Opportunities
- 24
- Deals won
- 5
Counts are rounded for display; values are calculated before rounding.
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How to use it
- 01
Start with meetings booked
Enter how many meetings you have booked or plan to book, and how many you expect to actually happen.
- 02
Add your conversion rates
Enter how often a held meeting becomes a qualified opportunity, how often those opportunities are won, and your average deal size.
- 03
Compare with the cost
Add the total event cost — stand, travel, sponsorship, and staff time — to see the cost per meeting and the estimated return.
Getting an estimate you can defend
Use your own conversion rates
The figures that start in the calculator are examples, not benchmarks. Rates from your own CRM, even rough ones, make the estimate far more useful.
Pipeline is not revenue
Opportunities take months to close and many will not. Report pipeline and expected revenue separately, and say which one you mean.
Count the full event cost
Sponsorship is only part of it. Travel, hotels, shipping, and the time of everyone who attends belong in the cost too.
Track meetings, not badge scans
A held meeting with the right person is the most reliable early signal an event produces. It is also the easiest number to improve.
FAQ
Event ROI questions
Meetings held are meetings booked multiplied by the show rate. Opportunities are meetings held multiplied by the opportunity rate. Pipeline is opportunities multiplied by the average deal size, and expected revenue is pipeline multiplied by the win rate.
Return on investment is expected revenue minus the event cost, divided by the event cost. An ROI of 200% means the expected revenue is three times what the event cost.
No. They are illustrative examples so the calculator shows a result straight away. They are not industry benchmarks or results from CallShark customers — replace them with your own numbers.
No. The calculator is free to use and needs no account.
Which tool should we build next?
Describe a calculator, planner, or generator that would save you time. Suggestions go straight to the team.
Book more of the meetings that turn into pipeline
CallShark is being built to help teams book, run, and follow up event meetings in one place. Tell us about your event programme.
Prefer to read first? Browse the CallShark blog.