What Capacity Hits Your Number?

A capacity planner reverse-engineers your sales and marketing capacity from a revenue target. Start with the ARR you want to close in a year. Divide by deal size to get required deals. Apply close rate backwards to get required opportunities. Apply opp-to-meeting and meeting-to-lead ratios to get marketing-qualified leads. Apply rep quota to get sales headcount. Apply blended cost-per-lead to get marketing budget. The output is a fully-loaded plan: deals, opps, leads, reps, dollars.

Required deals = annual ARR target / average deal size. Required opportunities = deals / close rate. Required MQLs = opps / opp-to-meeting × meeting-to-opp ratio (typically each MQL converts to opp at 15-25%). Sales headcount = deals / (rep quota / deal size). Marketing spend = MQLs × blended cost-per-lead. The mistake most operators make is computing each step in isolation; the planner forces all five outputs to reconcile against the same target.

Median B2B SaaS conversion rates per OpenView Partners' annual benchmarks and Tomasz Tunguz's published analyses: MQL-to-SQL 30-40%, SQL-to-opp 50-60%, opp-to-closed-won 15-25%. End-to-end MQL-to-customer typically lands at 2-4%. Top-quartile companies hit 5-8%. For developer-led companies the rates differ: signup-to-active 30-50%, active-to-paid 5-15%, end-to-end signup-to-paid 2-6%.

Default rep quota is roughly $1M ARR per AE per year for mid-market B2B SaaS, ranging from $600K (transactional, sub-$10K ACV) to $2M+ (enterprise, $100K+ ACV). New reps ramp at 50% productivity in months 1-3, 75% in months 4-6, 100% from month 7. Bridge Group's SDR research and Sales Insights Lab dataare the most-cited sources. If your model needs 8 new AEs all hitting quota in their first quarter, it's a fantasy plan; build in ramp time.

During annual planning, before hiring, and during fundraising (investors will check the math). Pair with the growth model builder to verify the underlying growth rate is realistic, the revenue forecaster for the month-by-month spread, and the LTV:CAC calculator to validate the marketing-spend output is within efficient unit economics.