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Your agency needs your quarterly revenue goal, divided by deal size, close rate, and proposal rate, then by 13 weeks, in real sales conversations each week.
That formula comes from Tim Kilroy's 2026 planning workshop. Revenue does not come from leads; it comes from a small number of real conversations with people who have a short path to yes or no. Knowing your weekly number turns pipeline from a feeling into a target your team can hit.
Last updated: November 2026
Work backward from revenue in four divisions. Use real numbers from the last 90 days, not the agency you wish you had.
| Step | Formula | Example |
|---|---|---|
| 1. Deals | Quarterly revenue goal ÷ average deal size | $150,000 ÷ $15,000 = 10 deals |
| 2. Proposals | Deals ÷ close rate | 10 ÷ 30% = 34 proposals (rounded up) |
| 3. Conversations | Proposals ÷ proposal rate | 34 ÷ 40% = 85 conversations |
| 4. Weekly number | Conversations ÷ 13 weeks | 85 ÷ 13 = about 6.5 a week |
The example figures are illustrative only, not benchmarks.
Fill in all four figures and press calculate. Nothing is sent anywhere; the math runs in your browser.
Assumptions
This is an estimate for planning, not financial advice.
What to do with it
Tim Kilroy’s advice is to pick one constraint to fix this quarter: not enough conversations, conversations not turning into proposals, or proposals not closing. Improve one at a time. If the weekly number looks impossible for one founder, that is the clearest sign you need more people creating demand.
Where demand fits
A founder can only hold so many conversations a week. Whole-team demand spreads visibility across your strategists, project managers, and junior staff so more of the right people already know you before the first call. Read how it connects on the agency demand system overview.
Short answers to the questions agency owners ask most. The full list of 48 lives on the agency demand system FAQ.
Work backward from revenue. Divide your quarterly revenue goal by average deal size to get deals, divide by close rate to get proposals, divide by proposal rate to get conversations, then divide by 13 weeks. Our pipeline math calculator runs that formula from Tim Kilroy's 2026 planning workshop for you.
See this answer in the FAQAware, Interested, Qualified, Proposed, and Closed. In Tim Kilroy's version, a prospect only counts in a stage when they did something observable, such as opening the proposal or signing, not when you sent something. That rule prevents counting your own activity as their intent.
See this answer in the FAQRun the leak test. Pull the last 90 days, count how many prospects entered each of the five stages, and calculate the conversion from each stage to the next. The stage with the worst conversion is the one to fix first. Tim Kilroy estimates it takes about twenty minutes and a spreadsheet.
See this answer in the FAQUsually more than founders send. Tim Kilroy's follow-up playbook cites figures that 80% of sales require five or more follow-ups after the first meeting, while 44% of salespeople give up after one. Each follow-up should recap what the prospect said, tie the offer to their situation, and guide the next step.
See this answer in the FAQReferrals do not scale on demand. They come from past work and relationships, so you cannot decide to get more of them this month. The RSW/US 2025 Agency Survey, cited in Tim Kilroy's content playbook, found 75% of agencies call referrals their top new-business source while 93% say their growth engine is not strong enough.
See this answer in the FAQTim Kilroy publishes free, in-depth playbooks on his main website. These three pair best with DemandOS.
Published by Tim Kilroy
