Model the full economics of your webinar program, from attendance to closed revenue. See pipeline, cost per lead, ROI and net profit update live as you adjust the inputs.
The calculator models your webinar program end to end. It multiplies your webinars per month by twelve to get annual volume, applies your attendance rate to registrants to find live attendees, then converts attendees into qualified leads and leads into closed deals. Multiplying deals by your average deal size gives annual revenue. On the cost side it sums your platform subscription, promotion spend per webinar, and the fully-loaded labour cost of the team hours each webinar takes. Revenue minus cost is net profit, and net profit divided by cost is ROI.
Top-line ROI hides a lot. Two programs with the same ROI can have very different efficiency once you look at cost per attendee and cost per lead. These unit economics tell you whether your spend is buying reach cheaply, whether your funnel converts attention into pipeline, and where the leverage is. A program with a low cost per attendee but a high cost per lead has a conversion problem, not a reach problem, and the fix is different. Tracking both numbers over time is how you turn webinars from a content cost centre into a predictable pipeline channel.
The formula is the same return-on-investment logic applied to a webinar funnel. ROI = (Annual revenue − Annual cost) ÷ Annual cost × 100. Annual revenue is webinars × attendees × lead rate × win rate × deal size. Annual cost is platform cost + promotion per webinar × webinars + team hours × hourly cost × webinars. Because every variable compounds, small improvements at the top of the funnel or in conversion rates move the result far more than trimming costs.
Benchmarks vary widely, but useful reference points are attendance rates between thirty and fifty percent of registrants, attendee-to-lead rates in the double digits for well-targeted sessions, and win rates that reflect the higher intent of people who gave you an hour of their time. If your numbers fall short, the calculator makes it easy to see which stage is dragging the program down and how much a realistic improvement would be worth.
A good ROI projection only matters if the operations behind it are reliable. That means registration and follow-up automations, clean handoff of leads into the CRM, attribution that connects webinar attendance to closed revenue, and reporting that surfaces cost per lead without a manual spreadsheet. Puetto configures the tools, builds the automations, and runs the day-to-day ops that make a webinar program perform, faster than a hire and more accountable than an agency.
Book a free ops audit and we'll show you where your webinar funnel is leaking pipeline and what it would take to close the gap.
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