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Prymatica

Free calculator

The cost per meeting calculator shows what each meeting costs you.

Enter one period's outbound costs and results, and it divides the total cost by meetings booked, meetings held and qualified opportunities.

Example: Brindlecote, an invented company, over one quarter. Type your own numbers.

Salaries or agency fees for the period

Data, domains, mailboxes and software

Put on the calendar in the period

Took place in the period

Meetings that became real deals

Your cost per meeting held is $240.

Total outbound cost
$8,400
Cost per meeting held
$240
Cost per meeting booked
$210
Cost per qualified opportunity
$700
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The calculator divides your total outbound cost by each result.

First it adds people cost to data and tools cost, which gives the total outbound cost for the period. Then it divides that total three times: by meetings booked, by meetings held and by qualified opportunities.

Cost per meeting held is the main figure. A booked meeting that never takes place costs the same and produces nothing, so dividing by bookings makes a program look cheaper than it is. Cost per qualified opportunity goes one step further and shows what it costs to start a real deal.

Use the same period and the same list of costs each time, so one quarter can be set beside the next.

The glossary page on cost per meeting defines the term and works a second example through.

Here is cost per meeting worked out for Brindlecote, an invented company.

Imagine Brindlecote, an invented company that sells scheduling software to dental clinics. In one quarter it spends $6,500 on the people running outbound and $1,900 on data, domains, mailboxes and software, so its total outbound cost is $6,500 + $1,900 = $8,400.

The program books 40 meetings, 35 of them take place, and 12 become qualified opportunities. Per meeting held, the cost is $8,400 ÷ 35 = $240. Per meeting booked it would read $8,400 ÷ 40 = $210, which looks cheaper only because the 5 no-shows are counted as results. Per qualified opportunity, the cost is $8,400 ÷ 12 = $700.

The calculator above opens with these numbers. Change one at a time to see which result moves the cost most.

These glossary terms explain the numbers in the calculator.

Cost per meetingWhat one sales meeting costs to produce: total outbound cost divided by meetings held.Meeting booked rateThe share of replies that turn into a booked meeting: meetings booked divided by replies, times 100.Sales qualified lead (SQL)A lead that sales has spoken to and confirmed as a real opportunity.Pipeline coverageHow much pipeline you hold against the target: open pipeline value divided by sales target.

These Prymatica pages go deeper on cost per meeting.

Questions

People ask these questions about the cost per meeting calculator.

How do you calculate cost per meeting?

Add up everything spent on outbound in a period, then divide by the meetings held in that period. In the worked example, $8,400 spent and 35 meetings held gives $8,400 ÷ 35 = $240 per meeting.

Should I divide by meetings booked or meetings held?

Divide by meetings held. A no-show costs as much as a meeting that happens, so dividing by bookings flatters the result. The calculator shows both, so you can see the gap between them.

What costs go into cost per meeting?

Salaries or agency fees, prospect data, verification, sending software, domains, mailboxes and any other tool the program needs, all for the same period as the meetings you count.

Why does the calculator show cost per qualified opportunity?

Not every meeting becomes a real sales opportunity. Cost per qualified opportunity shows what it costs to start one, which you can set beside the value of a won deal.

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