Free tool

Reference program ROI calculator

This calculator estimates what on-time reference fulfillment is worth to your sales team. Enter how many opportunities ask for a reference, your deal size, your win rates with and without a reference, and how often you deliver on time today. You get the extra wins per quarter and the added revenue per quarter and per year.

Your numbers

Every field is your own figure. Nothing is pre-filled and there are no built-in averages.

Count the deals where the prospect asks to speak with, or hear from, a customer.
Use the same measure you use for revenue, such as first-year contract value.
From your own closed opportunities, or your estimate.
From your own closed opportunities, or your estimate.
Out of all reference requests, how many get a suitable reference in time to matter.
The on-time share you want to reach. Use the same definition of on time.

Results

Enter your numbers above to see the result.

How this was calculated

The formulas, in order:

  1. Extra wins per quarter = opportunities that request a reference × (target on-time share minus current on-time share) × (win rate with a reference minus win rate without).
  2. Added revenue per quarter = extra wins × average deal size.
  3. Added revenue per year = added revenue per quarter × 4.

With your numbers:

Enter your numbers above to see each step.

Results depend entirely on the numbers you enter. This is a planning estimate, not a forecast.

Run your reference program the advocate-first way.

Join the lyynx pilot. 90 days free. Limited to 50 founding companies. No credit card required.

Join the lyynx pilot

Frequently asked questions

How do you calculate reference program ROI?

The calculator multiplies the opportunities that ask for a reference by the improvement in your on-time share and by the gap between your two win rates. That gives extra wins per quarter. Extra wins times your average deal size gives added revenue.

Where do the win rates come from?

From you. The calculator has no built-in benchmarks or industry averages. Pull both win rates from your own closed opportunities if you can, or enter your best estimate and treat the result as a rough planning figure.

What counts as a reference fulfilled on time?

A request where the prospect spoke with, or heard from, a suitable reference before the point in the deal where it mattered. You decide the cutoff. Use the same definition for the current share and the target share.

Why does the result show zero?

The result is zero when your target on-time share is not higher than your current share, or when your win rate with a reference is not higher than your win rate without one. In both cases the formula has no improvement to measure.

Does this include the cost of running a reference program?

No. The calculator covers added revenue only. To get a return figure, compare the yearly result with what you spend on the program, including staff time, tools and advocate thank-yous.

Is my data sent anywhere?

No. The calculation runs in your browser. Your inputs are kept in the page address so you can bookmark or share the result, and nothing is stored on a server.