Marketing Math

Net New Revenue Target ($)

How much new annual revenue you want to generate this year or next (by Q4 you're likely looking at 2026 goals). This doesn’t include renewals or repeat customers - it's new business only. Example: if you have a revenue goal of $5MM and you have a 75% retention rate and can count on $4MM with your existing customers, then $1MM would be your net new revenue target.

Average Deal Size ($)

Ideally, you are calculating your CLTV (Customer Lifetime Value) which is the total amount a customer spends with you over the lifetime of their relationship with you. If you don't know that, you can use the average dollar amount of a single sale or closed deal. If your sales vary a lot, use your average from the last 6–12 months.

Close Rate (%)

Out of 10 qualified prospects, how many actually become customers? Qualified prospects are also known as SQLs (Sales Qualified Leads), they are sent to the sales team to follow up and make the sale. So out of all the qualified prospects sent to sales, how many convert to customers? Example: If you typically close 3 out of 10 proposals, your close rate is 30%.

Lead Quality Rate (%)

The percentage of leads that turn into qualified prospects. Out of all the leads coming in, which are qualified to send to sales? Remove your spam, unqualified, out-of-service area, etc. Example: If 100 people fill out a form and 25 are actually a good fit, your lead quality rate is 25%.
 
 

New Customers Needed (Annual)

How many new customers you need to hit your revenue goal.

Qualified Prospects Needed (Annual)

How many qualified prospects you need to create that many customers.

 
Total Leads Needed (Annual)

How many total leads you need to generate to find enough qualified prospects.

Total Lead Value

The average potential value of a single lead.

Why it matters: This tells you what one lead is worth based on your actual conversion performance, so you can make smarter decisions about ad spend and ROI.
 

Your annual targets automatically break down into monthly and weekly numbers so you can plan campaigns, budgets, and capacity realistically.
 
Leads per month / week: How many new leads you need to generate
 
Prospects per month / week: How many should qualify
 
Customers per month / week: How many new customers you'll close

Every business grows through multiple channels. We've broken it down into marketing, sales, and service, but you can change these based on your business needs. Use this section to assign what percentage of leads should come from each team.
 
Marketing: Leads generated through campaigns, ads, SEO, social media, and content

Sales: Leads generated through outreach or referrals

Service: Upsell/Cross Sell or New Business CSC example: potential to find leads when making deliveries. Misc. Example: Someone uses your services but hasn't made a purchase.

The calculator will automatically show how many leads each area is responsible for every month.