Revenue → Lead Planner
Plan the leads you need to hit your revenue goal — or calculate the return you could see from better marketing, sales, service and content.
Your Revenue Goal Settings
Enter your revenue target and funnel rates to see the leads, traffic and budget it takes. Your industry fills in typical starting rates — replace them with your own numbers for the most accurate plan.
Your goal
Your funnel
Your marketing
Where you are today (optional)
Results Summary
Leads you need
91 / month
to win $500,000 a year at a 30% win rate
per month
That's roughly per week
21 leads · 8 qualified · 5 proposals · 2 customers
Ad budget
$4,950/mo
Return on ad spend
8.42×
Directional estimate from your own conversion rates. If the target looks out of reach, improving conversion usually beats buying more leads.
Your Detailed Plan
Everything it takes to bring in $500,000 of new revenue per year.
Refine results — improve your conversion rates
Your rates as entered.
Display results by
Website visitors
43,291 / year
Traffic needed to generate your leads.
Leads
1,083 / year
Enquiries, calls and form fills.
Qualified leads
379 / year
Genuine-fit prospects for sales.
Proposals
209 / year
Quotes or proposals sent.
New customers
63 / year
At an average deal of $8,000.
Ad budget
$59,400 / year
60% of leads from paid ads at $90 each.
Pipeline to build / year
$1,666,667
Revenue per lead
$462
Cost per new customer
$943
Return on ad spend
8.42×
Gap vs today
Add your current monthly visitors and leads under “Where you are today” to see how far you are from this goal.
Timeline
With a 45-day sales cycle, leads you generate today typically become revenue about 45 days later. Allow roughly 3 months of ramp-up before you hit the monthly run-rate — so start building pipeline now.
From Revenue Goal to Lead Target in Four Steps
Set Your Revenue Goal
Enter the new revenue you want — per month, quarter or year — and your average deal size.
Add Your Conversion Rates
Start from industry defaults, then swap in your real numbers from your CRM or analytics.
See Your Reverse Funnel
Instantly see the customers, proposals, qualified leads, leads and traffic you need — plus the ad budget.
Find the Cheapest Growth
Compare what-if scenarios to see whether more leads, better conversion or bigger deals gets you there fastest.
Transparent, Reverse-Funnel Formulas
No black box. Every number is back-solved from your goal through your own conversion rates.
Common Questions About Lead Planning
What is a Revenue → Lead Planner?
It is a reverse-funnel calculator. Instead of guessing how much marketing you need, you start with your revenue goal and work backwards through your conversion rates to the number of customers, proposals, qualified leads, leads and website visitors required — plus the ad budget to generate them.
Where do the default conversion rates come from?
The industry defaults are rounded, conservative starting points for typical small-to-mid-sized businesses — not published statistics. They are there so the planner is useful immediately. For an accurate plan, replace them with your own numbers from your CRM, Google Analytics or sales records.
How do I work out my own conversion rates?
Divide each stage by the one before it over the same period. For example, if 4,000 people visited your site last quarter and 100 enquired, your visitor → lead rate is 2.5%. If 30 of those 100 were a genuine fit, lead → qualified is 30%, and so on through to closed deals.
What does the ad budget include?
Only paid media — the cost of generating the share of leads you expect from paid channels at your cost per lead. It does not include agency fees, content production, software or staff time. Leads from SEO, referrals and repeat business are assumed to have no direct media cost.
Why do the what-if scenarios matter?
Because buying more leads is usually the most expensive way to grow. A 25% improvement across your conversion rates cuts the leads (and ad budget) you need by almost half, and the website traffic you need by more than half. The scenarios show where your cheapest growth is.
Is it free?
Yes. The planner and all results are free and update live. If you would like a PDF copy of your plan to share with your team, we simply ask where to email it.
REVENUE GOAL
INTO A PLAN