How to set up your marketing goals starting from revenue and working backwards
Sam Kuehnle, VP of Demand Generation at Refine Labs joined us to discuss how to establish a marketing budget based on your revenue goals.
We’ve all heard we need to reverse engineer our lead goals and build a budget based on funnel conversion rates and, ultimately, revenue goals. But that’s oftentimes much easier said than done. And it’s usually based on leads that convert at .01%, not high-intent leads who are asking to speak to someone about buying your product.
Sam tackled this complicated issue on Marketing CTA by creating a spreadsheet to illustrate which levers marketers can pull, which metrics can be optimized, and how a realistic budget can be created based on revenue goals. He showed us how to plug in a company’s metrics and tweak the example he provides to understand what you’ll need to spend to hit your goals.
PLUS, he’s shared his spreadsheet (complete with formulas) for you to make a copy and use. See “Use this Resource” below.
And, thanks, Sam!
Here’s the Anchor link, but we highly recommend watching the YouTube version if you want to see how his spreadsheet works.
0:35 Intros: Sam, Ashley, Jess & the Topic
1:59 Why start from revenue in calculating your lead goal?
2:56 Empower yourself to understand how revenue goals are established
8:32 Reverse engineering lead count to hit revenue
14:16 What you might not be able to influence
27:04 Which funnel levers can you improve to hit revenue goals?
Use This Resource
Ready to plug in your own numbers?
To use Sam’s spreadsheet, choose File then Make a Copy.
Questions as you go?
Drop them in this LinkedIn comment thread and we’ll try to get you an answer.
When setting marketing goals, start from revenue and work backwards
This LinkedIn post inspired episode. 1 Sam delivered 4 steps to actually align marketing to revenue.