Ashley Guttuso’s Post [Video]

View profile for Ashley Guttuso

Marketer | Strategist | Trust Builder

Metrics to Use for Reverse Engineering Lead Count to Revenue Goals Sam Kuehnle, VP of Demand Generation at Refine Labs, joined us for the first episode of the Marketing CTA Podcast to talk about how marketers can set realistic lead goals that align with revenue goals. It starts with digging into your data and understanding your spend and conversion points.  Sam created a Google Sheet for our audience to make a copy of and use to get this done.  Here’s what’s included: -Variable marketing spend -Demo requests -Cost per demo -Demo to Opportunity rate -Opportunities created -Cost per opportunity -Win rate -Opportunities won  -Average ACV / Deal -Total ARR (if subscription) -Marketing spend CAC -Marketing spend CAC payback period To get these numbers, he recommends looking at your historical data and finding some averages to use as benchmarks. 12 months is a good period to assess to account for seasonality and sales cycles. Once you have these established, you can start to find the metrics your efforts might be able to improve beyond “just get more leads.”  Because, you know, sometimes "we just need more volume" is more of a hair care product thing. ------------ This was such a fun first interview for the podcast. You might remember we’ve committed to delivering content that teaches marketers HOW to do a thing and Sam really delivered with this tutorial + resource combo.  Way to set the standard high. Check it out and let us know what you think. If you have questions about the spreadsheet, please ask them in the comments and we’ll try to get you an answer.  Thanks, Sam!  And, thanks, Jess Goss, for being my partner in (podcast) crime. It’s been fun building with you. Links to all the things (YT, Anchor, Google Sheet, Newsletter...) below. #marketing #marketingctapodcast

Ashley Guttuso

Marketer | Strategist | Trust Builder

2y

YT (best way to watch since it's a screen share): https://youtu.be/sL_i7MDD3p0 Anchor (choose your listening preference): https://anchor.fm/marketingcta/episodes/E01---How-to-set-up-your-marketing-goals-starting-from-revenue-and-working-backwards--Sam-Kuehnle-e15ehrc Companion Newsletter with extras: https://marketingcta.info/ Gimme the Google Sheet to copy (pairs best with actually watching, though, y'all): https://docs.google.com/spreadsheets/d/16CyFi0R-SzBfGOoLoeE5jPEg21BqU4PxDnBgQC0Rcdg/edit?usp=sharing

Sam Kuehnle

Vice President of Marketing at Loxo | Helping companies recruit more intelligently and effectively

2y

Loved this conversation with you two Ashley and Jess!

Jess Goss

Helping Aussie & NZ orgs create better training @ Tribal Habits

2y

I couldn’t ask for a better podcast partner ☺️👏🎙

Kristian Borghesan

Chief Marketing Officer @ FutureVault | Award-Winning Digital Vault Solutions for Future-Ready Firms | Top 100 Global WealthTech Provider | “Trust The Process”

2y

Some 🔥 here, Sam!

Ansgar Hein

Interim Manager Marketing & B2B Marketingberater

2y

Fantastic example. Let’s spread the news! 🤩

Lauren Mack, M.Ed. 💻🔐

Instructional Designer. Sales Enablement. Product Marketing. Project & Program Management.

2y

Great information, Ashley! Thanks for sharing!

Samantha Post

Sr. Manager, Field Marketing

2y

Alyssa Maker this might be worth exploring for our meeting next week?

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