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
I couldn’t ask for a better podcast partner ☺️👏🎙
Some 🔥 here, Sam!
Fantastic example. Let’s spread the news! 🤩
Great information, Ashley! Thanks for sharing!
Alyssa Maker this might be worth exploring for our meeting next week?
Marketer | Strategist | Trust Builder
2yYT (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