Are you generating enough leads to meet your revenue goals? If you’re winging it, you’re less likely to hit your numbers. If you have to feed a village, you can’t toss your line and hope for the best.

Instead, tie your marketing campaigns into your company’s customer and revenue goals. A few simple calculations can help you understand

• The # of impressions you’ll need
• The number of leads you need to generate
• Whether your campaigns will produce enough customers/revenue to hit your goals

How to Set Campaign Goals

Here’s how: First, calculate the number of customers you’ll need to generate.

Now estimate the % of leads that become customers.  (If you don’t know this figure, the head of your sales team should – or use the calculation below.)

Now you can project how many leads and impressions you’ll need from your campaigns in this period:

It’s a simple formula but it’s a starting point.  When you set up your campaigns with a focus on the end result — customers & revenue — you’re in a better position to hit your goals.  And if you’re falling short, you can work to:

1. Increase your reach — generate more impressions (send out more emails, launch another campaign, etc.)
2. Improve your response rates with better offers, better targeting, better creative
3. Improve your conversion rates

To download a programmed spreadsheet and access interactive, guided templates covering all aspects of marketing campaign planning, sign up for a free preview account of our marketing planning and management app.