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Input Variables
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Gross Revenue Target for Period
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Number of Months in Period
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Number of Salespeople Working
Leads
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Average Sale (Order,
Transaction) Value
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Gross Margin % per Sales
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Total Promotional Costs for
Period (advertising, direct marketing, PR, sales promotion, etc.)
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Total Selling Costs for Period
(payroll, incentives, training, supporting costs)
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Percentage of Sales Coming from
marketing programs. (Use 100% if all
leads and sales generated are the direct result of marketing programs. This same percentage will be used to
allocate all or a portion of the total selling costs to the breakeven, and
profit and loss calculations for marketing programs.)
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Projected Conversion Rates
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Conversion Rate % of Inquiries
to Leads (Use 100% if you don't distinguish between inquiries and leads.)
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Conversion Rate % of Leads to
Opportunities
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Conversion Rate % of
Opportunities (Use 100% of you don't distinguish between opportunities and
qualified opportunities.)
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Conversion Rate % of Qualified
Opportunities to Sales (Closes)
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Lead & Cost Projections For Period
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Revenue from Marketing Program
Leads
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Total Program Leads
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# of Sales from Marketing
Programs
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# of Qualified Opportunities
Needed
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# of Qualified Leads Needed
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# of Leads Needed
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# of Inquiries Needed
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Per Sales Rep (Account
Executive)
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# of Leads Needed / Sales Rep /
Period
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# of Leads Needed / Sales Rep /
Month
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# of Qualified Opportunities
Needed / Sales Rep / Period
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# of Sales Needed / Sales Rep /
Period
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# of Qualified Opportunities
Needed / Sales Rep / Month
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# of Sales Needed / Sales Rep /
Month
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Costs & ROI Projections
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Cost per Inquiry
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Cost per Lead
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Cost per Qualified Lead
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Cost per Qualified Opportunity
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Cost per Sale
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Total Marketing Programs
Expenditures for Period (All promotional costs including sales selling costs)
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Profits & ROI Calculations
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Product Costs Percentage
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Sold Product Costs
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Total Product, Marketing &
Selling Costs (Total Investment)
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Profit $s Generated from
Marketing Programs
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ROI
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