Lead Flow Calculator (Revenued Based)    
       
  How many leads do you need in your pipeline to keep your sales team active and productive and to meet your revenue goals for the period?  Use this lead flow calculator to determine the total leads needed in your pipeline to hit a given revenue target for a specific period.  The computations are tied to a specified period and not a specific marketing program or campaign.  Multiple marketing programs can occur in the period (the number of months) that you specify.  On the Lead Stage Definitions TAB see the definitions used here for defining and ranking the types of prospects or the stages in a prospect's lifecycle from the inquiry stage to the closed transaction stage.  Check box to next to the section title to close or open a section.  
       
  Input Variables
 
       
  Gross Revenue Target for Period $
  Number of Months in Period  
  Number of Salespeople Working Leads  
  Average Sale (Order, Transaction) Value $
  Gross Margin % per Sales %
  Total Promotional Costs for Period (advertising, direct marketing, PR, sales promotion, etc.) $
  Total Selling Costs for Period (payroll, incentives, training, supporting costs) $
  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.) %
       
  Projected Conversion Rates
 
       
  Conversion Rate % of Inquiries to Leads (Use 100% if you don't distinguish between inquiries and leads.) %
  Conversion Rate % of Leads to Opportunities %
  Conversion Rate % of Opportunities (Use 100% of you don't distinguish between opportunities and qualified opportunities.) %
  Conversion Rate % of Qualified Opportunities to Sales (Closes) %
       
  Lead & Cost Projections For Period
 
       
  Revenue from Marketing Program Leads  
       
  Total Program Leads    
       
  # of Sales from Marketing Programs  
  # of Qualified Opportunities Needed  
  # of Qualified Leads Needed  
  # of Leads Needed  
  # of Inquiries Needed  
       
  Per Sales Rep (Account Executive)    
       
  # of Leads Needed / Sales Rep / Period  
  # of Leads Needed / Sales Rep / Month  
  # of Qualified Opportunities Needed / Sales Rep / Period  
  # of Sales Needed / Sales Rep / Period  
  # of Qualified Opportunities Needed / Sales Rep / Month  
  # of Sales Needed / Sales Rep / Month  
       
  Costs & ROI Projections    
       
  Cost per Inquiry  
  Cost per Lead  
  Cost per Qualified Lead  
  Cost per Qualified Opportunity  
  Cost per Sale  
       
  Total Marketing Programs Expenditures for Period (All promotional costs including sales selling costs)  
       
  Profits & ROI Calculations
 
       
  Product Costs Percentage  
  Sold Product Costs  
  Total Product, Marketing & Selling Costs (Total Investment)  
       
  Profit $s Generated from Marketing Programs  
  ROI  
       
       
       
  Instructions
 
       
  Enter your values in the open cells and the results will be automatically calculated. You can adjust the various input values to see their impact on the quantity of leads that need to be generated to hit your revenue target for the period.

Enter your conversion rates as whole numbers from 0 to 100. The values range from 0% to 100%.  If you don't distinguish between inquiries and leads, you may enter 100% for "inquiries to leads." The calculator will generate the same number of inquiries and leads. The same convention can be applied if you don't distinguish between opportunities and qualified opportunities, you may enter 100% for "opportunities to qualified opportunities." The calculator will generate the same number of opportunities and qualified opportunities.

You may reset all factors to "0" to start over or when you are finished using the tool by clicking the RESET button at the bottom.  You save a PDF copy of this analysis by clicking the PRINT button at the bottom.  You can also save the evaluation to your browser if you're not able to complete it in one sitting.  Just save the results, then open the file later. 
 
       
       
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  Lead Stage Definitions
   
  Inquiry - An "Inquiry" is someone who has made themselves known to your company, typically through a response to an advertisement or promotional effort or they have filled out a form requesting some information. They have requested a white paper, information about your company, solution, etc.
   
  Lead (Marketing Qualified)- A "Lead (marketing qualified)" has a definite interest in your solution, which might be appropriate for their company. Appropriate may have several meanings, but one example would be that they need a financial software package and you offer one that is a good fit for their business model.
   
  Opportunity (Sales Qualified) - An "Opportunity (sales qualified)" is the decision maker, has the budget, need, authority, but maybe not the timeframe. They’re going to purchase yours or a similar solution, but just haven’t finalized on the actual purchase date. It may be months or more off in terms of actually executing the purchase. Based on your own criteria, you might include prospects in this category that aren’t going to execute a purchase in the next three to six months. Anyone who is going to execute a purchase in the next three months would move to the next category, a qualified opportunity.
   
  Qualified Opportunity - A "Qualified opportunity (sales qualified)" is the decision maker, has the budget, has the need, has the authority to make the buying decision and has a time frame in purchase that falls into your budget/sales cycle for a specified period. The specified period might be the sale has to occur in the next 3 months of this calendar year. If it falls outside of that, then it would still be an opportunity, but not a “qualified opportunity” because it is outside of your time frame. You might define a “qualified opportunity” as one that has to close in the 2nd quarter.
   
  For more information on the lead management process, visit 6 Stages of Lead Management Process on our website.
   
   
   
  © 2018 DWS Associates.  All Rights Reserved.
  Email Us