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How to Calculate Your Lead Generation Goals [Free Calculator]



How to Calculate Your Lead Generation Goals [Free Calculator]

To hit revenue and growth goals, your company needs customers. To get customers in an inbound world, your marketing team is responsible for generating leads and funneling them over to your sales team. The question is … how many leads?

When your boss asks you what your lead goal is, don’t just pull an answer out of thin air. Your projections need to be based on math and anchored in your company’s larger goals. That’s where our new lead goal calculator comes in.

Lead Calculator

HubSpot's Lead Goal Calculator

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To make it easier for marketers like you to set your lead goals for the month, we created a calculator template in Google Sheets and Excel that will calculate exactly how many leads your inbound marketing efforts need to drive each month for your sales organization to hit their numbers and your company to meet its growth goals. With just a few quick inputs, like your monthly revenue goal and average deal size, this template will do all the Math for you.

Our lead generation goal calculator is a customizable Service Level Agreement (SLA) template that can help you calculate your lead goals based on sales headcount and marketing & sales conversion rates. The template can also monitor sales close rates, assign dollar values to each of your lead sources, track monthly lead generation by channel, and help your business commit to a concrete monthly lead generation goal.

You can download the Lead Goal Calculator here.


How to Use A Lead Goal Calculator

To use the Lead Goal calculator, follow these simple steps:

  • Step 1: Work with your sales leadership team to determine the overall monthly revenue target that your company needs to hit. This will ensure that marketing acts as a growth engine and your revenue team is in line with sales. Take your revenue targets per region per month and add them to the correct cells. Remember to update this spreadsheet if your goals change at any point throughout the year.
  • Step 2: Determine the value of your average deal size. This will help you determine how many deals you need to close to hit your revenue numbers. Calculating your average deal size is simple. First, identify your average sale price for each of your core regions or personas. Find this data in your marketing software and sales CRM tools. Input your average sale value into the top “average sale price” row for each region. Our template will automatically calculate the value of your leads based upon the % close rates you filled in for step one. Revisit your average sale prices for your personas or regions regularly to make sure you are holding your teams to the right numbers.
  • Step 3: Work with your sales leadership to determine the percentage of revenue pipeline generated by marketing and the revenue generated directly by sales. This will vary depending on how inbound versus outbound your company is. This may change throughout the year and should regularly be updated in this spreadsheet.
  • Step 4: Examine your sales closing rates, and specifically tease out what percentage of your leads ultimately become customers. This analysis looks at the historical performance in your marketing and sales, In addition, this analysis fills these holes in with actual performance data. To tease out your overall closing rates, look at your last six months of sales data for each channel that you use to generate marketing leads.
  • Step 5: The last section of our calculator will tally your commitments. As you fill in steps one through three, the calculator will automatically populate the total fields for each channel and persona. This worksheet will sum up your channel and persona goals and your overall monthly total. Ultimately, the total monthly goal you commit to should equal the total potential revenue each segment or region can produce per month. As you fill out your tables each month, the calculator will show how you are tracking towards your monthly goal.

It’s important to adapt this spreadsheet to meet your individual needs. It may work better to split your revenue by personas. If this is the case, just swap out the region for persona. The calculations will still work.

Take the average close rate and add it to the correct cell in the document. Remember to update this spreadsheet every month, as your channel performance will change over time.

In the Performance Against Plan tab, you’ll track your daily actual leads and track monthly volume trends and percentage performance against plan.

The Performance Against Plan Example shows a snapshot of a month’s productivity. For maximum visibility, update these leads on an ongoing basis. For example, HubSpot managers often monitor these numbers daily, and we send the marketing team a daily summary of our month-to-date performance.

You can also use this template to experiment. For example, try changing the conversion rates and see how your lead goals go down or up accordingly.

Lead Calculator Examples

With our Lead Goal Calculator template, you can easily calculate your business’s marketing and sales lead goals for different media channels, including your social media, website, and email marketing.

As shown in the examples below, our calculator will guide you through how to fill in the data for your revenue, average deal size, percentage of revenue from marketing, and lead to close rate in the Lead Target by Month tab. Once this data is entered, the calculator will determine the number of leads you need to bring in to hit your revenue goals successfully.

1. Performance Against Plan

The Performance Against Plan tab will automatically populate and calculate your total target per month for all of your segments. The Performance Against Plan tab also provides a table that you can manually fill in with your business’s actual qualified lead volume every month, so you can track your progress every month and identify volume trends. After filling in the table, the number of leads you need to bring in to hit your revenue goals will be calculated automatically.


2. Leads From Social

Lead Goal Calculator Example:  Leads from Social

Download This Template

You can use our Lead Goal Calculator to determine how many prospects your business needs to connect with on social media in each region to generate leads and meet your sales goals each month.

The calculator can also help you keep track of the amount of monthly revenue you earn through social media posts and advertising, as well as the average size of deals that your business gains through social media each month. In addition, the calculator can help you determine the average percentage of revenue your business gains through social media each month and your average Marketing Qualified Lead to Close rate based on historical data per region.

3. Leads From Website

Lead Goal Calculator Example: Leads from Website

Download This Template

You can use our Lead Goal Calculator to determine how many prospects your business needs to connect with on your website in each region to generate leads and meet your sales goals. Our calculator can also help you track revenue per month on your SaaS or e-commerce website.

4. Leads From Email

Lead Goal Calculator Example: Leads from Email

Download This Template

You can use our Lead Goal Calculator to determine what percentage of your business’s revenue should come from email marketing month-by-month. The calculator can also determine how many prospects in each region need to opt-in to receive your business’s marketing emails to generate leads and meet your sales goals.

Start Calculating Your Sales Goals

Our Lead Goal Calculator has everything your business needs to visualize your lead target per month, and this tool calculates your lead goals and sales goals throughout the year.


Editor’s note: This post was originally published in January 2017 and has been updated for comprehensiveness.

Improve your website with effective technical SEO. Start by conducting this  audit.  

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Follow This Purpose-Driven Path to Greater SEO Success



Follow This Purpose-Driven Path to Greater SEO Success

Historically, getting content to reach the top of a search engine results page usually hinged on your team’s ability to fulfill the rules of Google’s algorithm – no matter how complex, obscure, and sometimes unwritten.

However, that picture is changing now that AI has arrived behind the scenes of the top search engine, says Dale Bertrand, Fire and Spark’s content and SEO strategist. Its machine learning delivers more precise, adaptive, and contextual search results. It also gives marketers another approach to search result success – a purpose-driven strategy.

Develop a purpose-driven #SEO strategy that would please @Google’s #AI algorithm, says @joderama via @CMIContent @pageonepower. Click To Tweet

At the 2022 ContentTECH Summit and a recent Ask the CMWorld Community interview, Dale discussed what Google’s heavier reliance on an AI-controlled algorithm means and how a purpose-driven approach can help your brand compete with – and even beat – bigger fish in the SEO sea.

Search for greater SEO intelligence

In the early days of digital search, Google’s founders used the web’s link structure to rank the most relevant page results. “Basically, if you had the right links to your website and the right keywords on your pages, you would rank well,” Dale says.

But now, it’s more important to understand how that AI engine gets trained than to follow technical SEO rules. Dale says making this mindset change can help set your content on a path to increased visibility on search and stronger marketing performance overall.

It’s more important now to understand how that #AI engine gets trained than to follow technical #SEO rules, says Dale Bertrand of @Fire_and_Spark via @joderama @CMIContent @pageonepower. Click To Tweet


Engineers set the technical quality guidelines

Human engineers are still involved in ranking content relevance. But instead of programming the algorithm, their role is to rate a site’s trustworthiness, content accuracy, authoritativeness, and connection to other relevant content providers on the topic at hand.

“That quality information is collected as a big dataset from websites that have been graded, which is part of what they feed into Google’s algorithm to train the AI,” says Dale. There’s a big, long document out there – the web quality raters guide. Any marketer can read it to see what the raters look for when building the training dataset for Google’s AI.”


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AI adds behavioral signals

From that point, Google’s AI engine takes over, tracking search behaviors, analyzing signals of intent, and correlating those insights with the quality rating data to determine the most relevant content to a search query.

But, Dale says, keep in mind: “Google’s AI engine doesn’t care about your content – it only cares about its own performance.” It’s looking for confirmation that the content it selects will deliver a satisfying experience for searchers. Your job is to make sure it sees your brand’s content as a likely win.

Prove your #content has what it takes for better search results. Build momentum through community and demonstrate multifactor authority, says Dale Bertrand of @Fire_and_Spark via @joderama @CMIContent @pageonepower. Click To Tweet

Shared purpose promotes multifactor authority

Dale discusses two ways brands can prove that their content has what it takes to deliver the AI’s desired results:

  • Build momentum through community. A community behind your brand frequently visits, engages with, and links to your website. They recommend your products and services and amplify your site. Dale says these actions demonstrate a high level of customer intimacy. Google’s AI uses the artifacts of success from this content – high engagement, low bounce rate, and a high click-through rate – to confirm your site and content are loved.
  • Demonstrate multifactor authority. Part of AI’s investigation of brands that resonate with online consumers is the company you keep, Dale says. Authoritative individuals, organizations, and influencers can contribute to your brand’s authority by linking to, citing, and amplifying your content across their channels and platforms.

Prove your #content has what it takes for better search results. Build momentum through community and demonstrate multifactor authority, says Dale Bertrand of @Fire_and_Spark via @joderama @CMIContent @pageonepower. Click To Tweet


How to use purpose to build SEO power

Dale describes an SEO strategy that can help build authority and momentum by focusing on a purpose your brand believes in: “Hopefully, your brand stands for something. But [for SEO], it’s even better if your brand is actively promoting a change that you want to see in your industry.”


By using your content to build valuable conversations around that change, you give the tools to those with an established interest to spread your brand messages. This data around this reciprocal relationship demonstrates the brand traction Google’s AI sees as proof your content is a solid search bet.

Dale shares a client example:

I worked with one brand that was selling handmade children’s products. The US government was about to pass a law that would have made it so [small businesses like this] would have had to do $100,000 worth of testing before being allowed to sell a single product. We were able to lead the movement against that law and turn that into an SEO campaign that generated authority, backlinks, and website engagement – all the things that Google’s AI is looking for.

He explains the process he used to achieve those results:

Step 1: Find high-profile groups and learn about the causes they support

Find potential partners – influencers, non-profits, advocacy organizations, and others who are working towards a purpose in which your business might have a stake. It could be an organization that’s written about helping previously incarcerated people find jobs, influencers promoting veteran-run businesses, or an event that supports disadvantaged youth in your local community.

When you’ve identified viable candidates, research their positions and how they communicate about them in their online conversations. “You need to understand what issues these influencers care about, what they’re writing about, what’s going on in their social conversations. All of those things are targets for your purpose-driven SEO campaign,” Dale says.

Step 2: Choose a mission your content will support

Once you find an area with enough grassroots supporters, craft a mission statement around it for your brand’s SEO campaign. It should be something your brand can speak to authentically; otherwise, audiences will see right through it. “It has to be based on your organization’s values because you’re going to get behind it. At the end of the day, if you don’t care about feeding hungry children, that just can’t be the mission,” Dale says.

If you’re on the B2B side or operate in a crowded market, it may be worthwhile to adopt a unique or even slightly controversial mission to differentiate your brand. “[You might think] sustainability is a good [purpose to build on], but so many companies have taken this topic on that it doesn’t move the needle from a search marketing perspective,” Dale says.

Rather than just choosing a hot topic, he suggests looking for a niche, such as a critical change affecting the supply chain for your industry or a regulatory issue that impacts product costs, to rally around. Doing so can help insert your brand name into relevant conversations that your bigger, higher-profile competitors may not be associated with.


Step 3: Create “citable” content aligned with your mission

The goal isn’t to promote your brand’s involvement with the chosen cause; it’s to create content your partner organizations can cite when making their case for the cause. “The content is fuel for their advocacy – it gives them credible, authoritative information they can use in their arguments,” Dale says.

For example, Dale says, interview someone personally affected by the mission, write an opinion piece about the change your business is advocating, or publish an original research report. “This is the type of content that [they] would organically mention and link to while trying to get their point across in their own content conversations. That’s how you’re going to get the deeper engagement and increased backlinks that Google’s AI can see,” says Dale.

Step 4: Reach out to other like-minded influencers

With a body of purpose-focused content cited and linked to, you can increase your content’s authority and reach by sharing the outcomes with other influencers who care about the topic. But rather than conducting a blast email campaign, contact them individually by email or personal message on social channels.

In this outreach, focus your messages on furthering the mission. “We’re not promoting our business, our products, and services, or our content. We’re saying, ‘Hey, I saw that you’re a big advocate for helping previously incarcerated youth find jobs. We’ve got an interview your audience would be interested in … would you help us promote it?’” Dale explains.

Not only are influencers more likely to respond to this type of outreach, but they may be more willing to promote your content without compensation because it helps them create content in an area that they’re passionate about, Dale says.

Fuel a shared purpose and find greater search success

In a crowded landscape, where reaching a top spot on SERPs is harder to achieve than ever, it’s time for marketers to stop trying to outsmart the search algorithm. By putting a shared human purpose at the center of your SEO strategy, your content will broadcast all the signals of authority, relevance, and value Google’s AI is looking for.


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Cover image by Joseph Kalinowski/Content Marketing Institute


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