If you have the percentage of new business revenue identified—for example, you expect 50% of your revenue to come from new customers—and you know the average annual value of a customer, then you know how many new customers you need to acquire.
How effective is your sales team at turning opportunities into closed deals? How strong (or weak) this percentage is will impact how many opportunities you need to be working at any given time.
Opportunities are the people/companies that have been qualified as good fits for your business, who are ready to talk specifics with a salesperson, and who will potentially make a purchase. The better you nurture qualified leads, the more conversations your sales team will be able to have.
For most businesses, Contacts go through a couple of stages before becoming Opportunities. For simplicity’s sake in this calculator, we consider a qualified lead to be someone who is not yet ready to buy but who is qualified to buy—someone who has the attributes (demographic or firmographic), behavior, activity level on your site or social channels you are looking for.
New contacts comprise the gold mine of your marketing and sales efforts. Of course, not all contacts will become big customers, but without a strong, healthy base of new individuals to market to, your work to grow revenue becomes harder.
A base requirement of your marketing and sales program is a consistent, solid flow of qualified site visitors each month who can potentially become contacts and, ultimately, customers.