Choose one measurement period
Use inputs from the same weekly, monthly, quarterly, or customer-cohort period so the comparison remains meaningful.
Free marketing planning calculator
Turn a revenue target into customers, leads, and a budget scenario.
Work backwards from a monthly revenue goal using average customer revenue, close rate, existing demand, gross margin, and expected cost per lead.
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Marketing budget and lead goal planner
Revenue goal → customers → leads → paid lead gap → budget
Runs entirely in your browser
Interactive planning tool
Use your numbers. Inspect the assumptions.
Your entries stay in this browser. Results update immediately and are planning estimates—not forecasts or guarantees.
$7,800
Estimated paid-media budget to close the lead gap at your entered cost per lead.
20.0new customers needed
80.0total qualified leads
65.0paid lead gap
$257average daily budget
Break-even CPL ceiling: $344
This ignores overhead, cash-flow timing, repeat value, refunds, and sales capacity. Treat it as a ceiling—not a target.
Five-minute workflow
How to use the Marketing budget and lead goal planner.
Consistent periods and clearly labeled assumptions make the output easier to compare, explain, and improve.
Enter evidence and run a scenario
Start with actual business data where available, then use clearly labeled assumptions for values you do not yet know.
Compare, validate, and update
Run conservative, expected, and optimistic cases. Replace estimates with measured sales, margin, customer, and campaign data over time.
Use the result well
A number becomes useful when the decision behind it is clear.
Start with qualified demand
Use a lead definition that sales can evaluate consistently. A cheap unqualified enquiry does not improve the plan.
Check sales capacity
Confirm that the team can respond, follow up, and deliver before buying enough demand to reach the target.
Update with real data
Replace estimates with campaign, CRM, margin, and close-rate evidence as soon as a reliable cohort matures.
Method and limitations
Transparent arithmetic, cautious interpretation.
Customers needed = revenue goal ÷ average customer revenue. Required leads = customers needed ÷ close rate. Paid lead gap = required leads − existing non-paid leads. Estimated media budget = paid lead gap × expected CPL.
Questions, answered
Definitions and decisions behind the estimate.
It divides the revenue goal by average customer revenue to estimate customers, divides customers by close rate to estimate required leads, subtracts existing non-paid leads, and multiplies the remaining lead gap by expected cost per lead.
No. It is a scenario based on your inputs. Cash flow, sales capacity, channel minimums, attribution, market demand, seasonality, and lead quality can change what is practical.
Use recent qualified-lead data from the same channel and market when available. If you lack data, run a broad range and treat the result as a testing envelope.
Referral, organic, repeat, email, and partner demand may already cover part of the lead requirement. The paid lead gap helps avoid assigning the entire growth target to advertising.
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