Step 2: Determine the percentage of your company’s revenue that needs to come from new business.
If your corporate goal is a twenty percent increase in sales, how much new business do you need to secure to meet that goal?
Say your annual sales revenue currently totals $10 million. At first, it may appear that you only need an additional $2 million in sales to meet your new goal for next year. However, if you also need to replace twenty percent of your sales revenue every year because of non-recurring sales, you will need to find an additional $2 million in sales during the next year just to stay even. So you will actually need an additional $4 million in new sales revenue to meet your goal.
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The new-business-needed calculation
The following calculation will help you to determine the amount of sales revenue from new business your company will need to generate from marketing leads to meet its revenue goals.
- Your company’s current annual sales revenue $ _______.
- The percentage of business you typically lose during the course of the year
x ________%. - The sales revenue from new business your company must generate during the next year just to stay even = $ ________.
- Additional sales revenue from new business needed to meet your new target sales revenue goal + $ ________.
- Total new business revenue needed to meet your target sales revenue goal
= $ ________.