{"id":63594,"date":"2020-09-29T20:15:35","date_gmt":"2020-09-29T20:15:35","guid":{"rendered":"https:\/\/rockcontent.com\/blog\/lead-generation-goal\/"},"modified":"2025-09-09T14:17:07","modified_gmt":"2025-09-09T17:17:07","slug":"lead-generation-goal","status":"publish","type":"post","link":"https:\/\/pingback.com\/en\/resources\/lead-generation-goal\/","title":{"rendered":"How to calculate your monthly lead generation goal"},"content":{"rendered":"<p><a href=\"https:\/\/pingback.com\/en\/resources\/lead-generation-campaign\/\" rel=\"noreferrer noopener\" target=\"_blank\">Managing leads<\/a>&nbsp;in a business is not a simple task. After all, it&#8217;s not enough to attract and convert them \u2014 you also need to keep track of your team&#8217;s performance and know what needs to be done in the upcoming months.<\/p>\n<p>Therefore,&nbsp;<strong>it is necessary to establish a lead generation goal<\/strong>: the goal your marketing team should achieve until the next evaluation.<\/p>\n<p>Keep in mind that just because you had a high number of leads in a month, it doesn&#8217;t necessarily mean that this number needs to be even higher in the next one.<\/p>\n<p>To define your goals precisely,&nbsp;<strong>you need to consider many factors<\/strong>. But do you know which ones? Keep on reading, and you&#8217;ll find out:<\/p>\n<ul class=\"wp-block-list\">\n<li><a href=\"#1\">What is a lead generation goal?<\/a><\/li>\n<li><a href=\"#2\">What is the importance of a precise and realistic calculation?<\/a><\/li>\n<li><a href=\"#3\">What are the steps to calculating your lead generation goal?<\/a><\/li>\n<\/ul>\n<p>How about, then, going deeper into the topic and finding out exactly what to ask from your team?&nbsp;<\/p>\n<p><a id=\"1\"><\/a><\/p>\n<h2 class=\"wp-block-heading\">What is a lead generation goal?<\/h2>\n<p>A lead generation goal is&nbsp;<strong>the precise definition of the total number of potential customers to be generated by your team.&nbsp;<\/strong><\/p>\n<p>That is the expected result achieved by marketing professionals in a given period since they have the necessary resources, strategies, and&nbsp;<a href=\"https:\/\/pingback.com\/en\/resources\/lead-generation-tools\/\" rel=\"noreferrer noopener\" target=\"_blank\">tools<\/a>.<\/p>\n<p>As in any&nbsp;<a href=\"https:\/\/pingback.com\/en\/resources\/what-is-digital-marketing\/\" rel=\"noreferrer noopener\" target=\"_blank\">Digital Marketing<\/a>&nbsp;action, monitoring and accuracy should be a priority in searching for long-term success.&nbsp;<\/p>\n<p>Therefore, if you want to have satisfying results, the first step is to create realistic goals. This is also true when it comes to generating leads through your online strategies and actions.<\/p>\n<p>The lead generation goal, then,&nbsp;<strong>establishes the&nbsp;<\/strong><a href=\"https:\/\/pingback.com\/en\/resources\/content-marketing-metrics\/\" rel=\"noreferrer noopener\" target=\"_blank\"><strong>metrics<\/strong><\/a><strong>&nbsp;on which your team should focus<\/strong>. In this sense, it is important that the numbers are reachable and that the expected results are aligned with your company&#8217;s growth strategy.<\/p>\n<p>The importance of having a lead generation goal lies in being fair when it comes to evaluating your team&#8217;s performance.&nbsp;<\/p>\n<p>At the same time, it is a way to value the resources available in the pursuit of goals that will contribute to the organization&#8217;s success.<\/p>\n<p><a id=\"2\"><\/a><\/p>\n<h2 class=\"wp-block-heading\">What is the importance of a precise and realistic calculation?<\/h2>\n<p>Having a north is critical to the success of any strategy. It is no different for the work of attraction and lead generation: without a goal to be achieved, the tendency is that the tasks are not performed precisely.<\/p>\n<p>In other words, be it lower or higher, making mistakes in the definition of your lead generation goal will damage your team&#8217;s work routine.&nbsp;<\/p>\n<p><strong>In the long run, this will lead to unsatisfactory performance<\/strong>&nbsp;\u2014 after all, the results will not match what is expected.<\/p>\n<p>If the team generates fewer leads than what is necessary, conversions will not be enough. Even if the&nbsp;<a href=\"https:\/\/pingback.com\/en\/resources\/conversion-rate\/\" rel=\"noreferrer noopener\" target=\"_blank\">conversion rate<\/a>&nbsp;is excellent, will the total of new customers be enough for the company&#8217;s expected revenue?<\/p>\n<p>Moreover, it puts pressure on the sellers,&nbsp;<strong>who will need to convert even more with fewer contacts at their disposal<\/strong>. If the goal is far above what is possible to achieve, other problems will come up.<\/p>\n<p>The first is your team&#8217;s demotivation as they realize they&#8217;re far from achieving the proposed goals, which can result in a sharp drop in performance.&nbsp;<\/p>\n<p>At the same time, it will cause inaccurate evaluations of the professionals&#8217; performance and the strategy, creating a picture that is not realistic.<\/p>\n<p><a id=\"3\"><\/a><\/p>\n<h2 class=\"wp-block-heading\">What are the steps to calculating your lead generation goal?<\/h2>\n<p>The key to finding the ideal goal for your team is to start the work from the end.&nbsp;<\/p>\n<p>Find out how much revenue your company needs to generate \u2014 or what part of it is your team&#8217;s responsibility \u2014 and make some simple calculations to get to the beginning:&nbsp;<strong>the necessary lead generation goal<\/strong>.<\/p>\n<h3 class=\"wp-block-heading\">Step 1: Find out what the expected revenue is<\/h3>\n<p>The first step is to listen to other professionals&#8217; opinions to define how many leads should be generated.&nbsp;<\/p>\n<p>So, talk to the managers and the sales team to determine their objectives and goals about the expected revenue.<\/p>\n<p>It is also important to know how much revenue should come from&nbsp;<a href=\"https:\/\/pingback.com\/en\/resources\/inbound-marketing\/\" rel=\"noreferrer noopener\" target=\"_blank\">Inbound Marketing<\/a>.&nbsp;<\/p>\n<p>For example, your company needs to generate US$ 100.000,00 of revenue, and 80% of this total should come from the Inbound strategy. Therefore:<\/p>\n<ul class=\"wp-block-list\">\n<li>US$ 100.000 x 0.8 = US$ 80.000 of revenue generated through Inbound Marketing.<\/li>\n<\/ul>\n<p>One rookie mistake that often sneaks in here is setting revenue expectations in isolation, like you\u2019re working in a vacuum. More often than not, someone up the chain will toss out a number (\u201cLet\u2019s do $80,000 from inbound by next quarter!\u201d) without looping in the folks who will actually be pulling the levers. Seasoned teams know this can come back to bite you. It\u2019s a smart move to double-check if everyone\u2019s on the same page and, if not, push for a little more collaboration early on. That way, nobody\u2019s scrambling later to bridge some imaginary gap the spreadsheet folks dreamed up over coffee.<\/p>\n<p>There\u2019s another thing worth mentioning: external factors can quietly sabotage even the most careful revenue planning. Think about seasonality, market shifts, or even, let\u2019s face it, a global event coming out of nowhere (2020, anyone?). While you can\u2019t forecast every surprise, building in a little buffer or regularly revisiting your targets can keep your strategy from running headfirst into a wall. It\u2019s not about sandbagging your numbers; it\u2019s just giving yourself a built-in safety net in case things change before you get all the way to the finish line.<\/p>\n<h3 class=\"wp-block-heading\">Step 2: Find out how many clients are required to achieve this goal<\/h3>\n<p>Next, you need to estimate how many clients will be necessary to reach this goal.&nbsp;<\/p>\n<p>To do this, you will need to divide the number found in the first step by the average ticket of your product or the average revenue generated by each customer.<\/p>\n<p>Following our example, let&#8217;s suppose that each client spends, on average, US$ 16.000 on contracts with your company. Therefore:<\/p>\n<ul class=\"wp-block-list\">\n<li>US$ 80.000 \/ US$ 16.000 on average ticket = 5 clients<\/li>\n<\/ul>\n<p>This means that your sales team will need to close approximately 5 deals to reach the goal set up by the Inbound strategy.<\/p>\n<h3 class=\"wp-block-heading\">Step 3: Find out how many leads it will take to sign this many contracts<\/h3>\n<p>Now, you will need one more information: your lead conversion rate. That is, of the last leads generated by your team, how many became customers? If you don&#8217;t have enough data to calculate that number, you can set an &#8220;optimal rate&#8221;.<\/p>\n<p>However, remember to keep your feet on the ground! Projecting that you will convert 50% of your leads into customers, for example, is highly unrealistic.&nbsp;<\/p>\n<p>Go for something around<strong>&nbsp;2 or 3%<\/strong>, especially if you still don&#8217;t have enough data to go from.<\/p>\n<p>To make it clearer, let&#8217;s say you convert 2% of your leads into customers. The equation looks like this:<\/p>\n<ul class=\"wp-block-list\">\n<li>5 customers \/ 0.02 conversion rate = 250 leads<\/li>\n<\/ul>\n<p>That&#8217;s it! You have reached the number of leads you need to generate. But take your time, we haven&#8217;t reached the end of this equation yet.<\/p>\n<h3 class=\"wp-block-heading\">Step 4: Adjust your goal, so it reflects the progress made in the previous months<\/h3>\n<p>Of course, you will only do this if you have been generating leads for a longer period.&nbsp;<\/p>\n<p>If that is not your case, you can project an expected growth rate until you have enough data to use as a base for the calculations.<\/p>\n<p>This step is very important to keep you focused and with your head in the right place.&nbsp;<\/p>\n<p>It&#8217;s no use thinking that because you&#8217;ve generated 15 leads in one month, you&#8217;ll generate ten times as many in the next.&nbsp;<\/p>\n<p>That is not going to happen. You should be sensible and willing to adapt to other metrics.<\/p>\n<p>A well-structured Content Marketing strategy will generate thousands of leads every month, but it will need some time to catch traction and reach its potential.<\/p>\n<p>Organic ranking with efficient&nbsp;<a href=\"https:\/\/pingback.com\/en\/resources\/what-is-seo\/\" rel=\"noreferrer noopener\" target=\"_blank\">SEO work<\/a>, for example, will not&nbsp;<a href=\"https:\/\/pingback.com\/en\/resources\/increase-blog-traffic\/\" rel=\"noreferrer noopener\" target=\"_blank\">increase traffic<\/a>&nbsp;on your pages overnight.&nbsp;<\/p>\n<p>Remember: the growth needs to be sustainable.<\/p>\n<p>As we mentioned,&nbsp;<strong>having unreachable goals can be demotivating for your team<\/strong>.&nbsp;<\/p>\n<p>Failing often and not reaching the expected results will create a bad work environment for everyone. So, adapt your goals to your current reality \u2014 no matter how high the numbers get.<\/p>\n<p>On the other hand, don&#8217;t be too condescending and create a false sense of security by demanding fewer leads than you should from your team.<\/p>\n<p>After all, your company will end up performing below what is necessary, and, in the long term,&nbsp;<strong>this will cause it to lose its space in a competitive market<\/strong>.<\/p>\n<h3 class=\"wp-block-heading\">Step 5: Keep track of the results (and create graphs for better data visualization)<\/h3>\n<p>As with everything in your content strategy, you should follow the results closely.&nbsp;<\/p>\n<p>This way,&nbsp;<strong>you&#8217;ll be able to identify the actions that have the best results and should be replicated<\/strong>, as well as change those that haven&#8217;t been so successful or need to be improved.<\/p>\n<p>To optimize this work, graphs can be very useful.&nbsp;<a href=\"https:\/\/pingback.com\/en\/resources\/marketing-automation-tools\/\" rel=\"noreferrer noopener\" target=\"_blank\">Marketing automation tools<\/a>&nbsp;such as&nbsp;<a href=\"https:\/\/www.hubspot.com\/\" rel=\"noreferrer noopener\" target=\"_blank\">HubSpot<\/a>&nbsp;and&nbsp;<a href=\"https:\/\/www.marketo.com\/software\/marketing-automation\/\" rel=\"noreferrer noopener\" target=\"_blank\">Marketo<\/a>&nbsp;already deliver these charts in an automated way \u2014 and the best part: they allow comparisons with previous months.<\/p>\n<p>With a well-defined lead generation goal, the expectations created are exactly those that can be met by your team. At the same time, it&#8217;s a way of not undermining your business with a low number that wouldn&#8217;t lead to the expected amount of sales.<\/p>\n<p>Now that you know how to set a lead generation goal and how important it is for your team&#8217;s success, what about learning how to qualify those contacts? <a rel=\"noreferrer noopener\" aria-label=\"Check out our step-by-step guide on lead qualification  (opens in a new tab)\" href=\"https:\/\/pingback.com\/en\/resources\/lead-qualification\/\" target=\"_blank\">Check out our step-by-step guide on lead qualification<\/a>!<\/p>\n<p> }}<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Managing leads&nbsp;in a business is not a simple task. After all, it&#8217;s not enough to attract and convert them \u2014 you also need to keep track of your team&#8217;s performance and know what needs to be done in the upcoming months. Therefore,&nbsp;it is necessary to establish a lead generation goal: the goal your marketing team [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":78131,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[127,17],"tags":[],"class_list":["post-63594","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-lead-generation","category-marketing"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v25.5 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>How to calculate your monthly lead generation goal - Pingback<\/title>\n<meta name=\"description\" content=\"Setting a realistic lead generation goal can greatly impact your team&#039;s performance. Read the article to learn how to calculate this metric!\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/pingback.com\/en\/resources\/lead-generation-goal\/\" \/>\n<meta property=\"og:locale\" content=\"pt_BR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"How to calculate your monthly lead generation goal - Pingback\" \/>\n<meta property=\"og:description\" content=\"Setting a realistic lead generation goal can greatly impact your team&#039;s performance. 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