How to calculate backwards from revenue goals

The most reliable growth plans start at the end and work backwards. When I sit down with a B2B team, I don’t ask what tactics they want to try—I ask what revenue they need to hit. From there, everything becomes a math problem.

Start with the revenue target. Let’s say you want to grow from £10K to £20K in monthly recurring revenue in the next 90 days. That means you need to add £10K in new revenue. If your average contract value is £2,500, that’s four new deals. Simple so far.

Now we ask: how many opportunities do you need to close four deals? If your close rate from SQL to closed/won is 25%, you need 16 SQLs. If your MQL to SQL conversion rate is 50%, that means 32 MQLs. If your website leads convert to MQLs at 10%, you need 320 site leads in 90 days—or roughly 107 per month.

And then we ask: how much traffic do you need to get 107 leads per month? If your website converts at 2%, you need 5,350 visits.

This is a simplified model, but you get the idea: we’re translating revenue into inputs. And once you see the numbers, you can ask the hard questions:

• Do we even have that traffic?
• Are our conversion rates strong enough?
• If not, where is the bottleneck?

What this unlocks is clarity. You’re no longer debating whether SEO or LinkedIn ads “work”—you’re asking whether they can produce the volume and quality of traffic needed to hit your number. It moves growth planning from hope to precision.

And yes, when you work with me, we use a calculator that does all this in minutes. But even without the tool, this process changes the way teams set goals. You’re no longer picking tactics—you’re building a plan that has a chance of working.