1. Choose a total sales goal for the year.

$5 million in sales + -

2. Choose a value to represent a typical or average contract.

$100,000 per contract + -

3. This gives us the number of contracts needed.

50 contracts signed

4. Choose the percentage of these contracts that will come from Marketing

50% + -

5. The number of contracts from Marketing is therefore:

50 contracts

6. These contracts will yield:

$50 in revenue.

7. Choose the percentage of qualified leads who will sign a contract.

10% + -

8. This is how many qualified leads we will need:

250 qualified leads

9. Choose a percentage of all leads that become qualified:

30% + -

10. This is how many leads we will need:

total leads.

11. In the life sciences, about 2% of ads clicked become leads, thus we'll need this many ad clicks to generate leads

clicks.

12. Typically, 1.5% of viewed ads are clicked, thus we'll need this many ad views:

views

13. Choose a cost per click.

$4 + -

14. This is the ad investment needed to generate $50 of revenue, thus positioning our marketing efforts as a profit center.

$