Let's say the prior 12 months’ results were: ~120,000 emails sent, 251 qualified meetings held, 153 proposals sent, and 50 opportunities won. We know we need to sign 200 new customers per year ($3,000,000/$60,000). To hit this target, we create quarterly goals to generate ~480,000 emails, 1004 qualified meetings held, and 612 proposals sent. We plan the best ways to grow these activities while also improving conversion, which helps offset diminishing returns we see from higher volume outbound emailing.
