Funnel planning: from a revenue target to leads and budget
Turn a sales target into a marketing plan you can defend: work backwards through deal size, win rate and lead-to-opportunity rate using your own history, allow for timing lags and sales capacity, cost the leads by channel, state the assumptions, and track each funnel stage against plan to find where it breaks.
- Level
- Intermediate
- Length
- About 45 minutes
- Contents
- 3 lessons · 1 video · final exam
- Status
- Published · updated 3 Oct 2026
Skills you'll practise
- Calculate deals, opportunities and leads needed from a revenue target and stated rates
- Derive conversion rates from your own history with consistent denominators and windows
- Cost a lead requirement across channels with limits and show the working
- Allow for lag between lead and revenue, and for sales capacity
- Compare plan with actual at each stage and identify the stage that is breaking
- Write the assumptions and sensitivity behind a funnel plan
Course outline
- 1.Funnel planning: from target to leads and budgetVideo · 2 min
- 2.Working backwards from the targetLesson · 15 min
- 3.From leads to a budget, with timing and capacityLesson · 15 min
- 4.Tracking the plan and stating assumptionsLesson · 15 min
- 5.Funnel planning: from a revenue target to leads and budget: knowledge checkKnowledge check · 16 questions
- 6.Final exam7 questions · passing it completes the course, so people who already know the material can test out
Sources it draws on
The lessons and questions are written from these references, so learners can go back to the original.
- U.S. Small Business Administration: Marketing and sales (set goals, budget the plan, compare marketing and sales costs with the revenue they generate)
- General marketing planning and analytics practice
See it with your own jobs and topics
Tell us about your team and we'll walk you through setup, from choosing jobs to your first skills check.