Most business owners can tell you their revenue target. Very few can tell you how many leads they need per month to hit it. That gap — between knowing where you want to go and knowing exactly what's required to get there — is where growth plans fall apart. Without a specific number, your marketing has no benchmark. You can't tell if you're doing enough, and you can't identify where your funnel is leaking.

The good news: the calculation is straightforward. Once you know your number, everything about your marketing strategy becomes clearer.

The Formula

This is the single equation every business owner should have somewhere visible:

Let's run through a real example to make it concrete.

That's the formula: £20,000 ÷ £800 = 25 clients needed. 25 ÷ 0.25 (your close rate) = 100 qualified leads per month. Now you have a target. Everything else in your marketing exists to hit that number.

But Wait — Not All Enquiries Are Leads

Here's where most business owners miscalculate. They conflate enquiries with leads, and it throws the whole picture off. An enquiry is anyone who contacts you. A qualified lead is someone who has a genuine need, the budget to act on it, and the intention to make a decision soon. The difference matters enormously.

In practice, only around 70% of enquiries are genuinely qualified. The other 30% are people testing prices, wrong-category contacts, time-wasters, or people so early in their research that they won't be ready to buy for months. Your close rate applies only to the qualified leads, not total enquiries.

So the funnel, from traffic to client, actually looks like this:

Returning to our example: to get 100 qualified leads, you actually need approximately 143 total enquiries (100 ÷ 0.7). And to generate 143 enquiries, you need significant traffic — either from organic search, paid ads, referrals, or a combination. That's a real marketing system, not a part-time Facebook page.

What This Means for Your Marketing

Most small businesses drastically underestimate how much marketing activity is required to hit a meaningful revenue number. A business targeting £20k/month with a £800 average deal and 25% close rate needs 100 qualified leads every single month, consistently. That requires:

• A website that converts visitors into enquiries reliably
• Sufficient traffic — organic, paid, or both
• A response system fast enough that leads don't go cold
• A sales process with a documented and improvable close rate
• Ongoing review and optimisation across all touchpoints

That's not a criticism — it's clarity. When you see that 100 leads per month requires a serious operation, you can make informed decisions about budget, channels, and whether a particular package is sized correctly for your target.

Which TTT Package Matches Your Lead Requirement?

Once you know your monthly lead target, choosing the right package becomes straightforward:

If you're not sure where your number falls, the Growth Goal Calculator does this calculation for you automatically — enter your revenue target, deal value, and close rate, and it outputs your required monthly leads and the package match.

One More Variable: Your Close Rate

Everything above assumes your close rate is fixed. It isn't. Improving your close rate from 20% to 30% has the same effect on revenue as increasing your lead volume by 50% — but it's often far cheaper to achieve. Tracking your close rate, understanding why you win and lose, and improving your proposals, follow-up, and speed-to-lead are all ways to effectively reduce the number of leads you need to generate.

The formula isn't just a calculator — it's a diagnostic. Run it monthly, and you'll always know exactly where to focus next.