Targets & Annual Goals
A — Annual Targets
Total Marketing Revenue
Total revenue attributed to marketing across B2B and B2C
MQLs
Marketing Qualified Leads generated
Total Reach
Total impressions across all channels
B2B Revenue
Revenue from B2B marketing-attributed deals
B2C Revenue
Revenue from B2C marketing-attributed deals
B2B Paid Revenue
B2B revenue from paid channels
B2B Organic Revenue
B2B revenue from organic channels
B2C Paid Revenue
B2C revenue from paid channels
B2C Organic Revenue
B2C revenue from organic channels
B2B Deals
Marketing-attributed B2B deals closed
B2C Deals
Marketing-attributed B2C deals closed
Total Marketing Deals
All marketing-attributed deals (B2B + B2C)
Total Ad Spend
Total paid media and marketing spend
ROMI
Return on Marketing Investment (revenue ÷ spend)
Avg Deal Value B2B
Average B2B deal size
Avg Deal Value B2C
Average B2C deal size
CAC B2B
Customer Acquisition Cost for B2B
CAC B2C
Customer Acquisition Cost for B2C
Deal Involvement Rate
Percentage of all deals that had marketing involvement
MQL → Client Rate
Percentage of MQLs that convert to clients
Applicant → Deal Rate
Percentage of applicants that convert to placed deals
Signal → Meeting Rate
Percentage of signaled leads that book a meeting
% Data Enriched
Percentage of signaled leads with enriched data
B2B Visitor → Lead Rate
Percentage of B2B site visitors that become MQLs
B2C Visitor → App Rate
Percentage of B2C site visitors that apply
App → Intake Rate
Percentage of applicants that proceed to intake
New Leads (B2B)
New MQLs generated in the period
New Applicants (B2C)
New job applicants in the period
Signal Meetings
Meetings booked from signaling / intent data
CPL B2B
Cost Per Lead for B2B (spend ÷ MQLs)
CPL B2C
Cost Per Lead for B2C (spend ÷ applicants)
Website Sessions
Total website sessions across all channels
Avg Session Duration
Average session duration in seconds
Brand Search Volume
Monthly branded keyword search impressions
Total Ad Spend
Total paid media spend across all platforms
Organic Clicks
Total organic search clicks
Engagement Rate
Average engagement rate across social channels
B — Baseline Variables
B2B Sessions
Expected B2B website sessions per period
B2C Sessions
Expected B2C website sessions per period
B2B Client Page Views
Expected B2B client page views per period
B2C Job Page Views
Expected B2C job page views per period
Job Views (Pipeline)
Expected job views in recruitment pipeline
Apply Starts
Expected application starts per period
Applications Completed
Expected completed applications per period
Newsletter Sent
Expected newsletter sends per period
Newsletter Opens
Expected newsletter opens per period
Newsletter Subscribers
Expected new newsletter subscribers per period
Newsletter Clicks
Expected newsletter clicks per period
Enriched Leads
Expected enriched leads per period
Signaled Leads
Expected signaled leads per period
CV Uploads
Expected CV uploads per period
Job Alert Signups
Expected job alert signups per period
C — Data Sources
Google Analytics (GA4)
Top Funnel · Traffic, Sessions, Search
Not configuredMeta Ads
Top Funnel · Paid Social Spend & Reach
Not configuredHubSpot CRM
Mid Funnel · MQLs, Pipeline, Deal Counts
Not configuredGoogle Sheets (Deals)
Overview & Bottom Funnel · Recent Deals, Revenue
Not configured