A lower close rate requires more leads for the same customer target and raises the acquisition budget.
Try this with your own numbersFormula and worked example
Budget = target customers / close rate × cost per lead
| Input | Example |
|---|---|
| Target new customers | 30 |
| Lead-to-customer rate | 20 % |
| Cost per qualified lead | 30 |
| Calculated result | 4,500 |
Choose reliable inputs
Account for delivery time, review work and when you expect to be paid for each engagement. For this consulting firm calculation, use time sheets, engagement scopes and invoice ageing and a consistent definition of one engagement.
- Delivery hours: include the portion belonging to this engagement or reporting period, and record where the value came from.
- Preparation: include the portion belonging to this engagement or reporting period, and record where the value came from.
- Travel: include the portion belonging to this engagement or reporting period, and record where the value came from.
Use the same currency for every money input. Do not mix weekly costs with monthly revenue, or count the same expense in both an itemised cost and allocated overhead.
What changes when lead quality falls?
A lower close rate requires more leads for the same customer target and raises the acquisition budget.
Cost per lead and conversion rate are entered assumptions, not auction-price forecasts.
What if this input changes?
If target new customers rises by 10%, this example changes by 450 . This shows the effect of one change; it does not predict what will happen.
Open the calculator, save your baseline, then change the input supported by the least reliable estimate in your records. Compare both scenarios before committing to a price or capacity promise.