What is the number of desired new customers in the next 12 months?

What percentage of leads actually become customers within the current process? Example: on average, out of 10 calls, 5 quotations are requested (50%) and followed by 1 acceptance (20%). Calculation: 0.50x0.20= 0.10 or a lead/customer ratio of 10%. The definition of a lead in our experience is a physical appointment with an interested professional within your target group.

What is the potential gain of a customer to your business? Example: On Average, customers spend 6000 euros p/year. The profit margin is 20%. A customer stays on board for an average of 3 years. This results in a CLV of 6000x0.20x3= 3600 euros.

What is the average margin you use per customer? The margin is the difference between purchase price and selling price.