01 / context
Lead and MQL targets only mean something if they add up to revenue. For FY25, the starting point was the new-logo ARR target — and the question was how much demand each campaign motion had to create to get there.
02 / my role
I built the FY25 demand-generation plan and the reverse-funnel revenue model behind the team’s pipeline targets.
03 / approach
Work backward from revenue
New-logo ARR target → deals → SQLs → MQLs → leads, using the conversion rate at each stage to set the volume needed above it.
Split targets by motion
Targets were allocated across four campaign motions: brand, manual-to-automated testing, open-source-to-Katalon, and competitive replacement.
Track the full path
Each motion was tracked from sign-up to MQL, SQL, pipeline and won revenue by campaign, so the plan could be checked against reality during the year.
04 / outcome
The team’s pipeline targets were tied directly to the revenue goal, with a clear owner and target for each campaign motion — and a shared model to discuss with Sales and leadership when plans needed to change.