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Marketing Annual Goals

* Page referenced in this article: marketing annual goals page.

You can set marketing goals in the following page.

You can set annual marketing goals to track attainment against goals in YTD and annual executive dashboards. Here is a link to both reports:

• YTD executive report
• Full year executive report

LeadCenter supports the following goals:

1. New Leads
2. 1st appointments booked
3. 1st appointments kept
4. Became client (won)
5. Became client (won) after 1st appt kept in the period
6. Lead conversion ratio to 1st appointment booked
7. 1st appointment kept ratio
8. Closing ratio - became a client after 1st appt kept in the period
9. Annuities (FIA) issued
10. MYGA (FA) issued
11. LIFE Issued
12. AUM Issued
13. Total Issued Assets
14. Marketing Spend

1. New Leads

The total number of leads that you want to generate in a year. This should be an absolute positive number. For example, 2,000. Once you set the goal, the executive reports will show the attainment against that goal in percentage. For example, if you set a goal of 2,000 new leads in a year and the attainment is 1,800, your attainment against the goal will be 1,800 / 2,000 = 90%

2. 1st appointments booked

The total number of appointments that you want to generate in a year. This should be an absolute positive number. For example, 500. Once you set the goal, the executive reports will show the attainment ratio against this goal. For example, if you set a goal of 500 new appointments booked in a year and the attainment is 400, your attainment against the goal will be 400 / 500 = 80%

Tip: Make sure to set the category of the appointments to 1st Visit - Not a Client. LeadCenter will only calculate the appointments with this category as 1st appointments.

3. 1st appointments Kept

This reflects the total number of appointments that the client attended. This goal should also be an positive integer. For example 400.

Tip: For appointments where the client didn't show up, please mark them as canceled or noshow. 1st appointments kept are automatically calculated using the following formula:

If a client asks to reschedule the appointment and you know the new date and time, don't cancel it. Use the reschedule button to reschedule it.

4. Became client (won)

This is also a positive integer value that you can set for the total number of won leads that you want to achieve in a year. For a lead to be counted as won in a year, the lead has to meet the following conditions

1. The lead is in a closed stage and that stage has the status won.
2. The closed at date is in the same year.
3. The lead is in the sales pipeline.

This goal will include all the leads that became clients with a closed at date in the period, regardless of when the lead arrived or when an appointment is set.

5. Became client (won) after 1st appt kept in the period

Became client (won) after the first appointment kept in the period is dependent on 1st appointment date that falls in the period.

6. Lead conversion ratio to 1st appointments booked

This goal is a ratio. For example, you can set it to 0.30 which means your goal is to convert 30% of all leads in the period to 1st appointment. When you book appointments, make sure to set the appointment category to 1st Visit - Not a Client.

7. 1st appointment kept ratio

This goal is a ratio. For example you can set it to 0.80 which means your goal is to have 1st appointments where 80% of the clients will keep those appointments in the period. When you book appointments, make sure to set the appointment category to 1st Visit - Not a Client. The following is the formula that LeadCenter uses to calculate the 1st appointment kept ratio:

For example, if you booked 100 1st appointments, 10 got canceled, and 10 contacts didn't show, the 1st appointment kept ratio is: 1st appointment kept ratio = (100-10-10) / 100 = 80%

If you set a goal of 90% for 1st appointments kept, then you are 11% below your goal.

8. Closing ratio - became a client after 1st appt kept in the period

This is also a ratio. For example, you can set this to 0.30. It means that for all 1st appointments kept, your goal is to convert 30% into clients.

9. Annuities (FIA) issued

This is a dollar amount goal that represents the total fixed-indexed annuities you want to sell in a given year. For example, you can set a goal of $10,000,000.00. So the goal is to sell $10 million in FIAs in that period.

10. MYGA (FA) issued

This is a dollar amount goal that represents the total fixed annuities you want to sell in a given year. For example, you can set a goal of $3,000,000.00. So the goal is to sell $3 million in FAs in that period.

11. AUM Issued

This is your target for the year of assets under management. For example, you can set this goal to 100,000,000.00. So your goal is to bring $100 million in assets under management in this period.

12. Total issued assets

This is your target for the year for all assets issued including AUM and insurance products.

13. Marketing spend

This is your target for marketing spend this year. For example, you can set this to $300,000.00 which means you are allocating a $300K budget to marketing spend. This is a critical component in calculating return on investment (ROI) and customer acquisition cost (CAC).

If you want to set additional goals, please send an email to support@leadcenter.ai.