Tool

Marketing Channel Mix Modeller

Enter your revenue target and work backward through deal value, conversion rate, and channel mix to find exactly how many leads each channel needs to generate. Strategic marketing planning, not spreadsheet guesswork. Free, no signup.

Most channel mix decisions start from the budget. We have this much money: how do we split it. The more strategically useful question runs in the opposite direction. We have this revenue target: how many leads do we need, at what conversion rate, across which channels, to hit it. That backward calculation produces a very different kind of decision.

Starting from the revenue target forces clarity on three things that budget-first planning obscures. First, the total lead volume required to hit the number. Second, the conversion rate assumption that makes the model work, which is often more optimistic than the historical data justifies. Third, the channel dependency risk, where one channel is carrying a disproportionate share of the lead requirement.

This tool takes your revenue target, deal value, and conversion rate, calculates the exact number of leads you need per month and per working day, then distributes that requirement across your channel mix based on the share and conversion rate you assign to each channel. The gap analysis shows you immediately whether your current mix can hit the number or whether you have a structural shortfall to address before the quarter begins.

Revenue target and conversion assumptions
Annual revenue target
$
Average deal or order value
$
Overall lead-to-customer CVR end-to-end
%
Sales cycle length
Revenue target
$2.4M
annual
Customers needed
0
per year
Total leads needed
0
per year
Leads per month
0
monthly target
Leads per working day
0
to hit target
Channel mix
Gap analysis
Leads target/month
0
needed for target
Leads your mix delivers
0
at current settings
Gap
0
leads per month
Revenue your mix delivers
$0
projected annual
Revenue gap
$0
to close
Progress to target0%
0Target
Channel breakdown
Channel
Mix share
Leads/mo
Customers/yr
Revenue contribution
What the model is telling you

Methodology

The model works backward from the annual revenue target through three calculations. First, it divides revenue by average deal value to determine the number of customers needed annually. Second, it divides customers by the overall lead to customer conversion rate to determine total leads needed. Third, it divides total leads by twelve to produce the monthly lead requirement.

Channel allocation distributes the monthly lead requirement across active channels in proportion to their mix share, normalised to one hundred percent across all active channels. A channel with a thirty percent mix share receives thirty percent of the total monthly lead requirement, regardless of how that share is set relative to other channels.

Revenue contribution per channel is calculated by multiplying the channel's monthly lead allocation by twelve months, then by the channel's individual conversion rate, then by the average deal value. This produces an annual revenue contribution that can be compared across channels and summed to show the total projected revenue delivery of the mix.

How to use this tool

  1. Enter your annual revenue target, average deal value, and overall lead to customer conversion rate
  2. Review the target summary: customers needed, total leads needed, and leads per month
  3. Adjust channel mix shares to reflect your planned channel investment
  4. Set individual conversion rates for each channel based on historical performance
  5. Review the gap analysis to see whether your mix hits the revenue target or falls short

Frequently asked questions

What is a marketing channel mix?
A marketing channel mix is the combination of marketing and sales channels a business uses to generate leads and acquire customers. Common channels include organic search, paid search, paid social, email, referral, direct, content, events, and outbound sales. A channel mix model defines how much of the total lead volume each channel is expected to generate and at what conversion rate, enabling revenue planning from the channel level up.
How do I set realistic channel mix share assumptions?
Start with historical data if it exists. Look at the last six to twelve months of lead source data and use actual channel contribution percentages as your baseline. If you are planning to shift budget toward a channel, adjust its share accordingly and set a conservative conversion rate for the ramp-up period. If you are adding a channel you have not used before, use industry benchmark data as a starting point and set a low initial mix share until you have performance data.
What should I do if my channel mix does not hit the revenue target?
The gap can be closed in three ways: increase the total lead volume by activating new channels or scaling existing ones, improve the overall conversion rate through better qualification, nurturing, or sales process, or revise the revenue target to match the capacity of the current channel mix. Most businesses should address gaps by a combination of the first two rather than immediately revising the revenue target, but an honest assessment of what is achievable is more useful than an optimistic model that produces the right number on paper.
How does the sales cycle length affect the model?
Sales cycle length affects when revenue from current leads is recognised. In a business with a six-month sales cycle, leads generated today will not close until six months from now. This means that to hit a revenue target in the current fiscal year, a significant portion of the required pipeline must already exist. The model uses sales cycle length to flag this timing risk in the insight section when the cycle is long enough to create a meaningful execution window problem.
What is the difference between mix share and conversion rate in this model?
Mix share defines what proportion of the total monthly lead volume each channel contributes. Conversion rate defines what proportion of those leads become customers. A channel can have a high mix share but a low conversion rate, meaning it generates a lot of leads but converts few of them. A channel with a low mix share and a high conversion rate may contribute more revenue per lead despite generating fewer. Both dimensions matter and should be optimised independently.

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