Lead generation & conversion is predicted on the past-performance of similar assets & campaigns. Essentially you review past performance over time and make estimates for future lead-generation based on trends.
As you gain more career experience, you’ll learn enough about your assets, audience, channel, and advertisements to make predictions about lead-generation without knowing the specifics of a campaign.
For instance, I can tell you that with my advertisements, landing pages & offers, I anticipate a 30% to 50% conversion rate for opt-ins, which translates to a 5% to 10% sales conversion rate. I can make a lot of changes to various parameters and still anticipate those results, based on past performance.
You can also predict marketing failures, which is really important. In my industry, lead-generation drops off between June 15th and September 15th for a variety of reasons, including vacations, children out of school, heat fatigue, and a few industry specific ones as well. The same issue applies to Christmas - every Dec 25th to January 5th is “hold your breath” time.
The best tool you can use to gauge performance is simply to measure & track every part of your sales & marketing pipeline, and then learn what trends apply to your particular company.
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