Marketing Demand Generation

Lead generation plan for the quarter

How many leads does your revenue target need this quarter?

Works calculates the number of leads your quarter needs from your revenue target. It splits your budget across two or three channels. Each channel gets a cost per lead target. You choose an offer for each channel. A weekly tracking sheet then shows which channels meet their targets.

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Updated

What you get
Lead plan · October to December 2026
Ready to track
65
leads needed this quarter
3 / 3
channels with a budget and an offer
Google Ads · $12,000 30 leads at $400
LinkedIn · $6,000 20 leads at $300
Website content · $3,000 15 leads at $200
Weekly tracking sheet Set up
First monthly review November 2

You launch each channel with the budget, cost per lead target and offer in the plan.

See it run

A quarter plan in progress

Quarter in planning
October to December 2026 · $21,000 budget
Channels with an offer 1 / 3
Schedule
Every quarter
Monthly review on the first Monday
Run log
  1. You
    “Plan the leads for October to December. The budget is $7,000 a month.”
    Your instruction
    ✓
  2. L
    65 leads needed Lead Plan Analyst
    A $432,000 target at $48,000 per project means 9 new projects. At a 35% win rate, that takes 26 proposals. 40% of leads reach a proposal, so the quarter needs 65 leads.
    ✓
  3. L
    Budget split across 3 channels Lead Plan Analyst
    Google Ads gets $12,000, LinkedIn gets $6,000 and website content gets $3,000. Each channel has a cost per lead target.
    ✓
  4. You
    Your offers needed You
    1 of 3 offers chosen. Choose the offers for LinkedIn and website content.
  5. T
    Building the weekly sheet Tracking Builder
    The sheet has one row for each channel. Each row shows the lead target and the cost per lead target. The first monthly review is on November 2.
    •
  6. ↓
    Ideal customer profile used Upstream
    The profile comes from Define Ideal Customer Profile.
    ✓
  7. ↓
    Revenue target used Upstream
    The $432,000 target comes from Define Revenue Targets.
    ✓
  8. ↓
    Budget used Upstream
    The $21,000 budget comes from Create a Simple Budget.
    ✓
How it works

A lead plan that follows from your revenue target

The plan starts from four numbers: your revenue target, your average deal size, your win rate and the share of leads that qualify. Together, they give the number of leads the quarter needs. Two or three channels are chosen by where your ideal customers spend time and by budget. Each channel gets a budget, a cost per lead target and an offer.

What it needs
The revenue target from Define Revenue Targets
Past lead volume and cost per lead for each channel, if known
The budget for lead generation this quarter
The ICP document, used to choose channels
What you get

A quarterly lead generation plan with the required lead volume calculated from real numbers. A budget split across two or three channels, with a cost per lead target for each. An offer for each channel. A live weekly tracking sheet with the first review date set.

Run sequence

Start to finish

The work starts from your ideal customer profile, revenue targets and budget. Four stages produce the lead plan.

  1. 1
    Required Lead Volume

    Calculate the leads you need

    You confirm deal size and win rate
    Leads calculated from the revenue target
    A warning shows when the budget is too small
    You + Lead Plan Analyst
  2. 2
    Budget by Channel

    Split the budget across channels

    Two or three channels where your ideal customers are
    Budget split across those channels
    A cost per lead target for each channel
    Lead Plan Analyst
  3. 3
    Offer for Each Channel

    Choose an offer for each channel

    You match an offer to each channel
    You choose a landing page, form or booking link
    You set how leads enter the CRM
    You
  4. 4
    Weekly Tracking Sheet

    Track the plan every week

    One weekly sheet with a row per channel
    Monthly review put on the calendar
    You approve the plan
    Tracking Builder + You
Before it starts

What Works asks you

A few questions in plain words. The answers set up the run for your business.

Your revenue target from Define Revenue Targets is the starting point. What average deal size should you divide it by to find the number of new customers you need?
YouAbout $12,000 per new customer on an annual contract
What win rate should you use for qualified sales opportunities?
YouAbout 1 in 4 qualified deals close (25%)
What share of all your leads become qualified sales opportunities?
YouAbout 30% of all leads qualify
Based on where your ideal customers spend time, which two or three channels should you use this quarter?
YouPaid search plus organic LinkedIn for a B2B buyer
What is the highest cost per lead you will accept before you rethink a channel?
YouPaid search up to $150, webinars up to $60
For each channel, what offer will make a target buyer give you their contact details?
YouA free consultation on the channel where buyers show strong interest
Who runs it

The agents behind this workflow

The Lead Plan Analyst calculates the leads your quarter needs. The Tracking Builder builds your weekly tracking sheet.

Playbook specialist
D

Demand Generation Lead

Owns this area

Plans and runs demand generation: lead generation plans, paid ads, webinars, automatic follow-up, retargeting, outbound email, and scaling what works.

Plan leads from each channel to meet a targetbuild and launch paid ad campaignsscale up the channels that work
On this workflow
L

Lead Plan Analyst

Calculates the required lead volume and splits the budget across channels, with a cost per lead target for each

Calculate the required leads backward from a revenue targetPull past lead and cost data from the CRMEstimate the cost per lead for each channel from ad platform dataSplit a fixed budget across two or three channelsFlag when the required volume is more than the budget can buy
T

Tracking Builder

Builds the weekly lead tracking sheet and schedules the monthly review

Build a weekly tracking sheet by channelCompare actual results with the cost per lead targetsShow channels that run over targetSchedule a recurring monthly reviewSet an adjustment rule for channels that miss their targets
Jeanie, your Chief of Staff Works Crew

Jeanie leads a core crew of seven that runs your company day to day. They direct the specialist and workflow agents in each playbook, including the ones on this workflow.

Connections · apps · integrations

Bring what you already run

The apps and accounts this workflow reads from and writes to. Connect them once and Works keeps them in sync.

Google SheetsHubSpot
  • Google Sheets. The lead calculation and the weekly tracking sheet are built in Google Sheets.
  • HubSpot. Past lead and cost data come from HubSpot.

These are starting points, not a limit. Connect the tools you already use.

Related workflows

10 Marketing workflows use this plan.

This one
Plan Lead Generation
Feeds into 10 workflows
Create Lead Magnets
Launch Paid Ads
Create Landing Pages
Run Webinars
Track Campaign Results
Launch Partner Channel
Launch Referrals
Set Up Lead Scoring
Launch Outbound Email
Scale Demand Generation
Works · AI business OS

One workflow inside your whole business

In Marketing, Plan Lead Generation is part of the Demand Generation work.

Prebuilt playbooks, plus your own
StrategyMarketingSalesCustomer SuccessPartnershipsProducts & ServicesOperationsFinancePeopleLegal & Compliance + Build your own
The Marketing playbook
74
Workflows
20
Specialist agents
147
Workflow agents
226
Templates
You're here
Plan Lead Generation
One of 74 Marketing workflows · run by 2 workflow agents
Templates

What comes with it

Built for this workflow
XLSX
CAC and Payback Model
Shows what it costs to win a customer and how fast you earn it back. It opens in Works after you sign up.
XLSX
Channel Media Plan
Sets the budget and the lead target for each channel. It opens in Works after you sign up.
XLSX
Demand Funnel Model
Calculates the leads you need from your revenue target. It opens in Works after you sign up.
XLSX
Marketing Budget Model
Splits the marketing budget for the quarter. It opens in Works after you sign up.
Also included here
XLSX
Content Funnel Coverage Matrix
Maps your content to each stage of the buying process. It opens in Works after you sign up.
XLSX
Platform Selection Matrix
Compares the marketing platforms you could choose from. It opens in Works after you sign up.
XLSX
Subscriber Growth Tracker
Tracks how your subscriber list grows. It opens in Works after you sign up.
DOCX
Lead Magnet Concept Canvas
Plans one free resource that buyers give contact details for. It opens in Works after you sign up.
XLSX
Lead Magnet Idea Inventory
Lists ideas for free resources to offer buyers. It opens in Works after you sign up.
DOCX
Campaign Brief
Sets the goal, the audience and the offer for one campaign. It opens in Works after you sign up.
XLSX
Paid Media Budget and Pacing Model
Plans paid ad spend week by week. It opens in Works after you sign up.
XLSX
Campaign Results Tracker
Records the numbers from each campaign. It opens in Works after you sign up.
XLSX
Channel Performance Model
Compares the numbers across channels. It opens in Works after you sign up.
DOCX
Buyer Persona Canvas
Describes one person in the buying decision. It opens in Works after you sign up.
XLSX
Segment Prioritization Matrix
Scores each customer segment. It opens in Works after you sign up.
XLSX
Distribution Channel Matrix
Compares the channels you could use to reach buyers. It opens in Works after you sign up.
XLSX
Lead Scoring Model
Scores each lead by how well it matches your ideal customer. It opens in Works after you sign up.
XLSX
Revenue Attribution Model
Links revenue to the channels that brought it in. It opens in Works after you sign up.
XLSX
Demand Generation Engine Model
Shows how lead numbers change as you spend more. It opens in Works after you sign up.
DOCX
Demand Generation Plan
Plans how you add channels and budget over time. It opens in Works after you sign up.

Each template opens inside Works after you sign up.

Questions

What people ask

How is the number of leads calculated?

Divide the revenue target by your average deal size to get the number of new customers. Divide the number of new customers by your win rate to get the qualified sales opportunities you need. Then divide the qualified opportunities by the share of all leads that become qualified. The result is the number of leads the quarter needs.

What if the plan needs more leads than the budget can buy?

The plan shows the gap between the leads you need and the leads the budget can buy. You then decide whether to increase the budget or change the revenue target. To change the revenue target, you change it in Define Revenue Targets.

How many channels does the plan use?

The plan uses two or three channels. They are chosen by where your ideal customers spend time and by your budget. Each channel gets its own budget, cost per lead target and offer. The weekly sheet then flags any channel that runs over its cost per lead target.

How often is the plan reviewed?

The plan covers one quarter. A weekly tracking sheet compares each channel with its targets. A monthly review goes on your calendar. You set the date of the first review. You also choose how many weeks a channel can run over target before it is flagged.

Plan next quarter's leads from your revenue target

Sign up to start your lead plan from your revenue target.

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