The Revenue Budget

This is where the math closes. Take last year's average monthly revenue, multiply by the share you commit to sales and marketing, and divide by your CAC — that is how many new clients each month can realistically buy. Line it up against the goal you set and the truth appears: three new clients a month, or budget for one every three months. A budget is also what makes you help-able — “we don't know, whatever it takes” can't be planned; “$14,000” can.