Marketing Investment & Returns
A data-driven 24-month budget plan designed for efficient growth. Expect 4-6x ROI through strategic allocation across high-impact programs.
€1.5M-2.2M
Total investment
€15M-20M
Marketing-sourced
4-6x
Return on investment
€6M-12M
Marketing-attributed
Year 1 Budget Allocation by Quarter
Budget by Category:
Q1 Expected Outcomes:
Lead Generation:
- • 600-800 total leads
- • 200-250 MQLs
- • 80-120 SQLs
- • 40-60 opportunities created
Pipeline Impact:
- • €500K-1M pipeline created
- • €50K-150K closed revenue (long sales cycle)
- • 3-5 month avg deal cycle
- • Foundation for Q2-Q4 acceleration
Year 1 Complete Budget & ROI Summary
Budget Allocation by Type:
Total Leads Generated:
10,000-12,000
4,600-6,000 leads vs. baseline of 1,500-2,000
Marketing Qualified Leads (MQLs):
1,650-2,150
40-45% MQL rate, 3x baseline
Sales Qualified Leads (SQLs):
660-890
40% MQL→SQL conversion
Pipeline Created:
€11.5M-18.5M
€150K-250K avg deal size × 66-89 opps
Closed Revenue (Marketing-Attributed):
€5M-10M
35-45% win rate, 3-6 month sales cycle
Marketing ROI:
Investment: €1.7M-2.5M → Return: €5M-10M closed + €12M-19M pipeline for Year 2
Year 2 Budget & Growth Projections
Year 2 Budget (Estimated)
47-60% increase from Year 1
Key Investments:
- • Expand team to 8-12 marketing specialists
- • Enterprise ABM platform (Demandbase/6sense)
- • Regional DevRel presence (EMEA, APAC, Americas)
- • Annual Qt QA Summit (500+ attendees)
- • Partner program launch & ecosystem development
- • Advanced personalization & AI-powered tools
- • Thought leadership & original research
Year 2 Expected Returns
Lead Volume:
18,000-24,000 leads
80-100% growth from Year 1
Pipeline Created:
€25M-35M
2x Year 1 pipeline
Closed Revenue:
€12M-20M
Marketing-attributed closed-won
Marketing ROI:
5-7x
Improved efficiency from Year 1 learnings
Key Assumptions & Risk Mitigation
- Sales Cycle:3-6 months avg (shorter for SMB, longer for enterprise)
- Deal Size:€150K-250K avg (€50K-500K range)
- Win Rate:35-45% for marketing-qualified opportunities
- Conversion Rates:Lead→MQL 40-45%, MQL→SQL 40-50%, SQL→Opp 60-70%
- CAC:€15K-30K per customer (paid), €5K-10K (organic/community)
- LTV/CAC:5-8x ratio (healthy SaaS benchmark: 3x+)
- Risk:
Longer sales cycles than projected
Mitigation: Focus on PQLs (trial users), increase mid-funnel nurture, ABM acceleration
- Risk:
Lower conversion rates than expected
Mitigation: A/B test aggressively, customer interviews, optimize messaging, improve MQL definition
- Risk:
Budget constraints / reduced funding
Mitigation: Prioritize high-ROI channels (webinars, content, community), cut paid ads first, 90-day rolling plans
- Risk:
Talent acquisition / team gaps
Mitigation: Use contractors/agencies initially, gradual hiring plan, invest in training
Ready to Invest in Growth?
This budget delivers 4-6x ROI in Year 1, with a clear path to market leadership. Let's discuss how to allocate resources for maximum impact.