ServiceTitan Certified Administrator
ServiceTitan Certified Administrator

Welcome to our special series on setting up your annual marketing plan! We asked Amber McKee, Founder of Ambers Marketing Group and Former Director of Marketing at Goettl Air Conditioning and Plumbing to share her expertise below:

The planning season is officially in full swing, and it's time to ask yourself the big questions: Do you have your goals set for 2024? Do you know the revenue you want to produce, by month and line of business? 

Do you know the number of leads you need to drive into your business to reach your revenue goals? If you're still scratching your head, fret not! We've got you covered with a roadmap to get your business and marketing planning for 2024 off to a solid start.

Step 1: Set Specific Monthly Revenue Goals 

To start, you need a clear vision of your financial destination. Begin by determining your monthly revenue goals. Think about your annual revenue target then breaks it down into bite-sized monthly pieces. Keep in mind any seasonal variates and monthly growth expectations (for instance, if you’re in the HVAC or pest control business winter might be slower) 

Now, the SMART approach comes into play:

  • Specific (S): How much revenue will you produce each month? Make it precise.
  • Measurable (M): How will you measure your progress towards your goals?
  • Achievable (A): Do you have enough service people and support staff to run the calls needed?
  • Realistic (R): Is your year-over-year growth too ambitious or too conservative?
  • Time-Bound (T): When do you plan to start generating this revenue?

Step 2: Calculate the Number of Leads Required

Now that you’ve got your revenue goals down, let’s figure out how many leads you’ll need to convert into paying customers each month to meet those targets. To do this, divide your monthly revenue goal by your average ticket cost. This calculation will tell you how many service calls your technicians need to go on. 

But, we’re not done yet! Take your booking rate into account. For example, if you have an 80% booking rate, multiply the number of service calls you need by 1.2. This will give you the total number of leads you must drive into your office or call center. 

With this number in hand, you’re on your way to creating a plan for generating those crucial leads. 

Step 3: Establish Your Marketing Budget

Now that you’ve established your goals and the number of leads you need to meet them, it’s time to allocate resources to make it happen. This is where your marketing budget comes into play. Your budget will be the fuel that drives these leads into your business. Remember setting the budget isn’t a one-size-fits-all task. Your budget will depend on the new customers you want to acquire, the year-over-year growth, capacity to run calls, type of business and area’s you serve. Starting with the end in mind is the key to turning those dreams into reality. It’s time to set those goals, calculate the leads and craft a budget that propels you toward a successful year. Happy planning!


Want to learn more? Register  for the Leads to Loyalty: Creating Your 2024 Marketing Plan Webinar on Thursday, November 2 at 11am PT with Amber McKee and Sarah Ghirardo.