Measure meetings with named target accounts, opportunities started and pipeline influenced, reported monthly. Underneath, track each target's stage (reached, engaged, met, opportunity, client, advocate) and the conversion rate between stages, so you can see where buyers stall and test one change a week.
Work back from revenue
Start with the 12-month revenue target and the average deal size. That gives you the deals you need. Your win rate gives the opportunities, and the share of first meetings that become opportunities gives the meetings.
As a worked example, using assumed rates: a $2 million target at $120,000 a deal needs 17 wins. At a 25% win rate that's 68 opportunities, and if 35% of first meetings become opportunities, 195 first meetings, or about 17 a month. Use your own rates once you know them.
What not to lead with
Likes, impressions and followers tell you someone noticed. They don't tell you whether the people on your target map are closer to a meeting. Keep them as early signals, and report them under the numbers that matter.
