Annualisation
A campaign that starts mid-year banks only part of its value this calendar year. See how much actually lands.
Annualisation: why your campaign goal is worth less this year
A goal you reach during the year only delivers part of its value within that calendar year. Two reasons: campaigns ramp up over months instead of igniting on January 1st, and some of the customers you win only buy in the following year. Promise leadership the full headline number and you will almost certainly miss it, without a single calculation error.
The annualisation calculator trims the overnight value down to the honest in-year figure.
The rule of thumb
Expect roughly half to two-thirds of the headline value to land in the current year. The earlier in the year your campaign bites and the shorter your customers' buying cycle, the more you keep.
Which leads to the most practical lesson in budget planning: spend early. A campaign that reaches its goal in March works for you almost the whole year. The same campaign in November works for six weeks.
Frequently asked questions
Do I need annualisation as a freelancer?
Yes, especially. In services with long decision cycles (consulting, software, projects), many contacts buy months after first hearing of you. Without annualisation you systematically overestimate your yearly result.