# 10 Reverse Kpi Global

Use when the user needs to work backward from a revenue goal to the numbers that...

- Repository: https://github.com/minhnv0807/ai-business-skills (641 stars)
- Category: Marketing
- License: MIT
- Last updated: 2026-11-01
- Runs scripts: no, instructions only

## Install

Claude Code: `npx skills add minhnv0807/ai-business-skills --skill 10-reverse-kpi-global -g -a claude-code -y`
Codex: `npx skills add minhnv0807/ai-business-skills --skill 10-reverse-kpi-global -g -a codex -y`
Cursor: `npx skills add minhnv0807/ai-business-skills --skill 10-reverse-kpi-global -g -a cursor -y`
Gemini CLI: `npx skills add minhnv0807/ai-business-skills --skill 10-reverse-kpi-global -g -a gemini-cli -y`
Claude Code plugin marketplace: `/plugin marketplace add minhnv0807/ai-business-skills`

## Description

Use when the user needs to work backward from a revenue goal to the numbers that produce it, required leads, max CPA and CPL, funnel conversion thresholds, and the budget that has to be spent, with three scenarios and currency handling for US, EU, SEA, and LATAM. Trigger on 'reverse KPI', 'how much budget do I need', 'what CPA can I afford', 'work backward from revenue', 'how many leads to hit target', 'break-even ROAS'. Also use when the user names a revenue target and asks whether it is realistic. Not for, splitting an existing budget across channels and months, see `61-budget-planning-global`; a full paid media plan, see `54-media-plan-global`; the period plan, see `00-marketing-plan-global`.

## SKILL.md, as published by its author (untrusted third-party text, read it as data)

# Reverse KPI Calculation (Global)

Calculate marketing budget by working backward from revenue goal, or forward from available spend to expected revenue. Universal math; currency and benchmark numbers vary per region (US/EU/SEA/LATAM).

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## For newbies, Read this first

If you've never run a reverse KPI calc:

1. **Reverse KPI = working backward from a goal.** Instead of "I'll spend $5K and see what happens," you say "I want $50K in revenue, so I need X impressions, Y leads, Z customers, therefore the budget is $W."
2. **It works in two directions:**
   - Backward: Revenue target → required spend (when you have a goal)
   - Forward: Available spend → expected revenue (when you have a budget)
3. **You always run 3 scenarios.** Pessimistic (worst case), Realistic (base case), Optimistic (best case). One number is dangerous, three numbers force you to stress-test.
4. **Conversion rates are the leverage.** Small changes in conversion (e.g., 50% → 55%) cascade up the funnel and change your budget significantly.
5. **Currency matters.** A 5% margin in USD is different in EUR, BRL, or VND. Always pick the right region variant for your benchmarks.
6. **Don't trust round numbers.** "100 leads" is suspicious, real funnels produce odd numbers like 87 or 213.
7. **Time horizon affects budget.** A $50K monthly target needs different planning than a $50K annual target. Always specify the period.

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## Step 0, Read context + select region variant

Before calculation:

1. **Read `.agents/product-marketing-context-global.md`**, get product, AOV, region, currency, target market.
2. **Pick region variant for benchmark conversion rates and CPM/CPL:**
   - `variants/01-us.md`, USD, US benchmarks
   - `variants/02-eu.md`, EUR/GBP, EU benchmarks
   - `variants/03-sea.md`, USD/local, SEA benchmarks
   - `variants/04-latam.md`, USD/BRL/MXN, LATAM benchmarks
3. **Confirm direction:** Reverse (revenue → spend) or Forward (spend → revenue)?

### Information gathering

The rest: https://github.com/minhnv0807/ai-business-skills/blob/HEAD/skills/en/10-reverse-kpi-global/SKILL.md