What is BTTV?

Bottom To Top View is a mathematical reverse-engineering approach that begins at the bottom-line financial objective (e.g., $1M net ARR goal or target Contribution Margin 2) and works backward up the conversion chain to determine required sales meetings, lead volume, clicks, and initial ad spend.

Where is BTTV Used?

Used in annual revenue goal modeling, media budget planning, sales quota setting, and unit economic capacity forecasting.

What Does It Mean & Strategic Value

It replaces aspirational top-down guessing with mathematically grounded targets derived directly from required net financial output.

Down-Funnel Impact

Guarantees that ad budgets, lead quotas, and marketing targets are mathematically sufficient to achieve net financial profitability.

Real-World Usage & Auditing

Applied by CFOs and CROs to calculate exact monthly ad spend required to achieve annual net profit goals.

Why BTTV Matters for Growth

Essential for capital allocation and financial forecasting, ensuring sales and marketing targets align directly with enterprise P&L reality.

Operational Example Scenario

A company needing $500,000 in new quarterly ARR (Bottom) calculates that with a $10,000 ACV, they need 50 closed deals, which requires 200 SQL demos, 1,000 leads, and 100,000 site visits (Top), requiring a $75,000 ad budget.