- Customer Acquisition Cost (CAC)
CAC is every sales and marketing dollar divided by net-new clients. Get it by channel, and stop asking whether it's 'too high' — ask: compared to what?
- Customer Lifetime Value & the CAC:LTV Ratio
Lifetime value tells you whether a CAC is expensive or a bargain. Healthy is 1:3 to 1:5 — below that you're losing money; above it you're under-spending.
- Financing Revenue Growth
Revenue is a math problem. The full model, in order: set the goal, size the spend, find your CAC and LTV, check the ratio, and build the budget.
- The Revenue Budget
Where the math closes: average monthly revenue times committed S&M percent, divided by CAC, is how many new clients each month can realistically buy.
- The Revenue Planning Playbook
The model finance teams build in a workshop — CAC, ACV, required spend, and channel ROI — kept current so you can plan, adjust, and defend the number.
- Sales & Marketing Budget
How much to commit to sales and marketing, measured as a share of revenue, and how to move the number on a plan instead of an annual internal battle.
- Sales & Marketing Efficiency
How to measure sales and marketing efficiency — CAC by channel, attribution, marketing ROI, capacity and quota planning — and act on what the numbers say.
- Where to Spend: B2B vs B2C
The single biggest determinant of where the budget goes is whether you're B2B (sales-led) or B2C (marketing-led). Either way, follow-up wins.