CAC, LTV, average ticket, payback and the indicators that show where your company is heading.
When a few large customers pull the average up, the company plans media, targets and commissions for a customer who doesn't exist. See what to ask for alongside the number.
Read moreHow to connect your CRM to Meta's Conversions API to send sales and sales funnel milestones straight back to the campaign that generated the lead.
Read moreCAC payback: the formula, a calculation example and benchmarks by customer segment to know whether the return on your investment is healthy.
Read moreReal estate marketing KPIs: the four indicators that guide media decisions at developers and real estate agencies.
Read moreThe reverse funnel calculation to find out how many leads you need to generate, starting from the revenue goal and ending at the media budget required.
Read moreA 4-step roadmap to split the 2027 marketing budget among channels, using CAC through to the sale, conversion by stage and average sales cycle.
Read moreHow to measure lead response time by crossing the form time with the CRM, why the average misleads and how to break the indicator down by channel, salesperson and time of day.
Read moreHalf-year closing analysis: 6 analyses to run before the next cycle, each with the decision it informs.
Read moreMarketing and sales alignment: why the two teams show different numbers and the minimum agreement that fixes it.
Read moreRevenue forecasting from the conversion rate by stage and the average cycle, with an example and what breaks the forecast.
Read moreCAC in complex sales: how to calculate it by cohort, what goes in the numerator, and how attribution changes the number.
Read moreCampaign naming: 9 mistakes that break the media report and the best practices to standardize your team.
Read moreUnified marketing and sales funnel: a 6-step guide to follow the same lead from the first click to the sale.
Read moreLTV in marketing: see how average ticket, LTV and revenue by channel change marketing's conversation with leadership.
Read moreLast-click or first-click attribution model: which question each one answers, how to choose, and the mistake of comparing the two in the same meeting.
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