MarginWorkshopSales & Customer Economics
Acquisition cost, lead volume, recurring contract value, and lifetime-value decisions.
Customer Acquisition Cost
What it actually costs, all-in, to win one new customer.
Sales Conversion & Required Lead Volume
Given a conversion rate and a revenue goal, how many leads you actually need.
Required Sales Pipeline Before Adding a Crew
How much sales pipeline, not just backlog, actually justifies committing to more crew capacity.
Recurring Contract Value
What one recurring contract or membership is worth over its life, and what it actually costs to service.
Customer Cancellation / Churn Cost
What losing a recurring customer actually costs, in lost future value plus the cost to replace them.
Repeat Customer / Referral Value
How much cheaper a repeat or referred customer really is compared to a cold lead, blended across your whole customer mix.
Customer LTV : CAC Ratio
The standard health check: is what a customer is worth over their lifetime actually enough relative to what they cost to acquire?