Burning Questions, Counterintuitive Insights and Surprising Datapoints to Spark Your Imagination

Feb 2022, 14

Your problem is not the CAC, it’s the LTV

In the post-apocalyptic (aka iOS 14) world we’re living in, one of the questions I get more often is along the lines of “My cost to acquire a customer is too high and I cannot afford it. How do I lower it?”

I get it. SaaS is a super competitive space, everyone has a lot of capital available to deploy on users acquisition and they want to grow fast.

On the other side, privacy laws and Apple changes to iOS have reduced the effectiveness of advertising drastically increasing CPC up to XX%.

Still, I don’t care. And you’re asking the wrong question.

Feb 2022, 11

Why is marketing the first and deepest budget cut in a downturn?

Are marketers their own worst enemy?

Thankfully it’s been a while since we’ve dealt with a sustained recession. Since our memories tend to be short we likely forget that budgets get cut during downtimes and especially marketing budgets according to Harvard Business Review.

I’ve had the hard conversations, in good times and bad, justifying marketing strategy, staff, and budget with leaders who just don’t “buy it”.

Your problem is not the CAC, it’s the LTV

Why is marketing the first and deepest budget cut in a downturn?

Revenue Acceleration Manifesto