Objective-Based Budgets: From the Customer Target Back to Leads, Spend and CAC
This lesson is part of the course
In this lesson
You run a reverse funnel from the customer target to the leads needed, round up to whole leads, price them, compare the implied CAC with the target and find the cost per lead the target allows.
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Lessons in this course
- Top-Down Budgets: % of Revenue, Last Year + x % and Benchmark Ranges Locked
- Objective-Based Budgets: From the Customer Target Back to Leads, Spend and CAC Locked
- Channel Response Curves: Diminishing Returns, Average vs Marginal CAC Locked
- Allocation by Marginal Returns: Funding the Best Next Block in Every Step Locked
- Working vs Non-Working Spend: Media, Production, Tools and Agency Fees Locked
- Monthly Phasing: Seasonality Weights, Launch Bursts and Cash Timing Locked
- Test & Contingency Reserve: Holding Money Back and Releasing It by Rule Locked
- Budget vs Actual Tracker: Variances, CAC Payback and a Chart for the Review Locked