Marketing Manager only · Marketing · Perennial / Cash Calculator
Allowable cost per lead is math
Cost per lead is not the cost to acquire a customer. If one in three leads buys, a $120 lead costs $360 in marketing per sold job, plus the marketing manager. New customers are expensive.
Feeling a lead is 'cheap' while it cannot be sold is how marketing burns profit.
Marketing
Tactics by seat
Marketing Manager
- Compute allowable CPL from ADL, close rate, and target margin. Spend up to that, not past it.
- Bring that number to the Visual Ambition conversation. Marketing goals without allowable CPL are wishes.