Description
Who it’s for: Anyone who has to answer for a marketing number and wants to answer one question properly: How many months until a new customer has paid for themselves?
What happens in it: Watch the idea unfold: the cost of winning a customer, what they pay, what you keep, and the month you break even. In Your call you make the decisions in a real case: I’m presenting our monthly growth figures. We win customers at a CAC of R2,400; each pays R800 a month and our gross margin is 50%. I’ve shown a payback of 3 months: R2,400 ÷ R800. Then, in the boardroom, you make the case to Linda, the head of finance, in three questions.
How it works: five scenes in about 35 minutes: the data film, the lesson, Your call, practice with fresh numbers that mark themselves, and the boardroom. Finish all five for your certificate. It is course 4 of 5 in the Customer unit economics season of the Marketing series.
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