[EXAMPLE] LTV:CAC Channel & Tactic Comparison

	A	B	C	D	E	F	G	H	I	J
1		Quarter (ACTUALS)
2	Current Details	Organic	Referral/Social	LinkedIn Sp. Content	LinkedIn Convo Ads	Facebook Ads	Google Ads	Terminus	Sp. Webinar	Total
3	Total Cost	$33,000	$6,000	$49,500	$64,500	$36,000	$64,500	$23,100	$30,000	$306,600
4	Team Cost	$30,000	$6,000	$4,500	$4,500	$4,500	$4,500	$4,500	$0	$58,500
5	Software Cost	$3,000	$0	$0	$0	$1,500	$0	$3,600	$0	$8,100
6	Ad Spend	$0	$0	$45,000	$60,000	$30,000	$60,000	$15,000	$30,000	$240,000
7	MQL	90	25	500	956	478	956	136	300	3,442
8	SAL	41	6	25	191	48	143	3	24	481
9	SQL	24	3	8	57	31	65	2	14	204
10	Opportunities	10	2	3	26	9	32	1	5	88
11	Deals	2.00	1.00	0.00	4.00	1.00	6.00	0.00	1.00	15.00
12	Revenue (Annual)	$360,000	$50,000	$0	$450,000	$90,000	$600,000	$0	$115,000	$1,665,000
13	LTV:CAC Ratio	9.82	7.50	0.00	6.28	2.25	8.37	0.00	3.45	3.56
14
15	Current Details	Organic	Referral/Social	LinkedIn Sp. Content	LinkedIn Convo Ads	Facebook Ads	Google Ads	Terminus	Sp. Webinar	Total
16	Avg. Contract Value	$180,000	$50,000	$0	$112,500	$90,000	$100,000	$0	$115,000	$100,000
17	Close Rate (Opp > Deal)	21%	58%	0%	15%	11%	19%	0%	20%	10%
18	SQL > Opp	40%	50%	40%	45%	30%	50%	40%	35%	41%
19	SAL > SQL	60%	55%	30%	30%	65%	45%	67%	60%	100.0%
20	MQL > SAL	45%	25%	5%	20%	10%	15%	2%	8%	16.25%
21
22	Lifetime Value (LTV):	Organic	Referral/Social	LinkedIn Sp. Content	LinkedIn Convo Ads	Facebook Ads	Google Ads	Terminus	Sp. Webinar	Total
23	Monthly Avg. Order Value	$15,000	$4,167	$0	$9,375	$7,500	$8,333	$0	$9,583	$8,333
24	Gross Margin (GM%):	60%	60%	60%	60%	60%	60%	60%	60%	60%
25	Lifespan of a customer (months):	18	18	18	18	18	18	18	18	18
26	Lifetime Value (LTV)	$162,000	$45,000	$0	$101,250	$81,000	$90,000	$0	$103,500	$72,844
27
28
29		Quarter (Projected) - Recommendation
30	Current Details	Organic	Referral/Social	LinkedIn Convo Ads	Facebook Ads	Google Ads	Terminus	Sp. Webinar	???	Total
31	Total Cost	$63,000	$10,000	$94,500	$26,000	$104,500	$17,100	$30,000	$36,000	$318,100
32	Team Cost	$60,000	$10,000	$4,500	$4,500	$4,500	$4,500	$0	$6,000	$34,000
33	Software Cost	$3,000	$0	$0	$1,500	$0	$3,600	$0	$0	$5,100
34	Ad Spend	$0	$0	$90,000	$20,000	$100,000	$9,000	$30,000	$30,000	$279,000
35	MQL	150	35	1,385	250	1,333	60	300	300	3,663
36	SAL	68	9	277	25	200	1	24	60	596
37	SQL	41	5	83	16	90	1	14	30	239
38	Opportunities	16	2	37	5	45	0	5	12	107
39	Deals	4.05	0.48	5.61	0.59	8.10	0.03	0.81	1.80	17.41
40	Revenue (Annual)	$729,000	$24,063	$630,865	$52,650	$810,000	$0	$92,736	$165,600	$1,775,914
41	LTV:CAC Ratio	10.41	2.17	6.01	1.82	6.98	0.00	2.78	4.14	3.94
42
43	Assumptions	Organic	Referral/Social	LinkedIn Convo Ads	Facebook Ads	Google Ads	Terminus	Sp. Webinar	???	Total
44	Avg. Contract Value	$180,000	$50,000	$112,500	$90,000	$100,000	$0	$115,000	$92,000	$100,000
45	Close Rate (Opp > Deal)	25%	20%	15%	12%	18%	8%	16%	15%	10%
46	SQL > Opp	40%	50%	45%	30%	50%	40%	35%	40%	41%
47	SAL > SQL	60%	55%	30%	65%	45%	67%	60%	50%	100.0%
48	MQL > SAL	45%	25%	20%	10%	15%	2%	8%	20%	14.29%
49
50	Lifetime Value (LTV):	Organic	Referral/Social	LinkedIn Convo Ads	Facebook Ads	Google Ads	Terminus	Sp. Webinar	???	Total
51	Monthly Avg. Order Value	$15,000	$4,167	$9,375	$7,500	$8,333	$0	$9,583	$7,667	$8,333
52	Gross Margin (GM%):	60%	60%	60%	60%	60%	60%	60%	60%	60%
53	Lifespan of a customer (months):	18	18	18	18	18	18	18	18	18
54	Lifetime Value (LTV)	$162,000	$45,000	$101,250	$81,000	$90,000	$0	$103,500	$82,800	$71,936
55
56
57
58
59
60
61
62
63
64
65
66
67
68
69
70
71
72
73
74
75
76
77
78
79
80
81
82
83
84
85
86
87
88
89
90
91
92
93
94
95
96
97
98
99
100