Customer acquisition strategy
The economics of winning a customer: CAC targets, payback windows and the channel mix that hits them.
- Engagement
- Fixed-scope engagement
- Typical timeline
- 3–4 weeks
- Starts with
- An export of your last hundred closed deals.
Growth currently depends on referrals and the founder's network, which is fine until the month it isn't. There is no repeatable way to produce a new customer on demand.
Predictable acquisition cost you can confidently scale spend against.
What we build
Concrete artefacts, handed over and documented.
Acquisition motion inventory: every way a customer has ever arrived, with volume and cost attached
Three tested motions written as playbooks, trigger, targeting, message, follow-up, hand-off
Unit economics per motion: cost per lead, cost per customer, payback month
Scaling ceiling for each motion, so you know which one runs out first
Instrumentation spec so every motion reports into one funnel view
What changes
New customers arrive from a process rather than from luck
Each motion has a known cost and a known ceiling
Hiring into sales becomes a decision with arithmetic behind it
How it runs
- Week 1
01Where they came from
We trace your last hundred customers back to first contact, including the messy, undocumented paths.
- Weeks 2–3
02Playbooks
Three motions written in enough detail that a new hire could run them without you in the room.
- Week 4
03Economics and ceiling
Cost per customer and the volume at which each motion stops responding to more budget.
Chosen per project. Named here so you can see the shape of it.
- HubSpot
- Apollo
- GA4
- Google Sheets
Questions we get asked
Tell us the outcome, not the tooling.
Send us the situation you are in. We will tell you which discipline it belongs to, what we would do first and what it costs, including when the answer is to wait.