Funnel metrics

A reference shelf of the core funnel and revenue metrics - clear definitions, how each is calculated, and the traps that make them mislead.

5 articles

The fully-loaded cost of winning one new customer, and the most commonly understated number in marketing.

4 min· foundational

The total profit a customer is worth over the whole relationship, and the number that sets your acquisition budget.

4 min· foundational

Quick, honest definitions of the metrics every funnel conversation leans on, and the trap inside each.

6 min· intermediate

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A precise description of the accounts most likely to become your best customers, and the basis of focused spend.

5 min· foundational