The document discusses key metrics for measuring startup performance across customer acquisition, sales, marketing, and customer service. It covers metrics like conversion rates, churn rates, lifetime value, and ROI. Examples are given around using lifetime value to determine customer acquisition costs and forecasting revenue. The importance of understanding the buyer's journey and sales cycle through various touchpoints is also emphasized.

1. Where startups Network, Learn, and Grow
Customer Acquisition
Workshop
Marta Dalton

2. Where startups Network, Learn, and Grow
The Sales Funnel is Changing

3. Where startups Network, Learn, and Grow
But it’s not really a funnel…
Customer
Service
Sales
Marketing

4. Where startups Network, Learn, and Grow
How Can We Measure
Performance?
Contact
Lead
Opportunity
Customer

5. Where startups Network, Learn, and Grow
How Can We Measure
Performance?
Contact
Lead
Opportunity
Customer
Conversion
Rate
Acceptance
Rate
Close
Rate

6. Where startups Network, Learn, and Grow
How Can We Measure
Performance?
Contact
Lead
Opportunity
Customer
Lead
Conversion
Rate
Acceptance
Rate
Close
Rate
100,000
10,000
5,000
100
= 10%
= 50%
= 2%
Sales
Conv.
Rate
= 0.1%

7. Where startups Network, Learn, and Grow
What about after they’re a
Customer?
Customer
Non
Customer
Repeat
Customer
Churn
Rate
Repeat
Purchase Rate
20 100 80
20% 80%

8. Where startups Network, Learn, and Grow
Let’s get to Revenue!
Customer
margin * avg order value * # purchases/year * # years
margin * avg order value * # purchases/month * # months
50% $100 2 36
$3,600
Lifetime
Value (LTV)

9. Where startups Network, Learn, and Grow
Using LTV in Real Life: Discounts
Customer
Non
Customer
Repeat
Customer
20 100 80
$3,600
There’s $2,400
at stake
After 12
months
Tiered
pricing
20% discount
leaves
30% margin
Net $2,160

10. Where startups Network, Learn, and Grow
Using LTV in Real Life: CPA Targets
Contact
Lead
Opportunity
Customer
Lead
Conversion
Rate
Acceptance
Rate
Close
Rate
100,000
10,000
5,000
100
= 10%
= 50%
= 2%
$3,600
$72
$36
$3.60

11. Where startups Network, Learn, and Grow
Using LTV in Real Life: Forecasting
Customer
$3,600
Month 1 Month 2 Month 3
$18,000
$21,600 $28,800

12. Where startups Network, Learn, and Grow
How do we Acquire Contacts?
Marketing
Channels

13. Where startups Network, Learn, and Grow
METRICS
• Unique visitors
• Value per visit
• Fans/followers
• Leads/Lead
Conversion Rate
• Pageviews
• Time on site
• Shares/comments/
likes
• Sales (on- & off-line)
• Revenue/profit
• Average order value
• Repeat purchase
• Satisfaction/loyalty
• Advocacy

14. Where startups Network, Learn, and Grow

15. Where startups Network, Learn, and Grow

16. Where startups Network, Learn, and Grow

17. Where startups Network, Learn, and Grow
Content in the Buyer’s Journey

18. Where startups Network, Learn, and Grow
Marketing ROI
(margin * rev) - spend
ROI = spend
…don’t forget
assisted revenue!

19. Where startups Network, Learn, and Grow
The Sales Cycle
Sales

20. Where startups Network, Learn, and Grow

21. Where startups Network, Learn, and Grow
Key Needs in the Sales Cycle
1
2

22. Where startups Network, Learn, and Grow
The Quantitative Side
• Evaluate what touchpoints lead to
close
• Include details on time to close
from each touchpoint
• Filter/segment by industry, title,
company size, etc

23. Where startups Network, Learn, and Grow
The Final Frontier
Customer
Service

24. Where startups Network, Learn, and Grow
Priorities & Trends in
Customer Service

25. Where startups Network, Learn, and Grow
Priorities & Trends in
Customer Service

26. Where startups Network, Learn, and Grow
Priorities & Trends in
Customer Service

27. Where startups Network, Learn, and Grow
Priorities & Trends in
Customer Service

28. Where startups Network, Learn, and Grow
Customer Satisfaction Score

29. Where startups Network, Learn, and Grow
Customer Satisfaction Score