Customer Acquisition Audit

Decide where the next dollar goes

Purpose: Decide what happens to each acquisition channel using realized cohort payback, not a borrowed LTV:CAC or payback threshold treated as a pass/fail bar.
Inputs: Cohort margin and retention by channel from Judge the customers you won
Method: Build payback from realized cohort revenue and margin month by month, not a static formula
Compare channels to each other and to their own trend, not to an externally published benchmark
Give each channel one decision: grow, hold, fix the qualification, test before trusting it, or cut
For anything that might be harvesting demand that already existed, run an incrementality test before deciding
Output: A decision for every channel in scope, with the evidence and the result that would reverse it.
Data: CRM Accounting Advertising platforms

The reasoning behind this one capability, with a worked example.