CAC vs. LTV: how much you can actually afford to spend on a customer
A budget percentage tells you what you're spending. CAC and LTV tell you whether that spend makes money. The unit-economics math every service business should run.
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Revenue Operations
Budgets, metrics, attribution, and the operating model behind predictable revenue. How $1M–$10M service businesses turn marketing spend into a system they can plan around.
One agency vs. five vendors: the hidden cost of fragmentation
An ads guy, an SEO consultant, a content freelancer, a web developer: five invoices, zero accountability. The hidden costs of fragmented marketing.
ReadMarketing attribution for service businesses: a practical guide
A practical, no-jargon guide to marketing attribution for service businesses: call tracking, form tracking, CRM, and what good-enough actually looks like.
ReadThe only 5 marketing metrics that predict revenue
Impressions, reach, and engagement don't pay your team. The five marketing metrics that actually predict revenue, and the vanity metrics to stop reporting.
ReadWhat percentage of revenue should you spend on marketing?
The real 2026 benchmarks for service-business marketing spend: why the percentage is the wrong starting point, and how to set a budget your margins sustain.
ReadThe revenue system: why marketing tactics fail without structure
Most service businesses don't have a marketing problem: they have a structure problem. The system that turns fragmented tactics into predictable revenue.
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