Two numbers
- Top-down (owner, period, new ARR or bookings):
- Bottom-up (link GTM planning reconcile):
- Gap and decision:
Definitions (ours, dated)
- CAC:
- Payback:
- LTV:
- New ARR / bookings:
- Marketing vs sales share of total CAC:
- Date we will replace any guess:
Headcount (monthly)
- Fully loaded cost per marketer:
- In-seat by month (or start dates):
- Annualized FTE we refuse to pretend we have:
Remaining mix
- Paid:
- Programs / events:
- Tools:
- Agencies (internal owner required):
Steer
- Efficiency diagnostic we will watch (our number):
- Monthly review owner: