Chris Walker hosts weekly Private Coaching Events for Vault Subscribers, which opens with covering important and timely industry observations.
First, he highlights the shift in the market from growth at all costs to efficient growth and the need for companies to adjust their strategies accordingly. He also emphasizes the importance of looking at metrics such as CAC payback period rather than CAC to LTV ratios for evaluating marketing ROI. Additionally, he explains the difference between demand capture and demand conversion and the need to consider all revenue channels, not just inbound, when assessing marketing performance.
Key Takeaways:
-Companies need to shift from growth at all costs to efficient growth in order to align with changing market dynamics.
-CAC payback period is a more appropriate metric for evaluating marketing ROI than CAC to LTV ratios.
-Demand capture refers to capturing the intent of potential buyers, while demand conversion involves converting that intent into sales meetings or pipeline.
-It is important to consider all revenue channels, not just inbound, when evaluating marketing performance.
