Acquisition
Marketing
What it costs to win an account, where the spend goes, and how long the account takes to repay it — the one block of the metric reference that needed a source system the sales fact does not contain.
Entity-level acquisition performance. Operational filters do not apply - a campaign has no protein or region dimension.
All figures on this page are synthetic. Northgate Retail Group is a fictional retail group; the data is generated by seed/ and no real company's results are shown.
On the ROMI figure. The formula credits marketing with every dollar of company sales movement. Revenue moved -$1,448,369 year on year for reasons the campaign layer does not drive, so the measure reads sharply negative. The acquisition metrics above describe campaign performance; this one describes the company.
Spend against accounts won
Total acquisition spend each month, with the accounts it won and the resulting CAC.
11 accounts won across the year, at a monthly CAC between $0 and $16,348.
Acquisition funnel
Leads, the share that qualified, and the accounts that closed.
29.8% of leads qualify and 28.2% of those close — 8.4% of all leads become accounts.
Where the spend goes
Marketing spend by channel for the fiscal year shown.
Field sales prospecting takes 31.6% of marketing spend.
Channel performance
Cost per win is marketing spend only — the selling-compensation share is a company-level split with no channel attribution behind it.
| Channel | Spend | Leads | Qualified | Won | CPL | Cost per win |
|---|---|---|---|---|---|---|
| Field sales prospecting | $23,970 | 28 | 15 | 4 | $856 | $5,993 |
| Trade shows & industry events | $17,249 | 12 | 0 | 0 | $1,437 | — |
| Referral & partner program | $10,623 | 23 | 12 | 4 | $462 | $2,656 |
| Email & CRM nurture | $9,312 | 40 | 12 | 3 | $233 | $3,104 |
| Trade press & print | $8,321 | 11 | 0 | 0 | $756 | — |
| Search & trade directories | $6,375 | 17 | 0 | 0 | $375 | — |
Monthly detail
Channel mix, lead counts and campaign attribution are modelled. Spend and new-customer counts are read from the finance layer and the sales fact.
| Month | Marketing spend | Acquisition selling | Total | Leads | Qualified | Won | CAC |
|---|---|---|---|---|---|---|---|
| Oct 2024 | $5,889 | $8,942 | $14,831 | 10 | 3 | 1 | $14,831 |
| Nov 2024 | $7,001 | $10,544 | $17,545 | 12 | 3 | 0 | — |
| Dec 2024 | $7,174 | $12,311 | $19,485 | 13 | 3 | 0 | — |
| Jan 2025 | $7,114 | $10,723 | $17,837 | 12 | 3 | 0 | — |
| Feb 2025 | $6,027 | $8,730 | $14,758 | 10 | 3 | 1 | $14,758 |
| Mar 2025 | $6,294 | $9,469 | $15,763 | 11 | 3 | 0 | — |
| Apr 2025 | $6,921 | $9,925 | $16,846 | 11 | 4 | 2 | $8,423 |
| May 2025 | $4,887 | $9,128 | $14,014 | 9 | 3 | 1 | $14,014 |
| Jun 2025 | $4,575 | $9,621 | $14,196 | 8 | 3 | 2 | $7,098 |
| Jul 2025 | $7,016 | $9,332 | $16,348 | 12 | 4 | 1 | $16,348 |
| Aug 2025 | $7,273 | $10,142 | $17,415 | 13 | 4 | 0 | — |
| Sep 2025 | $5,681 | $9,617 | $15,297 | 10 | 3 | 3 | $5,099 |
Month of each customer's first order in the sales fact Campaign spend sums to the Marketing operating-expense line in cache/finance FY2024 is the dataset's opening book: 504 of 620 customers place a first order in the first month and the eleven months after it record almost none. CAC against an opening book is meaningless, so the marketing layer starts at FY2025.