Strategy & Growth terms

The contrast between building long-term brand demand and driving immediate, measurable actions.

A startup efficiency measure comparing cash burned to new recurring revenue added.

A semi-fictional profile of a typical customer used to guide marketing decisions.

The average cost of acquiring a new customer.

The time it takes for a customer's gross profit to repay the cost of acquiring them.

A short document that defines a campaign's goals, audience, message, and scope.

The act of establishing an entirely new market category that did not exist before.

A strategy of defining and leading a new market category rather than competing in an existing one.

A cue or situation that prompts someone to think of and consider a category.

The combination of marketing channels a business uses to reach its audience.

A plan for which marketing channels to use and how they work together.

The percentage of customers or revenue lost over a set period.

The value expected from a customer across the relationship.

Tracking how long groups of customers who started together keep using a product.

A strategy that grows a business through an engaged community of users or fans.

The study of rivals to understand their strengths, weaknesses, and market position.

Revenue left after variable costs, available to cover fixed costs and profit.

The mix of fixed and variable costs a business or campaign carries.

A system and process for managing customer and prospect relationships.

Coordinating multiple channels so they share data and hand off to each other.