The company operates a hybrid go-to-market motion (product-led & sales-expanded) and has 3 tiers - Free, Professional, and Enterprise.

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The flywheel starts with a self-service funnel to onboard new customers on their free tier. As soon as the lead reaches a usage threshold (become a product-qualified lead)  - sales reps engage the accounts ready to convert the paid plan.

After the customer converts to the Professional plan, account executives look for usage and fit data to determine when the account becomes expansion-qualified so they can upsell for the Enterprise plan.

Here are the “before” company metrics:

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The goal is to reach the “After” state - be on the top quartile benchmarks for $1-5M.

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We will focus on CAC Payback and Net Dollar Retention since those are easier to influence using product-led activities. Your ARR/FTE and Gross margin are vital, but those require significant operational/personnel changes that are outside the scope of this article.

To understand these benchmarks in action, let’s look at the fundamentals of the Otto revenue model.

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1. The initial ACV target is $10K/year, $833/Monthly (MRR).
2. You can see below that as you go up in the initial ACV target, your MQL cost will increase (fewer buyers).
3. 20% of our deals are sales-sourced, and 80% are marketing-sourced.
4. MQL to SQL to Opp to Closed Won funnel is 25%, 50%, and 20%, respectively.
5. 80% of deals close in the same quarter, costing $69 per MQL.
6. You’ll need to spend about $330,000 to generate $539,784 in the pipeline
7. The CAC at $10K deal is about $6,111, so it will take 7.3 months to get it back. This is OK and should be reduced to 5 months

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Acquisition

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Lower CAC. The goal is to get CAC Payback down to as close to 5 months as possible. This means heavily controlling the cost per qualified lead (PQL, MQL, SQL), cost per opportunity, and cost per closed/won, which will significantly impact your CAC payback period.

However, the major leverage (where you have the most control) is improving your free-to-paid conversion rate - how many signed-up leads end up being paying customers. This can be done via A/B testing, personalization, and onboarding journeys to acquire the paying customer at a higher rate.

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Retention & Monetization

Lower churn and increase expansion revenue. The industry standard benchmark is quickly becoming “net dollar retention.” If I acquire $1 of MRR today, what is that $1 worth over time? Today's true best-of-breed companies see $1 grow over time, becoming $1.10 or more.

We suggest taking a step further and breaking down this metric into two derivative KPIs that your marketing & sales teams can pursue - churn and expansion revenue. The most critical churn version is monthly recurring revenue (MRR) churn and expansion (the total amount of your products and services that were upsold to your existing customers). You must lower churn and expand the customer base simultaneously to achieve profitability.

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Solution? Enter GrowthOS

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With many business leaders at a crossroads, the new direction is clear—precision and efficiency to manage the customer's lifecycle.

High-performance companies are deploying AI-first technology that provides customers the timely marketing they seek, thereby growing LTV sustainably.

The hard truth is that if you don’t create timely marketing moments with your customers, your competitors will.

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GrowthOS components

Sellers & marketers need an elegant GrowthOS that operates on Intent rich User to create timely marketing moments:

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Data integrations & identity resolution

It needs to connect multiple data sources and allow having a unified user profile to enable consistent experience & personalization across any device.

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Timely experiences and an all-in-one marketing suite

Have a range of marketing & sales tools to increase marketing efficiency and provide timely experiences to customers with less operational overhead.

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Growth methodology

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GrowthOS is not just another tool - it is fundamentally a new way to operate your growth operations end-to-end.

We developed a thoroughly researched and industry-backed methodology to empower any business to level up its game in reaching the ultimate goal - growing faster & more profitably.

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1. Discover audiences🔮

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Identify, build, and analyze audiences. Unify customer data across all digital and offline touchpoints and use it to identify your target leads & accounts.

✅ How to →Audiences

Predict user-intent in real time with machine learning. Understand your customers better than ever before with a neural network algorithm that identifies future-purchase intent.

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✅ How to → Predict

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2.Engage customers 💬

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Personalize every interaction to deliver an optimal customer experience at scale across web, mobile and email.

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✅ How to → Personalization

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Set timely, automated triggering events based on real-time behavior to send timely emails and SMS when customers are most likely to engage, like in the event of lifecycle stage change, a lack of activity shown in the past week, and more.

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✅ How to → Journeys

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3.Optimize experiences 💹

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Experiment anywhere on your digital properties with great agility, more confidence, and less risk

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✅ How to → Experiments

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✅ How to → Insights

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Sounds great, but how complex is this?

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Launching your GrowthOS motions does not require dozens of spreadsheets, OKR docs, or multiple agencies to figure out your way.

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We created a library of use cases to get inspiration on starting up with GrowthOS on the fly.

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Customer qualification scoring →

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Churn risk & prevention →

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In-session recommender →

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Go get em'!

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