Working papers
The method in full. Rigorous, referenced, and written to be worked by hand. These are the papers the book and the course draw on, each one a single argument taken to the evidence.
Methodology
The keystone. How to build a fully loaded cost of acquisition, value a customer honestly, and read the ratio the two produce.
00 Measuring Marketing's Return on Capital The CLV:CAC method, worked end to end. 14 minWorking papers
Five arguments, each taken to the evidence.
01 The Metric That Changes Everything Why the CLV:CAC ratio is the most important number in B2B marketing, and why nobody owns it. 11 min 02 Business Is Good. Why Would I Look Harder? The case for measuring unit economics when you don't have to. 16 min 03 Read the Warning Light How marketing can fix the unit economics problem, and why earlier is always better. 17 min 04 Before You Optimise Find out whether your marketing is creating value, before you spend to make more of it. 20 min 05 What Brand Actually Buys The dullness premium, and twenty-five years of Salesforce read as a capital decision. 13 minCase study
The method applied, with the numbers intact and the business anonymised.
— The $3 Million Warning Light How a global managed services provider discovered it was running two businesses, and funding the wrong one. 23 min