CAC (customer acquisition cost): total sales and marketing spend divided by the number of new clients acquired. LTV (lifetime value): the revenue or margin a client generates over the full relationship. Payback period: the time needed for a client's revenue to cover the acquisition cost. ROAS (return on ad spend): revenue generated per unit of advertising spend.
VSL (video sales letter): a long-form video that presents an offer before a sales call. Landing page: a single-purpose page built around one call to action. Qualification filter: a question or step that screens prospects against criteria such as budget, authority, need and timing. CTR (click-through rate) and CVR (conversion rate): the standard measures of how each funnel stage performs.