Revenue playbooks for founders.
Benchmarks, unit economics and honest goal-setting — the judgment behind the numbers, written for founders without a CFO.
Why "trust me, it's working" stopped working
The pressure on marketing budgets is structural, not personal. Three forces are squeezing at once
CAC Payback Period: Formula, 2026 Benchmarks, and 7 Levers to Shorten It
What CAC payback period is, how to calculate it (simple, gross-margin and churn-adjusted), 2026 B2B SaaS benchmarks by segment, and 7 levers to shorten it by funnel stage.
LTV:CAC Ratio for B2B SaaS: How to Calculate It (and Why 3:1 Can Lie)
How to calculate the LTV to CAC ratio correctly, what 3:1 really means for B2B SaaS, and the 5 ways the ratio misleads founders — with worked examples.
How to Calculate CAC by Funnel Stage (Not Just Blended CAC)
Blended CAC hides where your funnel leaks. Learn to calculate cost per visitor, sign-up, activated account and customer — with formulas, a channel example and a template.
Mapping Unit Economics to AARRR: CAC, LTV & Payback by Funnel Stage
Map unit economics to the AARRR funnel: see what each stage costs, where LTV is created, and how CAC payback moves. Worked B2B SaaS example + 2026 benchmarks.
Funnel, Retention, Budget: The 3 Numbers That Decide If Your Plan Survives
A revenue goal usually gets planned as a single annual number, then broken into quarters. That's the wrong resolution.
Which Marketing Channels Actually Carry Your Growth Plan (and Which Just Spend Budget)
Every channel report looks the same: a list of sources, a column of spend, a column of conversions. What it rarely shows is the question that actually matters — if you removed this channel entirely, what would happen to your revenue plan?
Why a Revenue Plan Needs 3 Numbers to Agree, Not Just 1
A revenue target is not a plan. "$1.2M this year" is a sentence, not a strategy — and most founders find that out the hard way, three quarters in, when the number stops moving no matter how hard the team pushes.
B2B SaaS CAC Benchmarks 2026: By Stage and Industry
A single CAC number can't tell you if you're healthy — it has to be read against your stage and your category. Here's the range that actually applies to you.
Revenue Goal Calculator vs Spreadsheet — What You Lose by Doing It Manually
It isn't one — not because the math is wrong, but because of what the spreadsheet can't do: tell you whether the numbers you typed in are actually true.