Channels determine what you can charge for your product (i.e. what the pricing model is).
How Is It Measured?
Two metrics matter the most here:
- LTV - Lifetime Value - how much a customer spends over lifetime
- CAC - Customer Acquisition Cost - how much you spend to get the customer
A good LTV-CAC ratio is 3:1 - i.e. you spend 3 times less than what the customer pays you over a lifetime.
CAC = (total marketing expenses + total sales expenses) / (# of new customer acquired)
The above is a simplified formula - in reality you also need to adjust for sales cycle length, tools and returning customers.
LTV = ARPU / Churn
Of course, in the beginning, it's hard to know the exact churn, so the numbers tend to jump a lot. But because this is one of the central metrics, the work on retention (anti-churn) really pays off. It's the difference between having a bucket that's leaking from the bottom versus one that's overflowing from the top.
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