The channel that looked profitable and wasn't
Customer acquisition was being reported as profitable. When we traced the customers through, it was losing money. Changing the agency and the approach put it back into profit.
Results
What happened when we looked properly.
A few examples, grouped by the problem they solved. They come from inside businesses I've worked in and from client work. Names are left out.
Marketing that wasn't paying
Judging spend on more than the first sale
Acquisition spending was being judged on the first job alone. Bringing customer lifetime value into the board's discussions meant it was assessed on what a customer was worth over time.
Cheaper new customers
Helped both businesses bring down the cost of winning each new customer.
Marketing strategy
Marketing strategies to support growth for both businesses.
Slow processes
Quotes that took days
Surveyors' handwritten notes were being scanned and typed up before a job could be priced. Digitising the survey meant quotes went out far more quickly. Remote video surveys followed, so customers could book at times that suited them.
Spotting problems before they spread
Automating customer feedback and Net Promoter Score reporting flagged service problems quickly, prompted happy customers to leave reviews and showed where crews needed more training.
Sales and reporting
A fairer sales league table
Sales rankings didn't allow for the fact that some people got warmer leads and bigger accounts. Comparing performance by lead source and account type showed who was performing best.
Which clients were really profitable?
Client profitability reporting built from timesheet data showed which accounts made money. It supported fee renegotiations and pricing for new pitches.
Benefits that matched what members spent
Free benefits for club members had no link to how much they spent. Banding them by spend meant benefits matched what each member was worth.
AI that saves time
Marketing admin, automated
We mapped how the business produced its marketing, cut the steps it didn't need and automated the rest. The team got hours back every week for work that needs a person.
AI agents for LinkedIn content
AI agents that research, write and review LinkedIn content.
A directory built with AI
A directory of more than 10,000 children's activities in Surrey, built with AI-assisted development. How I built it.
Want to know where your own leak is?
The Growth Score is a quick first look. It's free and you get a full written report.