Have you been frustrated by conversions about pricing you’ve had as part of a Management team, or as an investor? Throughout my time as both a strategy consultant and investor, pricing strategy has been a topic that has fascinated me. Whilst I’ve had many conversations with Management teams about pricing, I believe that price has been consistently underutilised as a value creation lever. I’m planning to write a series of pieces on this topic, so I thought I’d start by introdu

I’ve run more than fifty primary customer research exercises and have probably made every mistake there is to make. This is one of those tasks that seems simple on the surface but the devil is in the detail. I want to share my checklist that any marketer or strategy consultant should use when preparing to run customer research, focusing on online, quantitative surveys. This guide is intended for customer research to inform internal choices about strategy and tactics. If you a

An Ideal Customer Profile (ICP) is a description of the customers that you would most like to acquire for your business. In other words. If one more customer walked in the front door, brackets metaphorically). What do you want them to look like? The ICP is a more specific version of the long-used “target market” concept in marketing. The ICP, however, goes beyond demographic/firmographic information and can include customer problems, the triggers that have caused the customer

LTV, or customer lifetime value , is one of the most important metrics for your business to understand. It equates to your ability to...

Working as both a marketing leader and an investor, a constant challenge has been to prioritise among the myriad ways that I could spend...

It goes without saying that being able to efficiently acquire new customers is integral to long-term profitable growth. But what if it...

The ratio of Customer Lifetime Value (LTV) to Cost Per Acquisition (CPA or CAC) is one of the most important commercial metrics for any business. It represents the fundamental unit economics of customer acquisition and how efficiently a business is able to grow. In simple terms it is the return on investment (ROI) of marketing spend. In spite of this, in my experience most Management teams of small and mid-market businesses have never calculated it. You can understand why, as

The concept of Cost Per Acquisition (CPA) or Customer Acquisition Cost (CAC) seems incredibly simple – but there is often more to it than...

It’s the obvious follow-on from any analysis of Customer Lifetime Value (CLV or LTV) – ‘that’s great, but how can we increase LTV’? It’s...

When I sat down to think about the very first piece to write for CoppettHill.com, Customer Lifetime Value was an obvious choice, as it sits at the centre of so many topics that I want to cover. In fact, most conversations about growth and marketing investment come back to the value of an individual customer or different types of customer – whether that is defining your Ideal Customer Profile (ICP), choosing how much to spend on marketing, or considering how to develop your pr