We speak CFO, not UX
Payback, LTV:CAC, NRR, Magic Number, burn multiple, and Rule of 40 are the vocabulary your board runs on. Most CRO agencies still don't speak it.
Audit the unit economics
You're spending 2 pounds to win 1 pound of ARR.
Payback has blown out from 12–14 months to 18–20. Most CRO agencies want to A/B test a button. We rebuild the maths underneath and bring the ratio back.
why cac & ltv
Why CAC & LTV Optimisation
Your dashboard is lying by 25–45%.
Cookie loss, modelled conversions, blended-versus-new CAC, and S&M that isn't fully burdened all break the number. Every input feeding your payback figure is wrong, in the same direction. Most CRO agencies sprint to test velocity on a number that is structurally broken. We rebuild the number first, then work the seven inputs inside it.
Audit the mathsCAC down and LTV up, same engagement
Acquisition agencies don't touch NRR. Retention agencies don't touch blended CAC. We move both inside one team, against one P&L.
You can't fix a payback period
You can fix the seven things inside it: ACV, win rate, gross margin, channel CAC, sales cycle, funnel conversion, and expansion. We do, in that order.
our approach
Our Approach
Rebuild the number. Then move it.
Optimise a wrong number and you arrive at a more confident wrong answer, faster. Measurement is rebuilt first. Then payback, magic number and burn multiple are worked from the inputs up.
The first 30 days produce fully burdened CAC by channel, with new versus expansion split honestly. LTV is rebuilt by cohort. Payback is decomposed into its seven inputs. You leave with a number your CFO will defend at the next board.
We rank the inputs by leverage, identifying which dial moves payback fastest in your model. Channel mix, funnel step, pricing, and retention plays are scored. Cheapest win goes first. Biggest win is named, scoped and timelined.
Senior operators run the work. Paid is restructured. The funnel is rebuilt. Lifecycle and expansion programmes are wired in. Attribution is rebased on first-party data. No junior planner recycles framework decks.
A monthly board-ready unit-economics review keeps the engine accountable. Quarterly ratio resets keep it sharp. Payback compresses. LTV:CAC climbs past 4:1. NRR pushes through 115%. Magic Number lands above 1.0.
Our CAC & LTV
Services
Four layers of work. Every one of them is attached to a number the CFO already tracks weekly.
Measurement & Attribution
We rebuild fully burdened CAC. Multi-touch attribution or MMM is scaled to your traffic. Blended, new, and expansion are split honestly. The number is one your board can actually defend.
Funnel Economics
Every step from lead-to-MQL to MQL-to-SQL to SQL-to-close is costed and contribution-margined. We find the step your CFO has never seen, and the 25-point leak hiding inside it.
Lifecycle & Expansion
Onboarding, activation, expansion plays, and churn prediction sit in one programme. These are the line items that drag NRR from 104% to 120%. They pay back acquisition without raising spend.
Channel Restructure
Performance Max is audited. Paid social is rebased. SEO is rebuilt around AI Overview reality. The mix is reweighted to the cheapest fully burdened CAC your board will sign off.
CFO vocabulary. Marketing delivery.
McKinsey runs a unit-economics project at six figures and exits with a slide deck. Your CRO agency runs an experimentation programme that never lands on the P&L. We sit in the gap. We are a marketing operator who speaks payback, LTV:CAC and Rule of 40, and ships the work that moves them.
why MxD
Why MxD for CAC & LTV
CAC isn't a Google problem. It's systemic.
CAC is up 222% across B2B SaaS in eight years (SaaS Capital). Performance Max now eats 35% of Google spend. iOS 26 stripped another layer of signal. No single-channel optimisation gets the ratio back. We work the whole system, including measurement, funnel, lifecycle, and channel mix, because that is the only place the maths moves.
Common
Questions
How fast does payback actually move?
Measurement fixes land in 30 days. Funnel and channel work move the ratio inside 90. Lifecycle and expansion compound from month four, and that is where the ratio steps rather than creeps. Year-one targets are written into the engagement, not vaguely promised.
We've already got a CRO agency. What's different?
They optimise pages. We optimise unit economics. The vocabulary is different, the deliverables are different, and the number on the report is different. If your CRO agency's monthly review opens with 'uplift' and never mentions payback, you have a category mismatch, not a delivery problem.
What does this cost?
Engagement tiers are scoped against the work, not the hours. A measurement-and-diagnosis sprint is the entry point and runs lean. Full integrated CAC/LTV programmes sit at the upper retainer band. Pricing is fixed in the proposal and quoted against payback, LTV:CAC and NRR targets, never against impressions or MQLs.
How do we know your numbers are right when ours aren't?
We rebuild yours first. That means fully burdened S&M, blended-versus-new CAC split, and cohorted LTV. The first deliverable is a number your CFO will defend in a board meeting. Everything after that runs against the rebuilt baseline, not the dashboard that was lying.