LTV to CAC for Marketers

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Jon Katz

1:36:16

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1 - Introduction

1 - LTV CAC Overview.mp4

26:04

2 - QA from other marketers.mp4

10:51

2 - Excel formulas you need to know

3 - Basic-Excel-Formulas-101.xlsx

3 - Basic-Excel-Formulas-101-Answers.xlsx

3 - Excel formulas.mp4

11:11

3 - Building the LTV to CAC model

4 - Building your LTV to CAC in excel.mp4

47:43

4 - LTV-to-CAC-Spreadsheet-Shopify-Final.xlsx

4 - LTV-to-CAC-Spreadsheet-Shopify-Practice-Sheet.xlsx

4 - Thank You

5 - Thank you.mp4

00:27

Description

Excel Training for Marketers - Building an LTV to CAC model and understanding marketing ROAS and CAC by channel.

What You'll Learn?

How to build an LTV to CAC model and cohort analysis in excel
Everything you need to know about Customer Lifetime Value and Customer Acquisition Cost
Get a seat at the table - Learn how to talk to investors, your board, and your CEO about the things they care more about
All the excel formulas you need to know to build your LTV to CAC model and CAC by channel

Who is this for?

Marketing managers, directors, or hungry associates looking to advance in their marketing careers

What You Need to Know?

Basic excel skills and an intermediate understanding of business and marketing terminology

More details

Description
This course is designed for aspiring marketing leaders who want a seat at the leadership table. The most important skill I've developed over my 15 year career is data analysis and excel.Â You obviously need creativity and problem solving ability to become a CMO and lead a marketing organization, but not having the analytical chops and skillset will hold you back. This skill has helped me climb to CMO and SVPÂ roles at growing startups and has given me credibility in speaking with board members and our CEO. This course will walk you through how to build your own LTV and CACÂ model and how to think strategically about these KPIs for driving business strategy.

Building an LTVÂ to CACÂ model requires you have a deep understanding of business. You'll need to understand how to think about LTV and CAC, but also cohort analysis. Once you understand these fundamental concepts, you will need to know how to build a model that you can use for your business. If you work in startups, you'll likely need to be able to build this on your own. As companies grow, you'll have analysts and financial resources, but it's important that you understand these fundamentals yourself and not simply rely on other resources.
Who this course is for:
Marketing managers, directors, or hungry associates looking to advance in their marketing careers

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I'm a 2X CMO/SVP of Marketing at high-growth startups and an advisor and consultant to several others. My 15 year career began in Finance and Accounting, which has proven to be a major competitive advantage for me as I've grown into executive marketing roles at high-growth startups. I've led marketing as CMO or SVP at two of the fastest growing companies in the US - FANCHEST, which grew to $10M in annual revenue in 3 years, and Billd, which was recently ranked the fastest growing company in Austin, TX in 2021. Marketing is a beautiful blend of creativity and analytics, art and science. Unfortunately, most marketing leaders fail to truly understand the economics behind their business. CEOs and Investors are looking for marketing leaders that understand this, and those who don't will be left behind. And those who get it will find themselves in executive roles.

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