If you’re responsible for pipeline, this will sound familiar.
In almost every conversation I have with growth teams.
I see the same pressures. Your board says:
“Grow faster, more efficiently.”
Scaling the wrong customers
Most teams can’t sacrifice lead volume.
They need to feed sales.
But if 70% of your leads aren’t the right fit.
What is that costing you?
Lower ACV.
Lower close ratio.
Lower retention rate.
Grow volume and quality
One of the most costly mistakes I see across VC-backed growth teams is optimizing for blended CAC.
Blended CAC hides your growth levers.
Instead, we train our clients to..
Measure CAC by segment
Shift ICP mix toward higher ACV
Don’t overpay for low value.
Or worse, miss out on your best customers.
Key Takeaway
Demand gen isn’t just targeting the right ICP.
It’s scaling the right mix.
If you or a growth team is working through this shift:
👉 Share this newsletter
👉 Book a strategy call with my team.