ICP and offer matrix
Audience, problem, proof and offer combinations ranked by commercial relevance before spend scales.
Service 01 / Acquisition economics
Buy pipeline at a cost the business can defend.
We rebuild paid acquisition around ICP fit, CRM outcomes and blended CAC—then reallocate budget weekly using sales-stage evidence rather than platform-reported conversions.
Primary controlBlended CAC
The Pressure01 / 06
The ad account looks efficient. Finance still cannot see the return.
Platforms optimise toward the event they can observe most easily. For B2B software, that event is usually several stages away from revenue. Cheap form fills absorb budget, sales rejects the volume, and reported ROAS rises while payback deteriorates. The remedy is not another campaign structure. It is a measurement and allocation model that follows opportunities through the CRM.
What We Build
A working system, not a recommendation deck.
Channel operating system
Campaign architecture across Google, LinkedIn and Meta with a documented testing and budget cadence.
Conversion assets
Landing pages and lead paths aligned to intent, message match and the information sales needs.
CRM revenue loop
Offline conversion events and stage values returned to the buying platforms without treating them as finance reporting.
Delivery Sequence
Evidence enters before production starts.
Every stage has a decision gate. Work moves forward when the preceding evidence is strong enough—not because a calendar says the phase is complete.
- 01
Baseline
Reconcile spend, leads, opportunities, closed revenue and sales-cycle lag.
- 02
Rebuild
Separate demand capture, demand creation and retargeting by decision role and intent.
- 03
Calibrate
Feed qualified stages back to campaigns and remove low-value optimisation events.
- 04
Reallocate
Move budget weekly using marginal CAC, pipeline quality and saturation evidence.
Operating Controls
What governs the work.
Allocation metricMarginal blended CAC
Quality gateSales-accepted opportunity
Review cadenceWeekly budget decision
Strong fit
This engagement is useful when:
- You have CRM stage data but it is not connected to media.
- Lead volume is stable while opportunity creation is falling.
- Several channels claim the same revenue.
Poor fit
It is not the right model when:
- You need guaranteed lead volume at a fixed CPL.
- Sales stages are undefined and cannot be inspected.
- The offer or ICP changes every week without a test plan.
Start with Evidence