Andres Bohorquez

Customer acquisition cost tells leadership how much the business spends to acquire a new customer, but the number is only useful if everyone agrees on what goes into it. TL;DR Customer acquisition cost, or CAC, should include the costs required to acquire new customers over a defined period divided by the number of new customers acquired. The executive value comes from consistency. Track CAC by segment and source, compare it with gross margin, customer value, retention, and payback, and avoid...

How to build a marketing plan starts with business decisions, not a calendar of campaigns. TL;DR A useful marketing plan translates business strategy into a small number of marketing priorities, clear assumptions, defined audiences, resource decisions, ownership, measurable outcomes, and rules for when the plan should change. If the document cannot help leadership allocate budget, resolve trade-offs, and evaluate progress, it is not a management plan. Most marketing plans are too tactical A...

Sales and marketing alignment fails when the two teams are working from different definitions, incentives, data, and operating rules. TL;DR Sales and marketing alignment is not a relationship-building exercise. It is an operating-model problem. The teams need shared definitions of target customers and qualified opportunities, clear handoff rules, consistent data, aligned goals, structured feedback, and executive ownership of the full revenue system. Alignment is not the same as getting along...