The problem
You think you paid £80 to acquire that customer. You actually paid £212. And the LTV:CAC ratio you’re quoting to your board is, if you’re honest, made up.
Marketing is where confident numbers hide the shakiest maths. Attribution models silently misspend the budget. An “LTV:CAC of 3 is healthy” rule means nothing when the inputs are guessed. Customers rate you 8 out of 10 and leave anyway, because you measured the wrong thing.
The marketers who compound do it by making these numbers real — segment, funnel, cohort, lifetime value — not by believing the tidy version.
What this book gives you
How to Master Marketing & Customer Frameworks gives you the 19 models that make marketing accountable — each a full chapter with the model you run on your own funnel.
- Segmentation, Targeting & Positioning
- Jobs to Be Done
- Customer Lifetime Value
- The CAC Model
- LTV / CAC
- The Churn Model
- Cohort Analysis
- The Acquisition Funnel
… 19 in all, from positioning to attribution.
See it move
Build LTV/CAC properly: fully-loaded acquisition cost against margin-based lifetime value, not revenue. Add the sales and tooling cost you’d forgotten and watch CAC climb from £80 to £212 — and a “healthy” 3.0 ratio fall below the line where a channel stops being worth scaling. The honest number changes what you fund tomorrow.
Buying more than one category? All 25 books and every one of the 467 models are £29.99 in the Business Framework Omnibus — less than the price of a third book. Prefer to try first? The free Framework Starter Pack gives you five complete chapters and their live Excel models.
19 frameworks. One category. The complete learning path. Every model in Marketing and Customer Frameworks — explained, applied, and ready to use.
How to Master Marketing and Customer Frameworks walks you through the complete arc: 19 models, in the order you'd actually learn them, each with a full practitioner chapter and a live Excel companion.
- 19 models across Marketing and Customer Frameworks, the complete learning path
- Full practitioner chapters plus a live Excel companion for every model
- Written from 30+ years in investment banking, M&A and private equity