Mauricio Quiguela

their processes their journeys we can call journeys but in the end of the day we're talking about processes so what happened to a customer when they want to buy from you when they want to turn they want to cancel the subscription when they need to upgrade or they they need to save money and you you need to offer something cheaper to them like a downgrade or or maybe a coupon or so on

So first of all, we have goals for departments.

So the marketing department has a goal to generate X number of leads.

Sales has a goal to bring X number of MRR, ARR, or whatever metric.

When we implement revenue operations, we are not talking exactly about each department, but we are talking about the company.

So if we bring to the company global goals, how is the growth rate and who is responsible for the growth rate?

Probably all departments are responsible for that instead of each one of those departments.

So if you can have monthly, real time, a dynamic vision of your whole company,

probably you're going to identify and fix all problems much easier and quicker.

What we did on our assessment was, first, take a deeper look into our customers.

As I told you before, we were selling to everyone.

Now, I separated here only accountants.

So, when we sell to accountant offices, we have an LTV of $1,400.

The payback of cost of acquisition is like four months, only four months.

Our LTV per ARPU it's 45 times, which means 45 months.

We spend the first four months to pay the acquisition and then 40 months to make money with them, which is really good.

And the churn in average, 1.4% per month.

but when we take a deeper look now we separated all the accountants by group of users all the accountants with one or two users have just 30 months it's not bad but if you take a look on this one it's the triple you know look at the churn

5.3% per month.

So if we tell the marketing department that are generating leads not to generate this kind of company, so not qualify this kind of company, probably our metrics will be much better.