New clients, from one system you can see
Client acquisition in four layers
They buy, from the moment someone is buying to the signature
A buyer does not sign in one step
Client acquisition covers the stretch from the moment someone starts to buy until the signature. It runs on three lines in order: Demand capture, Marketing funnel and Sales pipeline. Each line is measured, so you can see where buyers drop out.
Strategy is go-to-market
The strategy of this factory is go-to-market: the ideal customer profile, messaging, pricing, channels and the sales motion. The pricing page at /pricing shows the free beta next to One-person, Team and Team + Expert, so the free way in is clear.
How we run it as a system
Systems holds the tools and data, Strategy the go-to-market decisions, Execution the three lines, and Autonomy the Client acquisition AI employee, which is measured on new clients. We check the layers from the bottom and fix the lowest one that fails first.
The main number is new clients
New clients is the main number of Client acquisition. Drivers feed it, and the twelve funnel levers are among them. A target sits on the number, so you can see where it falls short.