Trevor will take you through the process to determine Customer Acquisition Costs (CAC), Customer Lifetime Value (LTV) and Cost of Order Processing (COP). He will share how using these calculations can help build the right sales and marketing strategy for your organization. This analysis will help identify which vertical markets to focus on, who are the most valuable customers and what types of work you should be targeting to have the greatest revenue growth and profitability. While the numbers will be different for every company, the process is the same and these are numbers you need to know to build the right strategy and to remain profitable in an increasingly competitive market. Knowing where to focus your sales efforts and marketing energies requires an understanding of: What it costs you to gain a new customer; what the lifetime value of the customer is; what it costs to process an order; who are your most valuable customers; and, what your sales process is.