Sales & Marketing
How predictably the company wins and keeps customers.
What it measures
CRM discipline, pipeline tracking, message consistency, retention metrics, and brand health. Covers the full customer journey.
Why it matters
A strong operation without a strong commercial engine starves. Customer acquisition and retention are what convert operational excellence into revenue.
What good looks like
- CRM is used; pipeline is accurate
- Message is consistent across channels
- LTV and CAC are known and used for decisions
- Retention is engineered, not rescued
How it evolves across levels
- L1 Foundation
CRM and pipeline discipline exist.
- L2 Structure
Message consistency across channels.
- L3 Performance
LTV/CAC drive decisions.
- L4 Excellence
Retention is a strategic capability.
- L5 Mastery
The brand itself is a moat.