{% set baseFontFamily = "Open Sans" %} /* Add the font family you wish to use. You may need to import it above. */

{% set headerFontFamily = "Open Sans" %} /* This affects only headers on the site. Add the font family you wish to use. You may need to import it above. */

{% set textColor = "#565656" %} /* This sets the universal color of dark text on the site */

{% set pageCenter = "1100px" %} /* This sets the width of the website */

{% set headerType = "fixed" %} /* To make this a fixed header, change the value to "fixed" - otherwise, set it to "static" */

{% set lightGreyColor = "#f7f7f7" %} /* This affects all grey background sections */

{% set baseFontWeight = "normal" %} /* More than likely, you will use one of these values (higher = bolder): 300, 400, 700, 900 */

{% set headerFontWeight = "normal" %} /* For Headers; More than likely, you will use one of these values (higher = bolder): 300, 400, 700, 900 */

{% set buttonRadius = '40px' %} /* "0" for square edges, "10px" for rounded edges, "40px" for pill shape; This will change all buttons */

After you have updated your stylesheet, make sure you turn this module off

Cost of Client Acquisition (COCA) (Glossary Definition)

Cost of client acquisition (COCA) is also sometimes called CAC or client acquisition cost. Some companies substitute the word customer for client. Your average cost of client acquisition is the fully loaded cost of marketing and sales that your company is investing to acquire a single client.

Client Lifetime Value (LTV) (Glossary Definition)

Client lifetime value, often abbreviated as LTV, is the total economic value that one of your ideal clients represents to your company based on the products and services that they purchased from your company, not just initially but over the lifetime of their relationship with you.

Zero Moment of Truth (ZMOT) (Glossary Definition)

The Zero Moment of Truth (ZMOT) is an idea that was first popularized by Google a couple of years back. Now that we live in a digital-first world, what people find when they look up your company on search engines and social media is what essentially defines your company.

Sales Funnel Goals (Glossary Definition)

Sales funnel goals are goals that your leadership team, your management team, and your board will set to help make sure that everything that marketing, business development, sales and perhaps even your channel program are working on support the company's bottom line sales goals.

Lead Nurturing (Glossary Definition)

Lead nurturing is the process, the system, the technology, the strategy for taking raw leads and warming them up to be ready for a more productive sales conversation.

Segmentation (Glossary Definition)

Segmentation is all about understanding exactly who you're trying to communicate with and where that person is in their buyer’s journey.

In other words, when we say who that person is, we’re referring to their buyer persona. A buyer personas is a semi-fictional representation of an ideal client based on research and educated speculation.

Product/Market Fit (Glossary Definition)

Product/market fit is often abbreviated as PMF. Product/market fit is the degree to which you’ve filled in the blanks on what your company is all about that allows your company to scale strong demand.

SMART Goals (Glossary Definition)

A SMART goal is specific, measurable, attainable, relevant, and time bound.

Specific - Everyone wants more traffic to their website. Everyone wants more leads. Everyone wants more clients or customers and more revenue. But “more” just isn't going to cut it. 

Lead Generation (Glossary Definition)

Lead generation is how you take website visitors and convert them into leads. These are leads that your marketing and sales team are excited about because they help to drive bottom of the funnel sales -- like accelerating leads into sales opportunities and sales opportunities into new clients -- that provide you with scalable, predictable revenue growth.

Traffic Generation (Glossary Definition)

If you think about a sales funnel, traffic generation is the first layer or the top layer that ultimately gets us to scalable, predictable revenue growth.

Big picture -- traffic generation needs to happen before we do lead generation, lead generation needs to happen before we generate sales opportunities, and sales opportunity generation needs to happen before we end up with new client acquisition.

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