Cost of client acquisition (COCA) is also sometimes called CAC or client acquisition cost. Some companies substitute the word customer for the 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, 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.

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.

A buyer persona is a semi-fictional representation of one of your ideal clients based on actual research and some educated speculation. The “actual” part of the research is one of the things that gets people tripped up.

What is revenue growth? Many times, people come to us and ask us for help with things that, if they really thought through, they probably just aren't thinking far enough ahead.

What does it mean for your company to be competitively positioned?

The reality is most companies have an idea of how they stack up against their competition. However, the problem is that idea may not be one-hundred percent or even fifty percent of the reality.

Differentiation is interesting because so many CEOs, small business owners, and sales directors usually have a preconceived idea of what sets them apart from the competition.