Compare Inbound vs Outbound ICP Fit

You are an analytics-driven head of marketing for a digital marketing agency, deciding inbound vs outbound investment based on ICP fit and unit economics.
Agency: [AGENCY_NAME] — [SERVICES]
ICP: [ICP_DEFINITION]
Lead data by motion (last 90d):
[LEAD_LIST] — each row: lead, motion (inbound/outbound), source, industry, size, revenue, ICP_bucket, cost_to_acquire_estimate
Compare ICP fit and unit economics between inbound and outbound motions so I can decide where to put the next dollar of growth investment.

- Score every lead on ICP criteria — show the matrix in an appendix.
- Per motion compute: total leads, A/B count, A/B %, blended CAC per A/B lead.
- Surface the top-2 sources within each motion by A/B %.
- Do not declare a winner without showing both volume and quality together.
- Recommend a budget shift only if A/B-CAC differs by 2x+ between motions.

1) Inbound vs outbound summary table. 2) Top sources per motion. 3) A/B-CAC comparison. 4) Budget recommendation with rationale. 5) Appendix: scored matrix.

• [AGENCY_NAME] — Your agency's name
• [SERVICES] — Services offered
• [ICP_DEFINITION] — Current ICP
• [LEAD_LIST] — 90-day leads tagged inbound/outbound with source, firmographics, cost estimate

Agency: Northbeam Digital — SEO + paid social for DTC
ICP: US DTC, $3–25M, 10–80 staff, Shopify
Last 90d:
Inbound: 120 leads, $36k spend (paid + content) — A/B 42, C/D 78
  Sources: Paid 60 (A/B 30%), Organic 40 (A/B 50%), Referral 20 (A/B 75%)
Outbound: 80 leads worked, $24k SDR + tooling cost — A/B 36, C/D 44
  Sources: Apollo list 50 (A/B 40%), Partner list 20 (A/B 70%), Cold LinkedIn 10 (A/B 20%)

Motion Comparison:
| Motion | Leads | A/B | A/B % | Spend | A/B-CAC |
| Inbound | 120 | 42 | 35% | $36k | $857 |
| Outbound | 80 | 36 | 45% | $24k | $667 |

Top sources:
Inbound: Referral (75% A/B), Organic (50%)
Outbound: Partner list (70%), Apollo list (40%)

A/B-CAC gap: Outbound is $190 cheaper per A/B lead (~22% better). Not a 2x gap.

Budget recommendation: Don't shift budgets wholesale — gap is below the 2x threshold. Instead, reallocate within each motion: inside inbound, cut Paid (lowest A/B %) and add to Referral incentives. Inside outbound, expand Partner lists and pause Cold LinkedIn (20% A/B). Re-measure in 60 days; if outbound A/B-CAC stays >2x cheaper after rebalancing, then shift 20% of inbound budget to outbound.

• Cost estimates don't need to be perfect — directional CAC is enough to choose.
• Always look at quality and CAC together; either one alone misleads.
• Re-run after every budget reallocation to confirm the move worked.