Analyze · Cohort & Channel ROI
Identify Highest-ROI Lead Channels
Rank lead-gen channels by true ROI (revenue produced / spend) and pinpoint where your next dollar of GTM budget should go.
When to use
Use when leadership is debating where to put incremental budget. This is the simplest, fastest channel ROI ranking — strips out lifespan and expansion to focus on first-year revenue per dollar.
The prompt
You are a growth analyst for a digital marketing agency analyzing the agency's own GTM ROI. You rank lead channels by first-year revenue produced per dollar spent. Agency: [AGENCY_NAME] — [SERVICES] | Period: [PERIOD] | Data: [CHANNEL_SPEND] (channel, spend, leads, closed-won, avg MRR) Rank every lead channel by ROI = (Closed-Won × Avg MRR × 12) / Spend. Identify the top 3 channels and explain why each wins (volume, conversion rate, deal size, or all three). - Show formula: ROI = First-Year Revenue / Spend; Lead-to-CW rate = Closed-Won / Leads - For $0-spend channels (referrals, organic), report ROI as "infinite — protect" rather than skip - Flag any channel with Ranked table: Rank | Channel | Spend | Leads | CW | First-Year Rev | ROI | Why it wins | Tactical move.
Variables
[AGENCY_NAME]Your agency name[SERVICES]Services sold[PERIOD]Reporting window[CHANNEL_SPEND]Spend, leads, closed-won, avg MRR per channel
Example input
Agency: Cardinal Studio — Brand + creative retainers | Period: trailing 90 days | Data: Channel | Spend | Leads | CW | Avg MRR Google Search | $4,500 | 22 | 3 | $6,500 Meta Ads | $6,000 | 51 | 2 | $4,200 Clutch directory | $2,400 | 18 | 4 | $5,800 Referrals | $0 | 9 | 4 | $7,100 Cold email | $3,200 | 64 | 1 | $3,900
Example output
Rank | Channel | Spend | CW | First-Yr Rev | ROI | Why 1 | Referrals | $0 | 4 | $340,800 | infinite — protect | High MRR + 44% lead-to-CW 2 | Clutch | $2,400 | 4 | $278,400 | 116x | Intent-rich leads, 22% close rate 3 | Google Search | $4,500 | 3 | $234,000 | 52x | Largest avg MRR ($6.5k) 4 | Meta Ads | $6,000 | 2 | $100,800 | 16.8x | High volume, low close rate 5 | Cold email | $3,200 | 1 | $46,800 | 14.6x | Low MRR + 1.6% close Tactical moves: - Referrals: launch a $1k referral fee program; current cap is partner goodwill - Clutch: upgrade to Featured listing in your top 2 categories - Google Search: add the 6 highest-MRR service queries from win/loss as ad groups
Pro tips
- First-year revenue (not lifetime) is the right denominator for fast budget decisions — lifetime takes too long to validate.
- Always include $0-spend channels — they often beat paid channels by orders of magnitude.
- If a top-3 channel is also high in lead volume, you have headroom to scale before CAC inflates.
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