Although important metrics, too many organizations obsess over lowering Cost Per Acquisition (CPA) and Customer Acquisition Cost (CAC), celebrating incremental savings as if they meaningfully move the business forward. Cutting a few dollars per lead can feel like progress, but it often suppresses performance. An overemphasis on efficiency can quietly limit growth, reduce the number…

For a franchise to succeed, it requires two distinct marketing strategies: one targeting investors and potential business owners (franchise development strategy) and another targeting consumers, the customers for the services and/or products (consumer marketing strategy). While both are important, they are also incredibly different, and you must treat them that way. For consumer-facing brands, like…