WordPressPrepare two weeks before
- Account lead drafts the quarter in numbers: MER and blended CAC against break-even, contribution margin by product group, and new against returning customers.
- Compare each number with the plan written at the start of the quarter, and list every test with its result.
The meeting, 60 minutes
- 10 minutes: were the quarter's goals met?
- 20 minutes: channels and products. Which paid, which did not, and what the mix should be next quarter.
- 15 minutes: tests. Which results can be trusted and which need a proper holdout.
- 15 minutes: next quarter, with budget ranges, owners and the numbers that will trigger a change.
Decide and record
- Every decision has an owner, a date and the number that will show whether it worked.
- Budgets are agreed as ranges, with a rule for moving money inside the range.
- Send a two page summary within two working days: results, decisions, owners and the next review date.
Made-up scenario: MER is steady, but one channel's share of revenue keeps growing. The decision is a four week holdout on that channel, not a move of the whole budget.
Checklist
- Plan compared with actuals, gaps explained, and each test labelled trusted or not.
- Decisions recorded with owners, dates and success numbers, and the summary sent on time.
