Enginuity Marketing

Marketing View

Data as of: 07:00 AM (Nightly Drop + Market Agent)

CFO Visibility: All metrics feed the CFO Command Center

System Synced

CFO Link: Marketing KPIs drive Revenue Growth and Customer Concentration Risk. CAC and pipeline quality directly determine top-line growth trajectory on the 5-Year Plan.

Customer Acq. Cost (CAC)

→ Revenue
$4,200 per new client

LTV:CAC Ratio: 18:1 (Strong)

Lead Conversion Rate

→ Revenue
12.4% ↓ 1.8%

Target: 15% (Industry avg: 10%)

Vertical Penetration

→ Concentration
3 Active Verticals

Target: 5 verticals for risk balance

Customer Retention Rate

→ Revenue
88% Trailing 12mo

Industry avg: 78%. Above benchmark.

Deep Dive: Customer Acquisition Cost

CAC measures total sales & marketing spend divided by new customers won. At $4,200 CAC with an average LTV of $76,000, Enginuity flags this as a healthy 18:1 ratio — but there is room to optimize channel mix.

Trade Show Spend
$1,800 CAC
Highest cost channel
Referral Network
$340 CAC
Lowest cost channel
Digital / LinkedIn
$920 CAC
Growing channel

AI Recommendation

Referral is 5x more efficient than trade shows. Reallocating 30% of the trade show budget into a formal referral incentive program (e.g., $500 credit per qualified referral) would reduce overall CAC by an estimated 22%, freeing $38,000/year in marketing spend that flows directly to EBITDA.

Deep Dive: Lead Conversion Rate

Measures the % of inbound leads that convert to a formal RFQ and ultimately a Purchase Order.

Conversion by Channel

  • Referral31%
  • Direct Outreach18%
  • Trade Show7%

AI Recommendation

Trade show leads are converting at 7% — far below the referral channel. Enginuity cross-references these leads against your Win Rate by Vertical data and finds that trade show leads are disproportionately from the Commercial HVAC vertical (your lowest win-rate market). Refocus trade show attendance toward Aerospace and MedTech conferences.

Deep Dive: Vertical Penetration Strategy

The CFO has flagged that 28% of revenue from a single customer (Apex Climate) is a concentration risk. Marketing's job is to build volume in new verticals before that dependency becomes a problem.

✅ Active & Growing

Aerospace, Data Centers, MedTech. Market tailwinds confirmed by Market Agent. Hold investment, increase bid volume.

🎯 Priority Expansion Targets

Defense / ITAR: High-margin, long-term contracts. Aligns with existing ITAR certification.
EV / Battery: $150B+ infrastructure spend incoming through 2030.

⛔ De-prioritize

Commercial HVAC — oversaturated, low win rate, low margin. Reduce marketing spend and redirect capacity to higher-value verticals.

📊 CFO Impact

Adding 2 new verticals at $3M each reduces Apex Climate concentration from 28% to 18%, removing the CFO's single-customer concentration flag.

Deep Dive: Customer Retention

Retaining a customer costs 5–7x less than acquiring a new one. At 88%, Enginuity flags this as above benchmark — but identifies 3 at-risk accounts.

Customer Revenue (TTM) Last Order Risk Signal AI Action
Standard Supply $740,000 62 days ago Frequency drop Schedule QBR immediately.
BioTech HVAC $940,000 91 days ago At-risk churn Executive outreach required.