Every page, every n8n flow and the chat use these definitions, so a signup, a customer acquisition cost or a verdict means the same thing in the brief, on a case page and in a board memo. Marketing FP&A owns them. Anyone can propose a change at the bottom of this page.
Jump to: The funnel · What a result is worth · Unit economics · The money · Forecasting · Values by channel · Proposed changes
A new account: a Cloud trial or a Community Edition registration with a verified email.
Count of new accounts. Attributed to an action when its campaign tracking link, promo code or registration list matches within 30 days.
Source: Product database, joined to campaign tracking links and promo codes. Owner: Growth analytics. Used in: Case pages, verdicts at 30 days, chat.
NOW280 053 attributed signups on judged actions so far
A signup with a first active workflow that runs at least 10 times in its first 14 days.
Activated signups / signups
Source: Product analytics. Owner: Growth analytics. Used in: Case pages, funnel by line.
NOW36 percent of attributed signups
A first paid self-serve plan (Starter, Pro or Business) within 90 days of the signup, counted by plan. Enterprise contracts are counted on the enterprise track.
Count of first invoices
Source: Billing. Owner: Marketing FP&A. Used in: Final verdicts at 90 days, customer acquisition cost, chat.
NOW11 767 attributed so far, about 53 500 from every source
A company of 50 or more employees with an activated user, or a demo request. Handed to sales.
Count, by source campaign
Source: Sales system (CRM). Owner: Revenue marketing. Used in: Sales led lines. This simulation tracks qualified opportunities instead.
NOWNot tracked in this simulation
An opportunity sales accepted within 14 days, with a budget holder named, sourced by the action's campaign.
Count, by opportunity source
Source: Sales system (CRM). Owner: Revenue marketing with sales operations. Used in: Sales led lines, cost per opportunity.
NOW44 on judged pipeline actions
First year contract value of qualified opportunities sourced by the action.
Sum of first year contract value
Source: Sales system (CRM). Owner: Revenue marketing. Used in: Sales led verdicts.
NOW1 463 000 EUR on judged pipeline actions
Gross margin one paying customer brings over its life, by plan. Plans bring very different revenue, so every new subscription is counted on its plan.
monthly price x months a customer stays x 80 percent gross margin. Starter: 24 EUR x 14 months. Pro: 60 EUR x 24 months. Business: 800 EUR x 36 months.
Source: Billing, refreshed quarterly. Owner: Marketing FP&A. Used in: Every self-serve verdict and every investment case.
NOWStarter 270 EUR, Pro 1 150 EUR, Business 23 040 EUR
Share of a line's new subscriptions on each plan. It gives the average value of one new subscription on that line.
Starter share x 270 + Pro share x 1 150 + Business share x 23 040
Source: Billing, by first touch channel, refreshed quarterly. Owner: Marketing FP&A. Used in: Targets of past actions, value per signup.
NOWFrom 450 EUR a subscription (social media ads, 85 percent Starter) to 4 300 EUR (enterprise webinars and field events, 15 percent Business)
What one attributed signup is worth before it pays.
Lifetime value x share of signups that pay within 90 days
Source: Billing and product database. Owner: Marketing FP&A. Used in: Provisional verdicts at 30 days.
NOWFrom 14 EUR (social media ads) to 192 EUR (review sites and intent data)
Enterprise customers are sold by sales, not online, so they are tracked on their own: qualified opportunities, qualified pipeline and contracts signed. Until the contracts close, qualified pipeline is valued in gross margin.
Qualified pipeline x 25 percent win rate x 2.4 (three years at 80 percent gross margin) = 0.6 EUR of value per EUR of pipeline
Source: Sales system win rates, refreshed quarterly. Owner: Marketing FP&A. Used in: Account-based marketing and partner verdicts, and the enterprise part of conferences and enterprise events.
NOW0.6 EUR of value per EUR of qualified pipeline
Value created per euro spent, minus one.
(value - cost) / cost. Value = new subscriptions on each plan x the lifetime value of that plan, plus qualified enterprise pipeline x 0.6. Provisional at 30 days on signups x value per signup, final at 90 days.
Source: Computed by n8n from the sheet. Owner: Marketing FP&A. Used in: Verdicts, ranking, quarter review.
NOW36 actions judged PROFIT or BURN so far
PROFIT when the return on investment is 15 percent or more, BURN when it is minus 15 percent or less, UNCLEAR in between, when it is too early, or when data is grade C. Brand bets are not ranked.
Rule applied by flow 6 at 30 and 90 days
Source: Computed. Owner: Marketing FP&A. Used in: Every page.
NOWPROFIT 27, BURN 9, UNCLEAR 21
A: final, measured in our systems. B: provisional, measured. C: self reported by an organizer or a partner, never trusted for a verdict.
Set per action
Source: Case record. Owner: Marketing FP&A. Used in: Verdicts.
NOW2 actions at grade C
Cost of acquiring one attributed paying customer.
Action cost / attributed new subscriptions
Source: Computed. Owner: Marketing FP&A. Used in: Case pages, quarter review.
NOW738 EUR on judged self serve actions
All marketing program spend divided by every new subscription, attributed or not.
Program spend / all new subscriptions, same period
Source: Ledger and billing. Owner: Marketing FP&A. Used in: Quarter review, board pack.
NOW280 EUR year to date
Months of gross margin needed to earn back the customer acquisition cost.
Customer acquisition cost / (average revenue per account x 80 percent gross margin)
Source: Computed. Owner: Marketing FP&A. Used in: Case pages, quarter review.
NOWFrom 5 to 32 months by line
Days from first attributed touch to the first invoice (self serve) or to a closed deal (sales led).
Median days
Source: Billing and the sales system. Owner: Growth analytics. Used in: Case pages.
NOWFrom 18 days (affiliates) to 120 days (account based marketing)
Spend that reaches the audience: media, sponsorships, creator fees, venues and food, prizes, commissions. Everything else (agencies, production, tools, travel) is non-working.
Working spend / total spend
Source: Cost lines by spend type. Owner: Marketing FP&A. Used in: Where the money goes, contracts.
NOW63 percent of 2026 spend
Money we cannot freely move: signed but not invoiced. Not committed means quoted or planned, still movable. Cancel by is the last date to exit without a fee.
Signed open + not committed = cost left to spend
Source: Contracts register. Owner: Budget owner, checked by Marketing FP&A. Used in: Contracts watch, reforecast.
NOW4 260 000 EUR signed and open, 2 959 335 EUR not committed
The full year number we expect to spend: actuals for closed months plus the forecast for open months (nine plus three today).
Actual to date + forecast for open months
Source: Ledger and the monthly reforecast. Owner: Marketing FP&A. Used in: Brief, reforecast, chat.
NOW22 969 880 EUR against a budget of 22 787 020 EUR
Spend variance against budget and key metric delivery against target, read together.
Overspent above 3 percent, underspent below minus 3 percent; delivery under 97 or above 103 percent of the key metric target
Source: Cube and KPI tabs of the sheet. Owner: Marketing FP&A. Used in: Brief, reallocations.
NOWSocial media ads: overspent and underdelivered
How far a forecast was from the actual result, on actions with a final verdict.
(forecast - actual) / actual, averaged by person and by role
Source: Forecasts tab. Owner: Marketing FP&A. Used in: Case pages, who forecasts best.
NOWowners +28.1 percent, the room +1.4 percent
| Plan | Price a month | Months a customer stays | Lifetime value (80 percent gross margin) |
|---|---|---|---|
| Starter | 24 | 14 | 270 |
| Pro | 60 | 24 | 1 150 |
| Business | 800 | 36 | 23 040 |
| Enterprise | Sold by sales, on its own track: qualified enterprise pipeline x 25 percent win rate x 2.4 years of gross margin = 0.6 EUR of value per EUR of pipeline. | ||
EUR. Plans bring very different revenue, so every new subscription is counted on its plan. One Business subscription is worth about 85 Starter subscriptions.
| Line | Starter | Pro | Business | Average new subscription | Signups that pay in 90 days | Value per signup | Enterprise share of value | Cost of one new subscription so far | Payback |
|---|---|---|---|---|---|---|---|---|---|
| Paid search ads | 53% | 46% | 1% | 900 | 6% | 54 | 0% | 674 | 17.4 months |
| Social media ads | 84% | 15% | 0% | 450 | 3% | 14 | 0% | 602 | 24.2 months |
| Review sites and intent data | 18% | 69% | 13% | 3 840 | 5% | 192 | 0% | 3 875 | 32.4 months |
| Affiliate commissions | 78% | 21% | 1% | 640 | 7% | 45 | 0% | 161 | 5.3 months |
| Content and search | 38% | 59% | 3% | 1 470 | 5% | 74 | 0% | 862 | 15.7 months |
| Creator and influencer sponsorships | 73% | 26% | 1% | 660 | 4% | 26 | 0% | 370 | 11.9 months |
| Community events and hackathons | 14% | 82% | 4% | 1 900 | 8% | 152 | 0% | 1 419 | 21.0 months |
| Developer relations programs | 22% | 74% | 4% | 1 720 | 7% | 120 | 0% | 1 788 | 28.6 months |
| Product launches | 51% | 47% | 2% | 1 250 | 5% | 62 | 0% | 717 | 14.9 months |
| Conferences and booths | 35% | 60% | 5% | 1 940 | 5% | 97 | 50% | 1 814 | 26.9 months |
| Enterprise webinars and field events | 15% | 70% | 15% | 4 300 | 4% | 172 | 70% | 3 318 | 25.0 months |
EUR. Sales led lines (account based marketing, partners) are valued on qualified pipeline at a 25 percent win rate and 2.4 years of gross margin per contract year. Brand bets (public relations, brand, analyst relations and customer evidence) are not valued per action, so they are not ranked.
Flow 8 in n8n has Claude write the proposal up clearly, files it in the DefinitionChanges tab and emails FP&A, who accepts or declines it with a reason.
All figures are demo data for a fictional company, seen from 15 October 2026. The values behind them are assumptions; in production they come from billing, product analytics and the sales system.