02 / DEFINE THE ASSUMPTIONS
A scenario. Conservative 0.8× conversion and channel-volume assumptions CGS Standard Supplied email baseline; other channels require your inputs Aggressive 1.2× conversion and channel-volume assumptions
CGS Standard is an illustrative growth projection informed by historical marketing experience and planning assumptions. Actual performance varies by industry, offer, market, sales execution, and other factors. Results are not guaranteed.
Conservative and Aggressive are illustrative sensitivity settings, not industry benchmarks. Rates are capped at 100%. Scenario selection changes modeled rates and channel volume, not your entered costs.
Restore CGS Standard Numbers Engagement & customer economics Initial CGS agreement months; renewal modeled thereafter PPC start month inclusive One-time prospect list USD Annual sales professional cost USD Initial customer agreement months Projected customer relationship months, includes future renewals Sales + marketing reference % of annual revenue Marketing-only reference % of annual revenue
Cold & warm email assumptions Unique cold audience for entire horizon contacts, not sends Emails per contact during horizon frequency only; no multiplier on acquisition Cold email open rate % of contacts; opens are imperfect signals Email click-through rate % of opens Cold click-to-appointment rate % of clicks Separate unique warm audience exclude cold and channel audiences Warm contact-to-appointment %; not an assumed click-through rate
Connected channels & overlap PPC cost per qualified lead USD; 0 = volume unknown, not free leads New SEO / AI-search qualified leads monthly; 0 = not estimated SEO activity start month inclusive New social qualified leads monthly; 0 = not estimated Social activity start month inclusive Cross-channel overlap % removed from PPC / SEO / social leads Email / other-channel overlap % removed from email appointment entries Additional nurture-to-appointment % of remaining unique qualified leads
Shared sales funnel & capacity Qualified lead-to-appointment % Appointment-to-proposal % Proposal-to-customer % Sales capacity customers per month; 0 = no cap modeled
PPC CPL, SEO, social, warm audience, and nurturing start unmodeled (zero) until you supply assumptions. Advertising expense remains included. Overlap defaults to zero for illustration and must be reviewed. Branding, web, strategy, creative, and reporting are included in the engagement, with no separate invented lead attribution.
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