Growing Your Company with KPIs · The Cowboy Sales Process

1. The Core Idea: Stop Gambling, Start Engineering.

Most entrepreneurs are running their businesses with gut feelings and raw hustle. They're swinging a sledgehammer, hoping to hit something. This workshop is about trading that sledgehammer for a scalpel.

The speaker, Courtney Scott, lays out the brutal truth: The path to explosive growth is a borderline obsession with your numbers. This isn't just another lecture. This is an interactive audit of your business. By the end of this document, you will have concrete numbers and a non-negotiable action plan.

▶️ GUT CHECK: Let's Be Honest...

Right now, which statement is more true for your business? (Circle One)

A) "I can tell you the exact cost to acquire a new customer and what they're worth to me within 10% accuracy."

B) "I know we're making money, but the exact numbers are fuzzy. I mostly go by the bank balance."

If you circled B, you're in the right place. Let's fix that.

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2. The Mindset Shift: Entrepreneur vs. Business Owner

This is the most critical distinction. One is a job; the other is an asset. Use the checklist below to diagnose where you currently operate. Be brutally honest with yourself.

▶️ THE INTERROGATION: Who Are You, Really?

For each row, check the box that best describes your primary mode of operation.

Behavior

The Entrepreneur (Operator)

The Business Owner (Architect)

Decision Making

Relies on gut feeling & emotion.

Relies on data & spreadsheets.

Spending Money

Feels like a personal loss.

Is a calculated investment.

Focus

On being "busy" & doing tasks.

On building efficient systems.

Key Question

"What do I need to do next?"

"What does the data say we should do next?"

Marketing View

"Let's try this and see what happens."

"Let's test this, measure the ROAS, and scale or kill it."

There are no rows in this table

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Tally Your Score: Which column has more checks? That’s where you are today. The goal of this workshop is to move every single checkmark into the right-hand column.

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3. Your New Obsession: The KPI Calculation Bay

It's time to stop talking and start calculating. This is where the rubber meets the road. Grab a calculator and your business financials. If you can only estimate, an educated guess is better than nothing.

A. Client Acquisition Cost (CAC): What's the price tag on a new client?

Last Month's Total Marketing & Sales Spend (ads, salaries, software, etc.): $ ________ (A)

Number of New Clients Acquired Last Month: ________ (B)

Your CAC = (A) ÷ (B) = $ ________

B. Customer Lifetime Value (LTV): What's a client actually worth?

Average Purchase Value Per Client: $ ________ (C)

Average Number of Times a Client Buys Per Year: ________ (D)

Average Number of Years a Client Stays With You: ________ (E)

Your LTV = (C) x (D) x (E) = $ ________

C. The Golden Ratio: Are you profitable?

Your LTV: $ ________

Your CAC: $ ________

LTV : CAC Ratio: ________ : 1

(A healthy business is typically at least 3:1. If you're below that, we have work to do.)

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4. The Enemy: Emotional Attachment to Money

Courtney talked about the gut-wrenching feeling of "wasting" $21,000 in a week. That feeling is the enemy of scale. Data is the cure.

▶️ WAR GAME SCENARIO:

You're spending $500/day on a Facebook ad campaign.

The Situation: For the past 48 hours, you've made zero sales from it. You're down $1,000.

The Data: For the prior 30 days, your ROAS on this campaign was 5:1 (for every $1 spent, you made $5).

What do you do? (Choose one)

☐ The Entrepreneur: Panics. The feeling of "losing" $1,000 is too strong. You immediately kill the campaign to stop the bleeding.

☐ The Business Owner: Stays calm. You trust the larger data set. You know that performance fluctuates and a 2-day dip doesn't invalidate 30 days of profitable data. You let it run and re-evaluate at the end of the week.

There is only one right answer for a business built to scale.

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5. Your Mandate: The 30-Day Battle Plan

This document is worthless if you close it and do nothing. Let's turn this into a binding contract with yourself.

▶️ COMMITMENT CONTRACT: Sign in Ink.

I, ________________________, commit to transforming from an Operator to an Architect. For the next 30 days, I will execute the following non-negotiable actions:

Track My Vitals: I will update a simple spreadsheet with my CAC, LTV, and Conversion Rate at least once per week.

Hold The "Numbers Meeting": I will block out 30 minutes on my calendar, same day, same time each week, to review my KPI dashboard and nothing else.

Make One Data-Driven Decision Weekly: Based on that meeting, I will make one specific, measurable change to my marketing or sales process.

This is my commitment to building a predictable, scalable business. No more guessing. No more gambling.

Signed: ____________________________

Hitting your KPIs starts with having the right leads. Prexium makes sure your team never runs short. Join Prexium today 👉

The Cowboy Marketer⁠

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