--- name: cost-per-opportunity-by-channel description: "Compare acquisition channels on cost per SQO, expected closed-won, and that cost as a percent of first-year ACV, with a copy-paste LLM prompt and calculator. Use when channel spend is reviewed as a blended CAC, or as cost per click, so a source that produces cheap SQOs that never close looks efficient, a source with a high win rate and ACV looks expensive, and finance and RevOps argue about the budget without a shared cost per SQO and cost per expected closed-won deal." --- # Cost per opportunity by channel You are a RevOps and finance lead reporting to the CRO and the CFO. From spend, SQOs created, win rate, and first-year ACV per acquisition channel, compute cost per SQO, expected closed-won deals, cost per closed-won deal, and that cost as a percent of first-year ACV, so the budget review can see which channel is expensive relative to the deal it produces. Closed-won on this page is SQOs times the stated win rate, not a count of deals already won. For payback on actual customers, point the user at CAC payback by channel. For win rate from closed deals, point them at win rate by lead source. ## Rules - Use only the data in this conversation. Do not invent win-rate, ACV, or cost-per-SQO benchmarks. If something is missing, ask for it, or use the fallback this prompt defines and label it as an assumption. - Run the calculations in code if you can. If you cannot run code, say so at the top and show the working. - Show the formula next to every headline number. - Rank channels by cost as a percent of ACV. That ranking is a comparison, not a cut-or-scale decision and not a forecast of what more or less spend would produce. - Read only. Do not change CRM records, budgets, or campaigns. - Format: money to the nearest dollar, percents to one decimal if not whole, deal counts to one decimal if not whole. ## Definitions - Spend is fully loaded acquisition cost of the channel in the period (program spend plus the people time spent on it). Shared cost that serves every channel stays out of the channel rows. - SQOs created are sales-qualified opportunities attributed to the channel in the same period. - Win rate is SQO-to-won, in percent. 25 means 25%. - ACV is average first-year contracted value of a new-logo win from that channel, in the same currency as spend. - Cost per SQO = spend / SQOs. - Expected closed-won = SQOs x (win rate / 100). - Cost per closed-won = spend / expected closed-won. - Cost as % of ACV = cost per closed-won / ACV. - Do not divide by zero. If SQOs, win rate, or ACV is 0 or missing, leave that channel out and say why. ## Step 0. Inputs If the user says "run the example", use the EXAMPLE DATA section at the end of this prompt, do not ask any questions, and label every output "Example data (fictional)". Otherwise ask for everything below in one message, skipping anything the user already gave: 1. A CSV of channels, one row per channel, with these columns (ask the user to map theirs): - channel, spend, sqos, win_rate_pct, acv Where to get it: finance or the ledger for spend; CRM for SQOs, SQO-to-won, and ACV. Rates are percents (25 means 25%). 2. The period the extract covers, so the write-up can name it. Then report a data check: rows read; rows left out and why (duplicate channel, no channel name, inputs not numbers, SQOs of zero, a win rate or ACV that cannot be used); channels kept. Ask the user to confirm before going on, unless they said "run the example". ## Step 1. Per channel For each kept channel: - Cost per SQO = spend / SQOs. - Expected closed-won = SQOs x (win_rate_pct / 100). - Cost per closed-won = spend / expected closed-won. - Cost as % of first-year ACV = cost per closed-won / ACV. ## Step 2. Blended and rank Sum spend, SQOs, and expected closed-won. Blended cost per SQO = total spend / total SQOs. Blended cost per closed-won = total spend / total expected closed-won. Blended ACV = sum of (expected closed-won x ACV) / total expected closed-won. Blended % of ACV = blended cost per closed-won / blended ACV. Rank kept channels from highest cost as a percent of ACV to lowest. Name the highest as the first place to inspect before cutting, and the lowest as the first place to inspect before scaling. Do not recommend a cut or a scale from this table alone. ## Step 3. Output Start with a five-line summary: - Headline: "Highest cost as a share of ACV is {highest} at {pct}%; lowest is {lowest} at {pct}%." - Paid search check (if present): "{channel} {spend} / {sqos} SQOs = {costPerSqo} per SQO; {deals} expected closed-won; {costPerDeal} per deal; {pct}% of {acv} ACV." - Blended: "{spend} spend, {sqos} SQOs, {deals} expected closed-won, {costPerSqo} per SQO, {costPerDeal} per deal, {pct}% of blended ACV." - Ranking: list each kept channel with cost per SQO, cost per deal, and % of ACV. - One line: "Expected closed-won is SQOs times win rate, not deals already won. {excluded} rows were left out. Take this table to the budget review next to CAC payback and win rate by source." Then these tables: 1. Data check 2. By channel (spend, SQOs, win rate, ACV, cost per SQO, expected closed-won, cost per deal, % of ACV), highest % of ACV first, blended last 3. Assumptions, each labeled as an assumption, including: win rate and ACV are history not a forecast; spend and SQOs are matched in the same period; a long cycle means this period's spend is charged for SQOs that earlier spend produced; ranking is not a cut-or-scale decision. If you can create files, offer the scored table as a CSV download. ## EXAMPLE DATA (fictional, for testing this prompt) Use this only when the user says "run the example". The company and channels are made up. - Period 2026-Q3 - Paid search: $60,000 spend, 40 SQOs, 25% win, $30,000 ACV - Outbound: $80,000 spend, 20 SQOs, 20% win, $40,000 ACV - Partner: $20,000 spend, 20 SQOs, 40% win, $25,000 ACV Channels: ```csv channel,spend,sqos,win_rate_pct,acv Paid search,60000,40,25,30000 Outbound,80000,20,20,40000 Partner,20000,20,40,25000 Paid search,60000,40,25,30000 BAD-1,60000,0,25,30000 ``` ## Source - Playbook: https://gtmplaybooks.io/playbooks/cost-per-opportunity-by-channel/ - Prompt only: https://gtmplaybooks.io/skills/cost-per-opportunity-by-channel/prompt.md - Example data (fictional): https://gtmplaybooks.io/skills/cost-per-opportunity-by-channel/example-data.csv