tl;dr
Revenue growth without profit discipline is a treadmill — this workshop shows how to connect your marketing decisions to your actual bottom line
Max (CEO, Klar) and Nico (CEO, ECOZA) cover where to start on the controlling side and how to build a reliable bridge to your marketing team
Key topics: identifying profitable cohorts, monitoring the right metrics, understanding customers deeply, and using those insights to choose channels and scale creatives
The target metric is CM3 — not ROAS, not MER, not revenue
You can watch the full workshop recording here:
What this workshop covers
Marketing and controlling often operate in silos. Marketing optimises for ROAS and new customer acquisition. Controlling looks at margins and P&L. Neither team is wrong — but without a shared framework, you end up optimising for the wrong things at the wrong time.
This workshop — recorded live in April 2024 with Max Mayer (CEO, Klar) and Nico from ECOZA — walks through how to close that gap in practice.
Topics covered:
Starting on the controlling side — what metrics actually matter for sustainable growth, and how to structure your reporting so marketing and finance are working from the same numbers.
Identifying profitable cohorts — not all customers are equal. Understanding which customer segments, acquisition channels, and products generate real long-term profit (CM3) changes where you invest.
Monitoring the right key metrics — moving beyond ROAS and revenue to margin-aware metrics: CM2, CM3, POAS, and CLV. What to track daily vs. monthly, and how to set targets that make sense across both teams.
Understanding your customers deeply — using retention and cohort data to understand what drives repeat purchases, loyalty, and lifetime value — not just first-order performance.
Using insights to scale — once you know what's working on a margin level, how do you feed that back into channel selection and creative strategy to grow without destroying profitability.