Predictable, Profitable Growth Case Study: From High Spend to High Return
Size: $35M Revenue
Industry: Landscape
Problem: This $35M landscape company had a strong reputation and a large portfolio of high-profile projects — but profitability and growth had stalled. Marketing spend was high, yet customer acquisition costs were eating into margins. Seasonal swings in demand caused unpredictable cash flow, and their offers weren’t standing out in a crowded market.
They weren’t tracking critical sales and marketing KPIs like Lifetime Gross Profit to Customer Acquisition Cost (LTGP:CAC), so leadership had no clear view of whether each dollar spent on marketing was producing profitable customers. Close rates were declining, operating profit was eroding, and revenue growth had flatlined.
Solution: Coltivar delivered a series of sales and marketing workshops to reframe the company’s go-to-market strategy and install systems for profitable growth:
- Refreshed branding to position the company as the premium choice for high-end commercial and residential projects
- Strengthened the core service offering and introduced high-margin add-ons
- Implemented dynamic pricing to adjust with seasonal demand and market conditions, protecting margins year-round
- Installed KPI tracking for LTGP:CAC, close rate, and revenue per job to guide decision-making
- Standardized a disciplined sales process to improve proposal quality, follow-up speed, and upselling effectiveness
Results:
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LTGP:CAC improved from 3.4x to 7.1x in 12 months
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Close rate increased by 22%
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Seasonal revenue dips reduced by 40% through dynamic pricing and targeted promotions
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Annual operating profit increased by $4.8M
High Marketing Spend, Low Return
When we first measured their LTGP:CAC, the number was 3.4x — far below where it needed to be for a company of their size. They were spending millions each year to win customers, but the profit from those customers wasn’t enough to drive sustainable growth.
Without tracking this metric, marketing spend was essentially blind. The company was increasing budgets year after year, hoping to grow, but operating profit kept shrinking. Once we started tracking LTGP:CAC alongside close rate and average revenue per job, the picture became clear — and so did the path forward.
Despite doing high-quality, large-scale projects, their branding didn’t reflect a premium provider. Proposals, signage, uniforms, and online presence felt inconsistent, which made it harder to justify premium pricing.
Through targeted workshops, we repositioned the company as the go-to choice for high-value commercial and residential projects. A refreshed brand system, sharper messaging, and consistent visuals across every client touchpoint elevated the company’s perceived value and made it easier to win against lower-cost competitors.
Their service offering was solid but undifferentiated — “design, build, maintain” just like everyone else. We worked with the team to strengthen their packages, build in high-margin add-ons, and clearly articulate the value behind each service.
The biggest shift came with dynamic pricing. Rates were adjusted seasonally to match demand, increasing in peak months and using targeted promotions in slower months.
Dynamic Pricing reduced seasonal revenue dops by 40% while protecting margin.
KPIs That Drive Smarter Decisions
Before working with Coltivar, sales performance was judged mainly by how busy the crews looked. Leads were counted, but no one was measuring which customers were profitable or how marketing spend translated into long-term returns.
Now, the team tracks LTGP:CAC, close rate, and revenue per job every week inside Coltivar’s KPI dashboard. These metrics keep the focus on quality of revenue, not just quantity of work.
With this clarity, the sales team tightened their follow-up process, improved proposal quality, and focused on the right prospects. Marketing dollars are now invested in the channels and campaigns with the highest ROI — turning guesswork into a repeatable, data-driven sales engine.
Operating Profit on the Rise
With a stronger brand, a more compelling offer, and a sales process driven by the right KPIs, operating profit increased by $4.8M in just 12 months.
Just as importantly, the growth was consistent — no more dramatic seasonal swings, and no more sacrificing margin to keep crews busy. The company now has a sales and marketing system that fuels profitable growth year-round.
At its worst, the company was spending millions each year on marketing without knowing which campaigns were generating profitable customers. Close rates were slipping, the cost to acquire new business was climbing, and seasonal dips were leaving crews underutilized.
We overhauled their sales and marketing engine with KPI tracking for LTGP:CAC, close rate, and revenue per job. We sharpened their offer, refreshed their brand, and introduced dynamic pricing to match seasonal demand.
The result: LTGP:CAC more than doubled — from 3.4x to 7.1x — while close rates climbed 22%. Marketing dollars now work harder, producing higher-quality clients and more predictable revenue year-round.
This Growth Wasn’t an Accident
It happened because of brand clarity, a stronger offer, and the right sales systems.
Everything changed once the leadership team stopped chasing volume and started focusing on the right metrics.
When they could see the real ROI on every marketing dollar, refine their sales process, and price work strategically, the business became more profitable and less seasonal.
And your business can too.
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