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Broker GTM

Spend

Every dollar by channel and play, next to what it produced. Cost per submission is the number. The readout says what to cut.

Recorded by hand for this demo. In production these inputs run off the card feed and CRM APIs, and every unit cost computes itself monthly.By hand
Connect card feed Connect CRM
Actual spend
$4,040
Planned $0
Submissions
29
52 meetings · 214 replies
Cost per submission
$139
actual spend / submissions
Cost per acquired broker
$238
actual spend / first-time submitting brokers
Cost per office unlock
$449
actual spend / new submitting offices
System activity
1
drafts · 0 approved · 0 briefs · 157 signals · 0 audits

Spend by channel

actual vs planned
Data
$620 / $0
Models
$240 / $0
Email
$100 / $0
AEO tool
$500 / $0
Video editor
$1,400 / $0
Paid social
$1,180 / $0
actualplanned

By play

spend against outcomes
PlaySpendMtgsSubs$/sub
Signal Engine$7205229$25
Targeting$1,18000–
AI visibility$1,90000–
Shared$24000–

Spend entries

6
  • actual
    Data · Apollo + Dodge trialSignal Engine
    Broker universe at 2,000 seats plus the one-state permit trial
    $620
  • actual
    Models · Anthropic, GroqShared
    Scoring, drafts, briefs, audits across all three plays
    $240
  • actual
    Email · Existing senderSignal Engine
    Three underwriter mailboxes, 60 sends a day
    $100
  • actual
    Paid social · LinkedIn Campaign ManagerTargeting
    Company + title flight at the month's target offices, held-out control
    $1,180
  • actual
    AEO tool · ProfoundAI visibility
    Turned on in month three after the baseline moved; stored baselines carried over
    $500
  • actual
    Video editor · ContractorAI visibility
    12 to 16 cuts from one founder recording
    $1,400

Outcomes

what the spend produced · the denominators for the unit costs above
  • RepliesSignal Enginesystem
    22% on 960 signal-led sends
    214
  • MeetingsSignal Enginesystem
    52
  • SubmissionsSignal Enginemanual
    Excess leads the mix; builder's risk second
    29
  • IndicationsSignal Enginemanual
    All inside 24 hours
    24
  • First-time submitting brokersSignal Enginemanual
    First-time submitters this month
    17
  • New submitting officesSignal Enginemanual
    Lockton Houston, Alliant Dallas, USI Denver among them
    7
  • New submitting officesTargetingmanual
    Targeted-flight offices out-replied the control 2.4 to 1
    2
  • Engaged brokersAI visibilitysystem
    Matched to the Play 1 universe, feeding the Intent axis
    412
  • Pages publishedAI visibilitymanual
    All twelve audit prompts covered, two refreshed
    14

Readout

what worked, what to cut, written from the numbers above

Click Readout and the agent writes the month up from the spend, the outcomes, and what the system did. Blunt on purpose.