Ask a coach what data they collect in fulfillment and the answer is usually "we know when people started."
Revenue, ad spend and close rate are tracked to the dollar. What happens after the sale is tracked to the anecdote. These are the seven numbers we install in the first 30 days of every engagement, with the ranges we see once they exist.
What are the seven KPIs?
| KPI | What it measures | What we see once it is tracked |
|---|---|---|
| Client success rate (CSR) | Share of clients who reach the promised result | 15 to 50%; around 20% typical; 50%+ at Video Business Academy |
| Time to value (TTV) | How fast a client gets the first real win | First win in one to two weeks, 30 days at the latest |
| On-track rate (OTR) | Share of clients on track versus overdue, by the time set per milestone | Almost no offer has it before we run it |
| Lifetime value (LTV) | Revenue per client over their whole time with you | $4K to $50K+ at Video Business Academy |
| Lifetime duration (LTD) | Months a client stays, across all offers | Up to two years; extensions and next offers add 30 to 50% |
| Resell rate | Share of clients who buy the next offer; share of revenue from existing clients | Up to 30% of all clients, 40%+ of winners; 30%+ of revenue at Video Business Academy |
| Proof per month | Testimonials, success interviews and Trustpilot reviews collected | Three to ten a month; every second winner is the target |
Fulfillment cost is the eighth line on the sheet and works as a constraint. At Acquisition Ace it is under 5% of revenue, with 600 to 800 active clients on three full-time client success managers plus fractional coaches.
Result from a named client with written permission. Typical clients of this cohort saw a range of outcomes; nothing here is a guarantee. How we handle claims.
How many clients get the result, and how fast?
Client success rate is the share of clients who reach the promised result. Most coaches know a rough direction, an "average something", and cannot say the number. Tracking goes in during the first 30 days and the number appears. At Acquisition Ace it went from unmeasured to 20% and up; at Video Business Academy it reached 50% and more.
The number depends on the promise. A business offer with a hard result sits around 20%. A trivial promise can claim 100% and is not a business offer. If the result was never defined, the rate cannot exist, and that is the first thing to fix.
Time to value is how fast a person gets a result. The first win goes inside the first one to two weeks, something small they achieve, and at the latest inside 30 days. Past that, the client already feels down and starts thinking the program is bad, even when it is not.
On-track rate is time-based. A six-month offer has milestones, each with a time it should take. Miss the time and the client is overdue, and the client success manager checks in the same day. The client knew the timing in advance, because the video training framed it.
Almost no offer has this number unless we run it. When clients are late, you tell them, and that alone raises the success rate.
How long do they stay, and how many buy again?
Lifetime duration is the months a client stays across every offer, and lifetime value is what they pay in that time. Up to two years is possible, depending on the offer. You never sell 100% of people into the next offer. Extensions and next offers stretch how long a client stays by another 30%, up to 50% depending on the offer.
Video Business Academy took lifetime value from $4K to $50K and more, with clients staying two to three years. One client in a program we run paid 24 times, $52,382 in total, against a typical single payment of $5,000. Real Stripe data, one account.
Resell rate has two readings: the share of clients who buy the next offer, and the share of revenue from existing clients. If the next offer is relevant, up to 30% of everyone buys it, and 40% or more of the people who won. The close rate on those conversations is sometimes 40 to 50%, lower at higher volume.
Proof per month counts testimonials, success interviews and Trustpilot reviews. Before a proof system, almost none. After, three to five a month, up to ten depending on the size of the offer. The better measure is the share of winners who give proof: every third, ideally every second, and some offers reach about 70%.
Which order do you build them in?
Data first. Nothing else exists until someone writes down, per client, where they are. Then the number of people getting results, then on-track rate so the team knows who to call today. Then proof, because the winners are now visible on the board, and then how many people upgrade, which is where lifetime value moves.
Track over time as well as live. A founder who only sees the current month never sees whether the offer got better or worse three months ago. So the team loops in the same place and never improves dramatically. First I build the data, then the number of people getting results, then on-track rate, then proof, then how many people upgrade.
The live dashboard shows how many people are in the offer, the current client success rate, active clients and which packages are being sold. Then how many new people were onboarded this month, on-track rate, time to value, lifetime value and lifetime duration. The founder opens it in Monday.com any time and gets Loom updates without a meeting.
Further reading: The client dashboard: what to review every week · What is a client success rate? · Retention math: churn to LTV
