{ "meta": { "title": "LinkedIn Ads CAC exercise", "company": "Fictional B2B SaaS, ~£14k ACV, mid-market", "period": "Calendar 2025", "currency": "GBP", "n_deals": 70, "total_revenue_gbp": 966500, "channels": [ "LinkedIn Ads", "Content/SEO", "Outbound", "Referral", "Direct", "Events" ], "paid_media_channels": [ "LinkedIn Ads", "Content/SEO", "Outbound", "Events" ], "note": "Synthetic, deliberately messy. No per-touch timestamps — only close_date + sales_cycle_days." }, "deals": [ { "deal_id": "D1001", "account": "Account K5", "close_date": "2025-01-14", "amount_gbp": 14000, "sales_cycle_days": 126, "first_touch": "Content/SEO", "last_touch": "Direct", "touch_channels": [ "Content/SEO", "Direct" ], "touch_count": 2, "self_reported_source": null }, { "deal_id": "D1002", "account": "Account I2", "close_date": "2025-01-22", "amount_gbp": 7000, "sales_cycle_days": 110, "first_touch": "Referral", "last_touch": "Events", "touch_channels": [ "Referral", "Events" ], "touch_count": 2, "self_reported_source": "Referral" }, { "deal_id": "D1003", "account": "Account A1", "close_date": "2025-02-12", "amount_gbp": 11000, "sales_cycle_days": 58, "first_touch": "LinkedIn Ads", "last_touch": "LinkedIn Ads", "touch_channels": [ "LinkedIn Ads" ], "touch_count": 1, "self_reported_source": "LinkedIn Ads" }, { "deal_id": "D1004", "account": "Account B5", "close_date": "2025-03-05", "amount_gbp": 14000, "sales_cycle_days": 41, "first_touch": "Content/SEO", "last_touch": "LinkedIn Ads", "touch_channels": [ "Content/SEO", "LinkedIn Ads" ], "touch_count": 2, "self_reported_source": "LinkedIn Ads" }, { "deal_id": "D1005", "account": "Account F5", "close_date": "2025-03-08", "amount_gbp": 16000, "sales_cycle_days": 41, "first_touch": "Outbound", "last_touch": "Outbound", "touch_channels": [ "Outbound" ], "touch_count": 1, "self_reported_source": null }, { "deal_id": "D1006", "account": "Account G3", "close_date": "2025-03-10", "amount_gbp": 14000, "sales_cycle_days": 71, "first_touch": "Content/SEO", "last_touch": "Content/SEO", "touch_channels": [ "Content/SEO" ], "touch_count": 1, "self_reported_source": null }, { "deal_id": "D1007", "account": "Account M4", "close_date": "2025-03-16", "amount_gbp": 13000, "sales_cycle_days": 178, "first_touch": "Content/SEO", "last_touch": "Content/SEO", "touch_channels": [ "Content/SEO" ], "touch_count": 1, "self_reported_source": "Google search" }, { "deal_id": "D1008", "account": "Account A2", "close_date": "2025-03-20", "amount_gbp": 9500, "sales_cycle_days": 34, "first_touch": "LinkedIn Ads", "last_touch": "LinkedIn Ads", "touch_channels": [ "LinkedIn Ads" ], "touch_count": 1, "self_reported_source": "LinkedIn Ads" }, { "deal_id": "D1009", "account": "Account M1", "close_date": "2025-04-04", "amount_gbp": 11000, "sales_cycle_days": 34, "first_touch": "Outbound", "last_touch": "Outbound", "touch_channels": [ "Outbound" ], "touch_count": 1, "self_reported_source": null }, { "deal_id": "D1010", "account": "Account L4", "close_date": "2025-04-07", "amount_gbp": 13000, "sales_cycle_days": 71, "first_touch": "Outbound", "last_touch": "Outbound", "touch_channels": [ "Outbound" ], "touch_count": 1, "self_reported_source": "Outbound / SDR" }, { "deal_id": "D1011", "account": "Account A3", "close_date": "2025-04-08", "amount_gbp": 13000, "sales_cycle_days": 92, "first_touch": "LinkedIn Ads", "last_touch": "LinkedIn Ads", "touch_channels": [ "LinkedIn Ads" ], "touch_count": 1, "self_reported_source": null }, { "deal_id": "D1012", "account": "Account K3", "close_date": "2025-04-08", "amount_gbp": 16000, "sales_cycle_days": 84, "first_touch": "Content/SEO", "last_touch": "Content/SEO", "touch_channels": [ "Content/SEO" ], "touch_count": 1, "self_reported_source": "Google search" }, { "deal_id": "D1013", "account": "Account E1", "close_date": "2025-04-17", "amount_gbp": 10000, "sales_cycle_days": 34, "first_touch": "Direct", "last_touch": "Direct", "touch_channels": [ "Direct" ], "touch_count": 1, "self_reported_source": "LinkedIn" }, { "deal_id": "D1014", "account": "Account C1", "close_date": "2025-04-25", "amount_gbp": 22000, "sales_cycle_days": 34, "first_touch": "LinkedIn Ads", "last_touch": "Content/SEO", "touch_channels": [ "LinkedIn Ads", "Events", "Content/SEO" ], "touch_count": 3, "self_reported_source": null }, { "deal_id": "D1015", "account": "Account F3", "close_date": "2025-05-03", "amount_gbp": 12000, "sales_cycle_days": 151, "first_touch": "Content/SEO", "last_touch": "Content/SEO", "touch_channels": [ "Content/SEO" ], "touch_count": 1, "self_reported_source": null }, { "deal_id": "D1016", "account": "Account J3", "close_date": "2025-05-10", "amount_gbp": 8000, "sales_cycle_days": 84, "first_touch": "Outbound", "last_touch": "Outbound", "touch_channels": [ "Outbound" ], "touch_count": 1, "self_reported_source": "Outbound / SDR" }, { "deal_id": "D1017", "account": "Account D2", "close_date": "2025-05-11", "amount_gbp": 18000, "sales_cycle_days": 151, "first_touch": "LinkedIn Ads", "last_touch": "Content/SEO", "touch_channels": [ "LinkedIn Ads", "Content/SEO" ], "touch_count": 2, "self_reported_source": "Referral" }, { "deal_id": "D1018", "account": "Account F4", "close_date": "2025-05-18", "amount_gbp": 12000, "sales_cycle_days": 41, "first_touch": "Content/SEO", "last_touch": "Content/SEO", "touch_channels": [ "Content/SEO" ], "touch_count": 1, "self_reported_source": "Google search" }, { "deal_id": "D1019", "account": "Account H1", "close_date": "2025-05-22", "amount_gbp": 14000, "sales_cycle_days": 151, "first_touch": "Outbound", "last_touch": "Outbound", "touch_channels": [ "Outbound" ], "touch_count": 1, "self_reported_source": null }, { "deal_id": "D1020", "account": "Account A4", "close_date": "2025-05-27", "amount_gbp": 15500, "sales_cycle_days": 84, "first_touch": "LinkedIn Ads", "last_touch": "LinkedIn Ads", "touch_channels": [ "LinkedIn Ads" ], "touch_count": 1, "self_reported_source": "LinkedIn Ads" }, { "deal_id": "D1021", "account": "Account C2", "close_date": "2025-06-02", "amount_gbp": 42000, "sales_cycle_days": 52, "first_touch": "Content/SEO", "last_touch": "Outbound", "touch_channels": [ "Content/SEO", "LinkedIn Ads", "Events", "Outbound" ], "touch_count": 4, "self_reported_source": "LinkedIn Ads" }, { "deal_id": "D1022", "account": "Account L5", "close_date": "2025-06-02", "amount_gbp": 7000, "sales_cycle_days": 34, "first_touch": "Content/SEO", "last_touch": "Content/SEO", "touch_channels": [ "Content/SEO" ], "touch_count": 1, "self_reported_source": "Google search" }, { "deal_id": "D1023", "account": "Account H5", "close_date": "2025-06-03", "amount_gbp": 7000, "sales_cycle_days": 151, "first_touch": "Direct", "last_touch": "Direct", "touch_channels": [ "Direct" ], "touch_count": 1, "self_reported_source": null }, { "deal_id": "D1024", "account": "Account M5", "close_date": "2025-06-05", "amount_gbp": 7000, "sales_cycle_days": 110, "first_touch": "Direct", "last_touch": "Direct", "touch_channels": [ "Direct" ], "touch_count": 1, "self_reported_source": null }, { "deal_id": "D1025", "account": "Account N5", "close_date": "2025-06-08", "amount_gbp": 14000, "sales_cycle_days": 110, "first_touch": "Referral", "last_touch": "Referral", "touch_channels": [ "Referral" ], "touch_count": 1, "self_reported_source": "Referral" }, { "deal_id": "D1026", "account": "Account A5", "close_date": "2025-06-15", "amount_gbp": 8000, "sales_cycle_days": 84, "first_touch": "LinkedIn Ads", "last_touch": "LinkedIn Ads", "touch_channels": [ "LinkedIn Ads" ], "touch_count": 1, "self_reported_source": null }, { "deal_id": "D1027", "account": "Account J2", "close_date": "2025-06-20", "amount_gbp": 7000, "sales_cycle_days": 178, "first_touch": "Direct", "last_touch": "Direct", "touch_channels": [ "Direct" ], "touch_count": 1, "self_reported_source": null }, { "deal_id": "D1028", "account": "Account E2", "close_date": "2025-06-23", "amount_gbp": 13000, "sales_cycle_days": 71, "first_touch": "Content/SEO", "last_touch": "Direct", "touch_channels": [ "Content/SEO", "Direct" ], "touch_count": 2, "self_reported_source": "Saw your ads on LinkedIn" }, { "deal_id": "D1029", "account": "Account L3", "close_date": "2025-07-04", "amount_gbp": 13000, "sales_cycle_days": 138, "first_touch": "Referral", "last_touch": "Events", "touch_channels": [ "Referral", "Events" ], "touch_count": 2, "self_reported_source": "Referral" }, { "deal_id": "D1030", "account": "Account J5", "close_date": "2025-07-09", "amount_gbp": 31000, "sales_cycle_days": 63, "first_touch": "Direct", "last_touch": "Direct", "touch_channels": [ "Direct" ], "touch_count": 1, "self_reported_source": null }, { "deal_id": "D1031", "account": "Account C3", "close_date": "2025-07-14", "amount_gbp": 16500, "sales_cycle_days": 78, "first_touch": "LinkedIn Ads", "last_touch": "Content/SEO", "touch_channels": [ "LinkedIn Ads", "Content/SEO" ], "touch_count": 2, "self_reported_source": "LinkedIn Ads" }, { "deal_id": "D1032", "account": "Account H2", "close_date": "2025-07-15", "amount_gbp": 11000, "sales_cycle_days": 101, "first_touch": "Outbound", "last_touch": "Content/SEO", "touch_channels": [ "Outbound", "Content/SEO" ], "touch_count": 2, "self_reported_source": "Outbound / SDR" }, { "deal_id": "D1033", "account": "Account J4", "close_date": "2025-07-16", "amount_gbp": 7000, "sales_cycle_days": 71, "first_touch": "Referral", "last_touch": "Events", "touch_channels": [ "Referral", "Events" ], "touch_count": 2, "self_reported_source": "Referral" }, { "deal_id": "D1034", "account": "Account N1", "close_date": "2025-07-23", "amount_gbp": 8000, "sales_cycle_days": 34, "first_touch": "Content/SEO", "last_touch": "Direct", "touch_channels": [ "Content/SEO", "Direct" ], "touch_count": 2, "self_reported_source": null }, { "deal_id": "D1035", "account": "Account D3", "close_date": "2025-07-28", "amount_gbp": 15000, "sales_cycle_days": 84, "first_touch": "LinkedIn Ads", "last_touch": "Events", "touch_channels": [ "LinkedIn Ads", "Events" ], "touch_count": 2, "self_reported_source": "A colleague recommended us" }, { "deal_id": "D1036", "account": "Account G1", "close_date": "2025-08-02", "amount_gbp": 9000, "sales_cycle_days": 41, "first_touch": "Outbound", "last_touch": "Outbound", "touch_channels": [ "Outbound" ], "touch_count": 1, "self_reported_source": null }, { "deal_id": "D1037", "account": "Account B1", "close_date": "2025-08-03", "amount_gbp": 12500, "sales_cycle_days": 63, "first_touch": "LinkedIn Ads", "last_touch": "LinkedIn Ads", "touch_channels": [ "LinkedIn Ads" ], "touch_count": 1, "self_reported_source": "LinkedIn Ads" }, { "deal_id": "D1038", "account": "Account G5", "close_date": "2025-08-03", "amount_gbp": 15000, "sales_cycle_days": 41, "first_touch": "Content/SEO", "last_touch": "Content/SEO", "touch_channels": [ "Content/SEO" ], "touch_count": 1, "self_reported_source": "Google search" }, { "deal_id": "D1039", "account": "Account L1", "close_date": "2025-08-05", "amount_gbp": 18000, "sales_cycle_days": 41, "first_touch": "Outbound", "last_touch": "Outbound", "touch_channels": [ "Outbound" ], "touch_count": 1, "self_reported_source": null }, { "deal_id": "D1040", "account": "Account E3", "close_date": "2025-08-15", "amount_gbp": 9500, "sales_cycle_days": 151, "first_touch": "Referral", "last_touch": "Referral", "touch_channels": [ "Referral" ], "touch_count": 1, "self_reported_source": "LinkedIn" }, { "deal_id": "D1041", "account": "Account H4", "close_date": "2025-08-17", "amount_gbp": 13000, "sales_cycle_days": 110, "first_touch": "Content/SEO", "last_touch": "Content/SEO", "touch_channels": [ "Content/SEO" ], "touch_count": 1, "self_reported_source": "Google search" }, { "deal_id": "D1042", "account": "Account K4", "close_date": "2025-08-19", "amount_gbp": 8000, "sales_cycle_days": 92, "first_touch": "Outbound", "last_touch": "Outbound", "touch_channels": [ "Outbound" ], "touch_count": 1, "self_reported_source": "Outbound / SDR" }, { "deal_id": "D1043", "account": "Account G4", "close_date": "2025-08-21", "amount_gbp": 9000, "sales_cycle_days": 126, "first_touch": "Content/SEO", "last_touch": "Content/SEO", "touch_channels": [ "Content/SEO" ], "touch_count": 1, "self_reported_source": "Google search" }, { "deal_id": "D1044", "account": "Account C4", "close_date": "2025-08-29", "amount_gbp": 12000, "sales_cycle_days": 84, "first_touch": "Direct", "last_touch": "LinkedIn Ads", "touch_channels": [ "Direct", "LinkedIn Ads" ], "touch_count": 2, "self_reported_source": null }, { "deal_id": "D1045", "account": "Account C5", "close_date": "2025-09-09", "amount_gbp": 19500, "sales_cycle_days": 34, "first_touch": "LinkedIn Ads", "last_touch": "Referral", "touch_channels": [ "LinkedIn Ads", "Referral" ], "touch_count": 2, "self_reported_source": "LinkedIn Ads" }, { "deal_id": "D1046", "account": "Account N4", "close_date": "2025-09-09", "amount_gbp": 14000, "sales_cycle_days": 126, "first_touch": "Content/SEO", "last_touch": "Content/SEO", "touch_channels": [ "Content/SEO" ], "touch_count": 1, "self_reported_source": "Google search" }, { "deal_id": "D1047", "account": "Account K2", "close_date": "2025-09-13", "amount_gbp": 9000, "sales_cycle_days": 63, "first_touch": "Outbound", "last_touch": "Content/SEO", "touch_channels": [ "Outbound", "Content/SEO" ], "touch_count": 2, "self_reported_source": "Outbound / SDR" }, { "deal_id": "D1048", "account": "Account B2", "close_date": "2025-09-19", "amount_gbp": 17000, "sales_cycle_days": 58, "first_touch": "LinkedIn Ads", "last_touch": "LinkedIn Ads", "touch_channels": [ "LinkedIn Ads" ], "touch_count": 1, "self_reported_source": "LinkedIn Ads" }, { "deal_id": "D1049", "account": "Account I3", "close_date": "2025-09-20", "amount_gbp": 13000, "sales_cycle_days": 167, "first_touch": "Outbound", "last_touch": "Content/SEO", "touch_channels": [ "Outbound", "Content/SEO" ], "touch_count": 2, "self_reported_source": "Outbound / SDR" }, { "deal_id": "D1050", "account": "Account J1", "close_date": "2025-09-22", "amount_gbp": 11000, "sales_cycle_days": 34, "first_touch": "Content/SEO", "last_touch": "Direct", "touch_channels": [ "Content/SEO", "Direct" ], "touch_count": 2, "self_reported_source": null }, { "deal_id": "D1051", "account": "Account D4", "close_date": "2025-09-30", "amount_gbp": 24000, "sales_cycle_days": 167, "first_touch": "Content/SEO", "last_touch": "LinkedIn Ads", "touch_channels": [ "Content/SEO", "LinkedIn Ads" ], "touch_count": 2, "self_reported_source": "Podcast" }, { "deal_id": "D1052", "account": "Account D1", "close_date": "2025-10-03", "amount_gbp": 13500, "sales_cycle_days": 78, "first_touch": "Content/SEO", "last_touch": "Direct", "touch_channels": [ "Content/SEO", "LinkedIn Ads", "Direct" ], "touch_count": 3, "self_reported_source": null }, { "deal_id": "D1053", "account": "Account F2", "close_date": "2025-10-04", "amount_gbp": 11000, "sales_cycle_days": 41, "first_touch": "Content/SEO", "last_touch": "Content/SEO", "touch_channels": [ "Content/SEO" ], "touch_count": 1, "self_reported_source": "Google search" }, { "deal_id": "D1054", "account": "Account I1", "close_date": "2025-10-05", "amount_gbp": 31000, "sales_cycle_days": 178, "first_touch": "Referral", "last_touch": "Referral", "touch_channels": [ "Referral" ], "touch_count": 1, "self_reported_source": "Referral" }, { "deal_id": "D1055", "account": "Account I4", "close_date": "2025-10-09", "amount_gbp": 13000, "sales_cycle_days": 52, "first_touch": "Content/SEO", "last_touch": "Content/SEO", "touch_channels": [ "Content/SEO" ], "touch_count": 1, "self_reported_source": "Google search" }, { "deal_id": "D1056", "account": "Account I5", "close_date": "2025-10-10", "amount_gbp": 16000, "sales_cycle_days": 167, "first_touch": "Outbound", "last_touch": "Outbound", "touch_channels": [ "Outbound" ], "touch_count": 1, "self_reported_source": "Outbound / SDR" }, { "deal_id": "D1057", "account": "Account E4", "close_date": "2025-10-11", "amount_gbp": 16000, "sales_cycle_days": 110, "first_touch": "Direct", "last_touch": "Direct", "touch_channels": [ "Direct" ], "touch_count": 1, "self_reported_source": "Someone on LinkedIn / your posts" }, { "deal_id": "D1058", "account": "Account B4", "close_date": "2025-10-22", "amount_gbp": 9000, "sales_cycle_days": 151, "first_touch": "LinkedIn Ads", "last_touch": "LinkedIn Ads", "touch_channels": [ "LinkedIn Ads" ], "touch_count": 1, "self_reported_source": "LinkedIn Ads" }, { "deal_id": "D1059", "account": "Account H3", "close_date": "2025-10-23", "amount_gbp": 20000, "sales_cycle_days": 84, "first_touch": "Events", "last_touch": "Events", "touch_channels": [ "Events" ], "touch_count": 1, "self_reported_source": "Met at a conference" }, { "deal_id": "D1060", "account": "Account B3", "close_date": "2025-11-06", "amount_gbp": 10500, "sales_cycle_days": 52, "first_touch": "LinkedIn Ads", "last_touch": "LinkedIn Ads", "touch_channels": [ "LinkedIn Ads" ], "touch_count": 1, "self_reported_source": null }, { "deal_id": "D1061", "account": "Account K1", "close_date": "2025-11-09", "amount_gbp": 18000, "sales_cycle_days": 151, "first_touch": "Referral", "last_touch": "Events", "touch_channels": [ "Referral", "Events" ], "touch_count": 2, "self_reported_source": "Referral" }, { "deal_id": "D1062", "account": "Account G2", "close_date": "2025-11-10", "amount_gbp": 12000, "sales_cycle_days": 63, "first_touch": "Content/SEO", "last_touch": "Content/SEO", "touch_channels": [ "Content/SEO" ], "touch_count": 1, "self_reported_source": null }, { "deal_id": "D1063", "account": "Account D5", "close_date": "2025-11-18", "amount_gbp": 11500, "sales_cycle_days": 92, "first_touch": "LinkedIn Ads", "last_touch": "Outbound", "touch_channels": [ "LinkedIn Ads", "Outbound" ], "touch_count": 2, "self_reported_source": "Outbound / SDR emailed me" }, { "deal_id": "D1064", "account": "Account M2", "close_date": "2025-11-20", "amount_gbp": 12000, "sales_cycle_days": 63, "first_touch": "Content/SEO", "last_touch": "Content/SEO", "touch_channels": [ "Content/SEO" ], "touch_count": 1, "self_reported_source": "Google search" }, { "deal_id": "D1065", "account": "Account L2", "close_date": "2025-11-25", "amount_gbp": 26000, "sales_cycle_days": 138, "first_touch": "Direct", "last_touch": "Direct", "touch_channels": [ "Direct" ], "touch_count": 1, "self_reported_source": null }, { "deal_id": "D1066", "account": "Account N3", "close_date": "2025-11-25", "amount_gbp": 14000, "sales_cycle_days": 101, "first_touch": "Content/SEO", "last_touch": "Content/SEO", "touch_channels": [ "Content/SEO" ], "touch_count": 1, "self_reported_source": null }, { "deal_id": "D1067", "account": "Account E5", "close_date": "2025-12-02", "amount_gbp": 12000, "sales_cycle_days": 92, "first_touch": "Content/SEO", "last_touch": "Content/SEO", "touch_channels": [ "Content/SEO" ], "touch_count": 1, "self_reported_source": "LinkedIn" }, { "deal_id": "D1068", "account": "Account F1", "close_date": "2025-12-13", "amount_gbp": 16000, "sales_cycle_days": 41, "first_touch": "Outbound", "last_touch": "Content/SEO", "touch_channels": [ "Outbound", "Content/SEO" ], "touch_count": 2, "self_reported_source": "Outbound / SDR" }, { "deal_id": "D1069", "account": "Account N2", "close_date": "2025-12-17", "amount_gbp": 11000, "sales_cycle_days": 63, "first_touch": "Events", "last_touch": "Events", "touch_channels": [ "Events" ], "touch_count": 1, "self_reported_source": "Met at a conference" }, { "deal_id": "D1070", "account": "Account M3", "close_date": "2025-12-20", "amount_gbp": 11000, "sales_cycle_days": 178, "first_touch": "Content/SEO", "last_touch": "Direct", "touch_channels": [ "Content/SEO", "Direct" ], "touch_count": 2, "self_reported_source": null } ], "monthly_costs": [ { "month": "2025-01", "linkedin_media_gbp": 5000, "content_seo_media_gbp": 2000, "outbound_media_gbp": 3000, "events_gbp": 0 }, { "month": "2025-02", "linkedin_media_gbp": 5500, "content_seo_media_gbp": 2000, "outbound_media_gbp": 3000, "events_gbp": 0 }, { "month": "2025-03", "linkedin_media_gbp": 6000, "content_seo_media_gbp": 2200, "outbound_media_gbp": 3200, "events_gbp": 8000 }, { "month": "2025-04", "linkedin_media_gbp": 6500, "content_seo_media_gbp": 2200, "outbound_media_gbp": 3200, "events_gbp": 0 }, { "month": "2025-05", "linkedin_media_gbp": 7000, "content_seo_media_gbp": 2400, "outbound_media_gbp": 3400, "events_gbp": 0 }, { "month": "2025-06", "linkedin_media_gbp": 8000, "content_seo_media_gbp": 2400, "outbound_media_gbp": 3600, "events_gbp": 12000 }, { "month": "2025-07", "linkedin_media_gbp": 8500, "content_seo_media_gbp": 2600, "outbound_media_gbp": 3600, "events_gbp": 0 }, { "month": "2025-08", "linkedin_media_gbp": 9000, "content_seo_media_gbp": 2600, "outbound_media_gbp": 3800, "events_gbp": 4000 }, { "month": "2025-09", "linkedin_media_gbp": 9500, "content_seo_media_gbp": 2800, "outbound_media_gbp": 3800, "events_gbp": 0 }, { "month": "2025-10", "linkedin_media_gbp": 10000, "content_seo_media_gbp": 2800, "outbound_media_gbp": 4000, "events_gbp": 9000 }, { "month": "2025-11", "linkedin_media_gbp": 10500, "content_seo_media_gbp": 3000, "outbound_media_gbp": 4000, "events_gbp": 0 }, { "month": "2025-12", "linkedin_media_gbp": 11000, "content_seo_media_gbp": 3000, "outbound_media_gbp": 4200, "events_gbp": 0 } ], "cost_context": [ { "item": "Paid social agency retainer", "amount_gbp_per_month": 2000, "note": "Manages paid social. Team estimates ~70% of the retainer effort is LinkedIn.", "linkedin_alloc": 0.7 }, { "item": "Ads + attribution tooling", "amount_gbp_per_month": 450, "note": "Shared across all paid channels.", "linkedin_alloc": null }, { "item": "Demand Gen Manager (loaded)", "amount_gbp_per_month": 6250, "note": "Loaded cost incl. on-costs. Self-reports ~40% of time on LinkedIn.", "linkedin_alloc": 0.4 }, { "item": "Content Marketer (loaded)", "amount_gbp_per_month": 5000, "note": "Loaded cost. ~0% on LinkedIn; owns Content/SEO.", "linkedin_alloc": 0.0 } ] }