Channels and spend
Sells its engineers' time to three clients, and builds one product of its own.
Channels — the plan, the spend, and what came back
Planned against spent, this quarter — from the books
Spent, and what actually came back — invoices paid, read from records
| Channel | Planned | Spent | They count | Reached the door | Customers | Collected | Per ₹100 received |
|---|---|---|---|---|---|---|---|
organic social · connected, read only | ₹60,000 | ₹41,000Record | 214B | 11 | 1 | ₹9,00,000Record | ₹5 per ₹100 |
Search — organic owned · connected, read only | ₹45,000 | ₹45,000Record | — | 9 | 0 | ₹0Record | ₹45,000 spent, nothing collected yet |
Google Ads paid · connected, read only | ₹1,50,000 | ₹1,68,400Recordover by ₹18,400 — nobody approved it | 47B | 6 | 0 | ₹0Record | ₹1,68,400 spent, nothing collected yet |
Webinars event | ₹25,000 | ₹22,000Record | 38B | 1 | 0 | ₹0Record | ₹22,000 spent, nothing collected yet |
Referrals and partners relationship | ₹0 | ₹0Record | — | 4 | 2 | ₹51,00,000Record | free |
Email — the list owned · connected, read only | ₹12,000 | ₹12,000Record | 31B | 3 | 0 | ₹0Record | ₹12,000 spent, nothing collected yet |
LinkedIn
Corto reads post reach and profile visits — read only
LinkedIn counts 214; 11 reached the door.
LinkedIn counts 214 'engagements'. Eleven people actually wrote in. One became Vaayu Retail. The 214 is what the platform shows the person who pays for it.
Search — organic
Corto reads Search Console: queries, impressions, clicks
Ranks fourth for 'warehouse integration partner india'. Nine form fills, all real, none closed yet — the oldest is six weeks in the pipeline.
Google Ads
Corto reads spend, clicks, the platform's conversion count — never a bid
Google Ads counts 47; 6 reached the door.
Over plan by ₹18,400 and nobody approved the overrun — the daily budget was raised in the console on 12 August, which Corto can see and could not have stopped. Six enquiries from 47 claimed conversions; none qualified.
Webinars
Corto reads registrations, from the form
Webinars counts 38; 1 reached the door.
38 registered, 19 attended, one replied. A webinar is a list-building exercise that reads as a lead-generating one.
Referrals and partners
Corto reads recorded on the enquiry
Four enquiries, two customers — Northwind came through a former colleague of Anjali's. The channel with no budget line produced most of the money.
Email — the list
Corto reads sends, opens, unsubscribes; every send goes through the outbox
Email — the list counts 31; 3 reached the door.
The platform counts 31 'clicks'. Three replies. And 41 unsubscribes over the quarter, which nobody had looked at.
For a company like this, marketing IS the growth engine: the case study is the sales deck, the webinar is the list, search is the door. What Corto adds is the part none of the platforms can — the line from a post to an invoice, and the list of who may actually be written to.