Most DTC brands are caught in a loop.
The pressure to grow is constant, and the typical playbook? Spend more. Acquire more. Try to scale faster than the budget can keep up.
But if you step back and look at growth like a system—not just a paid media sprint—you’ll realize there are smarter ways to scale. This isn’t theory. It’s how I helped a 9-figure retailer bounce back from bankruptcy and turn a profit in less than 90 days.
Let’s break it down.
The Problem: CMOs Are Over-Indexing on Acquisition
Customer acquisition is important. Of course it is. But it’s also the most expensive lever to pull. And most brands are pulling it exclusively while leaving other revenue levers untouched.
You don’t have to double your customer base to double your revenue.
You just need to understand the three multipliers that compound to drive growth.
The 3 Revenue Multipliers
This framework comes from legendary marketer Jay Abraham, and it’s still one of the simplest and smartest ways to think about growth.
There are only three ways to grow revenue:
- Increase Average Order Value (AOV)
- Increase Purchase Frequency (F)
- Increase Total Customers (C)
These don’t add. They multiply.
That means a 30% improvement in each = over 2X total revenue.
Let that sink in.
Multiplier 1: Increase Average Order Value (AOV)
This is the fastest path to more revenue per transaction. Instead of trying to sell more to new customers, start by selling more to the ones you already have.
Tactics:
- Upsells and cross-sells
- Product bundles
- Premium or limited-edition upgrades
- Free shipping thresholds to increase cart size
Even a small lift in AOV can dramatically change your paid media efficiency.
Multiplier 2: Increase Purchase Frequency (F)
One purchase is good. Multiple purchases? That’s how you build a business.
If you’re only focused on acquisition, you’re leaving a goldmine of repeat revenue untapped.
Tactics:
- Launch a loyalty program
- Introduce subscriptions (where relevant)
- Set up post-purchase email flows and win-back campaigns
- Reduce time between purchases with time-based offers
Make it easier for your best customers to come back sooner and spend again.
Multiplier 3: Increase Total Customers (C)
Yes, you still need to acquire new customers. But acquisition gets cheaper when your AOV and frequency are working. You can afford to spend more per lead, and you’ll make it back faster.
Tactics:
- Tap into new channels (influencer marketing, affiliate, retail partnerships)
- Expand targeting in your paid campaigns
- Build a referral or ambassador program
- Test high-intent organic content and SEO for sustained long-term growth
Acquisition gets all the attention, but when it’s supported by the other two levers, it’s much more effective.
Final Thought: You Don’t Have to Work Harder to Scale
You just have to think smarter.
If your team is drowning in tactics but starving for results, take an hour to revisit these three revenue multipliers.
Ask:
- How can we lift AOV by 15%?
- How can we get more second purchases?
- What customer segments are we ignoring?
Small improvements across the board beat a singular focus on acquisition.
Growth is math. And this formula? It compounds fast.
Need help identifying your biggest revenue lever? Let’s take a look together. Get in touch.
Hi There! I’m Scott, and I am the principal consultant behind Stratus Analytics. I’ve have been providing freelance digital marketing services for over 20 years. DISCLAIMER: Due to my work in the packaging industry, I unforunately cannot take on freelance clients within the packaging manufacturing space. I do not want to provide disservice to your vision or my employer. Thank you for understanding.