Capital Sourcing Partners · Free Marketing Audit

What is your raise actually costing you?

The Marketing Performance Audit

Enter what you know about your current raise. We'll look beyond traditional marketing metrics to uncover capital opportunities your current marketing company may be failing to measure or capture, and show you why an Accredited Investor Acquisition System (AIAS) may be the missing piece in your capital raising strategy.

Step 1: Your raise

Your raise, as reported

These are numbers you already know. Set them to your actuals.

Before anything else
How do you currently acquire investors?

This sets the comparison below, we won't assume it's an agency if that's not what you're running.

$250,000
What you've spent acquiring investors so far
$10K$2M
$8,000,000
Total capital closed against that spend
$500K$100M
$125,000
Average commitment per closed investor
$10K$1M
$85
What your platforms report per lead
$20$300
$150
What it costs you to get one qualified call on the calendar
$20$1,000
8%
Share of leads that become a closed investor
1%50%
What you're paying beyond ad spend

Ad spend is one line item. Most agencies also charge a monthly retainer, a setup fee, and pass through the cost of the CRM and phone system needed to run the campaign. If any of these are $0 for you, leave them there.

$5,000
What you pay your marketing company each month, separate from ad spend
$0$20K
$5,000
One-time fee you paid to get the campaign started
$0$25K
$500
CRM, phone system, dialer, and any other software billed to run this campaign
$0$5K
6 months
How long the retainer and tech costs above have been running
1 mo36 mo
Fee structure
Does your marketing company also charge for leads, on top of a retainer?

Some agencies work on retainer. Others charge per lead, per booked call that shows, or some combination. Turn on whichever applies, leave both off if you're on a flat retainer only.

They charge per lead
A fee for every lead generated, on top of or instead of a retainer.
They charge per booked call that shows
A fee for every qualified call that gets on the calendar and actually shows up.
Step 2: The fuller picture

What most raise reports don't calculate

Cost per lead and close rate only tell part of the story. The greater opportunity may exist in the capital your current marketing company is not measuring or actively pursuing: stalled investors, referrals, repeat investments, and additional allocations across your offerings. We start with industry benchmark assumptions. Adjust them if you have your own numbers.

35%
Share of investors expected to commit again
0%100%
3 years
Years over which repeat and referral capital is projected
0.30
How often a retained investor introduces a new one
010 / yr
40%
Share of referrals that actually invest
0%100%
Tracking practices
Three questions that change everything below
Do you track your qualified pipeline, not just closes?
Most raise reports count only who signed. If you track the full qualified pool a close was drawn from, tell us the number instead of the benchmark.
Do you track referral-sourced capital from existing investors?
Capital an existing investor brings in through a referral rarely gets attributed back to the campaign that first acquired them. If you track it, enter the total.
Do you track your cross-funded investors?
Investors who invest in more than one fund you offer. If someone closes on Fund A and later puts money into Fund B, that's capital your original campaign helped generate, but it almost never gets credited back to it. If you track it, enter the total.
Qualified-to-close ratio Benchmark, used when pipeline isn't tracked
Out of everyone who reached qualified status, a real, serious conversation, not just a raw lead, this is the percentage who actually became an investor.
30%
5%100%
Cross-fund rate Benchmark, used when cross-funding isn't tracked
Share of closed investors who go on to invest in another fund you offer.
20%
0%100%
Your audit is calculated
What your ad spend alone shows
Just the media budget
n/a
What you actually paid
Ad spend, plus your retainer, setup fee, and tech stack
n/a
A few additional factors worth a closer look

These are a handful of the factors that can meaningfully shift these numbers, not an exhaustive accounting, but enough to be worth walking through together.

People who were interested but never invested
Real relationships your agency already paid to reach, then never followed up on. We conservatively assume 15% could still be won.
n/a
New investors your current investors would refer
Capital your agency isn't earning because no referral system exists to generate it. We conservatively count half.
n/a
A second check from an existing investor
Capital your agency isn't earning because no one follows up to develop repeat investment. Same conservative discount, we only count half.
n/a
An investor who also puts money into another fund you offer
Capital your agency isn't earning because no one is pursuing cross-fund relationships. Same conservative discount.
n/a
Estimated total, beyond ad spend
n/a

Full line-by-line math, plus your reported vs. true numbers, is below.

This capital does not close itself. Stalled investors must be reengaged, referrals followed through, and existing relationships developed at the right time. Most raise programs lack the system to do this consistently. AIAS was built to capture the capital they leave behind.

Unlock the full breakdown

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Your full audit

What you're actually paying

Most agencies show you ad spend and stop there. Here's what it actually cost to raise this capital, once the retainer, setup fee, and tech stack are added in.

What your agency shows you
Ad spend only
Ad spend
n/a
Cost of capital, ad spend only
n/a
What you actually paid
Ad spend + retainer + setup + tech stack
all-in cost
Retainer paid to date
n/a
Setup fee
n/a
Tech stack paid to date
n/a
Per-lead fees if applicable
n/a
Per-booked-call fees if applicable
n/a
Total all-in cost
n/a
True cost of capital
n/a
Difference from ad spend alone
n/a

n/a

The full audit

What your reporting shows vs. what your agency isn't pursuing

Same inputs, two very different pictures of what's actually being earned.

The industry-standard model
What your reporting currently shows
cost-per-close
Closed investors
n/a
Implied leads needed
n/a
Cost per investor KPI
n/a
Reported cost of capital
n/a
Close rate used
n/a
Cost per lead used
n/a
Implied booked calls
n/a
Cost per booked call used
n/a
AIAS, Accredited Investor Acquisition System
AIAS methodology
What your current agency isn't earning for you
full relationship
Qualified investors in pipeline
n/a
The full qualified pool your closes were drawn from.
True acquisition cost IAC
n/a
Ad spend ÷ qualified investors, the real cost of everyone your agency already reached, not just the ones they closed. IAC measures cost per qualified investor and is distinct from CACa, which measures total expense against capital committed.
Capital efficiency ratio CER
n/a
Capital raised ÷ ad spend.
Referral capital not being earned
n/a
Capital your investors would refer if your agency had a system to develop it. Not currently being pursued.
Repeat capital not being earned
n/a
Follow-on capital from existing investors, over your horizon. Not currently being pursued.
Stalled pipeline capital not being earned
n/a
Real relationships your agency already paid to reach, then never followed up on.
Cross-funded capital not being earned
n/a
Capital from investors who'd fund another offering of yours, if anyone were pursuing it.
The performance gap

Your capital, across all four acquisition models

Same ad spend. Same raise. What changes is what happens to the relationship after the close, shown here for your actual model, plus the other two for context.

n/a
Traditional agency
Relationships bound to campaign scope and duration
n/a
In-house team
Depends on employee capacity and internal systems
n/a
Outsourced / overseas
Fragmented across vendors, contracts, and platforms
n/a
With AIAS
At least 2× a traditional agency's output, on CSP's experience

n/a

A separate question: what does each model cost to run?

The bars above show capital produced. This is a different number entirely, what it costs to get there. They shouldn't be read off the same scale.

Traditional agency
n/a
In-house team
n/a
Outsourced / overseas
n/a
n/a
n/a
n/a
Why this happens

n/a

Stalled investors
n/a
With AIAS: the relationship stays inside the IAV for continued monitoring and reengagement at any stage.
Referrals
n/a
With AIAS: referral opportunities are identified, attributed, and incorporated into the growing investor ecosystem.
Cross-fund opportunities
n/a
With AIAS: investor intelligence supports identifying the right opportunity across every offering you run.
Repeat investment
n/a
With AIAS: existing investors remain part of the IAV for continued relationship development and future allocations.

The money is spent in every model. The difference is what remains after it's spent.

Cost of capital

Reported vs. what it could be

Reported today
n/a
Ad spend ÷ capital raised. What your current reporting shows.
→
If referral capital were actively pursued
n/a
Same ad spend, divided across the larger total your fund could be earning, not what it's earning today.
n/a
What the cost-per-close model misses

Reported performance vs. actual performance

Your reporting counts
n/a
Investors officially "closed"
→
Your program produced
n/a
Everyone who reached a real, qualified relationship
n/a
Your reporting values each investor at
n/a
Just the initial check
→
Full value per investor, if developed
n/a
Check + expected repeat capital + referrals (ILV)
n/a
Reported cost per investor
n/a
Ad spend ÷ closed investors only
→
True acquisition cost
n/a
Ad spend ÷ the full qualified pipeline
n/a

This is capital your current marketing partner isn't earning for you. AIAS was built to identify it, pursue it, and close it.

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