Channel & GTM Profitability Intelligence

BrightPath Health — Fully loaded selling cost & channel economics

Blended GTM ROI
2.1×
+0.3× vs Q3
Direct Margin
41%
+2.1pp QoQ
Partner Net Margin
28%
-1.4pp QoQ
Marketplace SKU Viability
76%
24% SKUs negative

Contribution Margin by GTM Channel

GTM Spend Efficiency Trend

Sales Productivity: Margin per Rep

Partner Net Margin After Rebates & Fees

Partner Gross Margin Co-op Rebate Slotting Fee Volume Rebate Net Margin
Whole Foods38%-4%-2%-3%29%
Target36%-5%-1.5%-2.5%27%
CVS Health34%-3%-2.5%-2%26.5%
Sprouts40%-6%-1%-4%29%
GNC35%-4.5%-2%-1.5%27%
Walgreens33%-3.5%-3%-2%24.5%

Marketplace Take-Rate Impact on SKU Profitability

Channel Mix Shift Impact on Blended Margin

Blended CAC by Channel

Inside vs Field Cost per Deal

Inside Sales
$340
Field Sales
$1,820
5.4× cost differential

GTM ROI Index (4Q Rolling)

Underperforming Channels (ROI < 1.5× for 2Q)

Amazon Marketplace — Premium SKUs 0.8× ROI
Referral fee 15% + FBA 22% = 37% take-rate makes 24% of SKUs structurally unprofitable. Contribution margin -3% to -12% on high-end bundles.
Action: Pause Amazon ads for bundles >$75 retail; shift to direct subscription funnel.
Field Sales — SMB Segment 1.3× ROI
$1,820 cost per closed deal vs $412 avg deal value. LTV:CAC 1.3× on 18-month payback.
Action: Redirect SMB leads to inside sales; field focuses on enterprise (AOV >$2K).

Budget Reallocation Recommendations

Direct Subscription +$240K
3.4× ROI — scale paid social & email nurture
Inside Sales — Enterprise +$120K
2.8× ROI — hire 2 BDRs for outbound
Amazon Marketplace -$180K
0.8× ROI — pause premium SKU ads
Field Sales — SMB -$90K
1.3× ROI — reallocate to enterprise
Attribution Model: Last-touch weighted 60% / First-touch 40% | Commission Accrual: As of Dec 15, 2024 | Data as of Q4 2024