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This explanation of the customer journey is fantastic, the graphic really helps explain this process

Annual goals matter. Trying to plan twelve months of execution usually doesn’t. This post explains the difference between goals and plans, why quarterly planning works better for real businesses, and how to use a 90-day framework to stay focused without feeling behind.

Scaling a startup takes more than performance marketing. Ads and campaigns can prove demand, but they won’t sustain growth on their own. Investors and customers alike look for signals of staying power: customer lifetime value (LTV), referrals, and loyalty programs that show people come back and bring others with them. If you’re not ready to measure and talk about these honestly, you may be sweeping a critical growth risk under the rug.