Organic users typically have a higher NPV, a higher conversion rate, a lower churn, and more satisfied than customers acquired through marketing spend.
Although projects that have a positive NPV suggest profitability, you want to pick companies that look beyond a positive number by setting a target profitability.
Another survey revealed that 78 percent of managers would reject an NPV (net present value)-positive project if it would lower quarterly earnings below consensus expectations, and 80 percent would focus on this short-term metric at the expense of building long-term shareholder value.