Contribution margin after marketing (CMAM) measures how much money is generated per unit retailed after factoring in a company’s variable costs, along with marketing costs.

It’s analogous with contribution margin, however, a business must factor in marketing costs the company experiences when publicizing a good to likely consumers with details on the business’ wares. This metric determines how well net sales can satisfy expense obligations and what percentage of net sales may remain to satisfy fixed expenses.

Comparing Variable Versus Fixed Costs

Variable costs, as the name implies, are expenses that rise and fall according to output quantities. Fixed costs, conversely, are expenses that don’t change despite variation of production quantities. Understanding these concepts is helpful when calculating CMAM to see how both types of expenses impact the different calculations.

CMAM = Sales Revenue – Variable Costs – Marketing Expense

It can also be determined on a per-unit basis to help a business understand how a single product unit contributes to the company’s comprehensive profits. One can calculate the CMPU (contribution margin per unit) as follows to provide a more granular analysis:

CMAM/Unit = Sales Revenue/Unit – Variable Expenses/Unit – Marketing Expense/Unit

What separates variable costs (including marketing expenses) from the sales revenue is CMAM. The balance is profit along with fixed costs. To calculate if a business saw a net loss or profit, the formula is:

Net Operating Profit = CMAM – fixed costs

If a profit is reported after subtracting variable costs, costs to market, plus fixed costs, it means a business or specific department is profitable. If it’s negative, the business sees a loss that won’t enable it to pay its bills.

Illustrating CMAM

When it comes to a company producing widgets, the following is already known. Variable costs for production for a single widget are detailed below:

• $2.25 for unprocessed inputs
• $1.80 firsthand production expenses
• $0.50 power
• $0.40 freight expenses
• $4,500 business equipment rentals
• $6,000 factory rent
• $30,000 management salary
• $10,000 marketing costs

Each widget costs $10, and the business sold 30,000 last year. Therefore, it’s calculated as follows:

CMAM = Sales Revenue – Variable Costs – Marketing Expense

Sales Revenue = $10 x 30,000 = $300,000

Variable Costs = ($2.25 + $1.80 + $0.50+ $0.40) x 30,000 = $4.95 x 30,000 = $148,500

CMAM = $300,000 = $148,500

The next step is to calculate net operating loss or profit: we take CMAM ($148,500), then subtract fixed costs:

$148,500 – ($4,500 + $6,000 + $30,000)

$148,500 – $40,500 = $108,000

Based on that calculation, the company producing widgets realized $108,000 for its net operating profit last year. The next section will discuss how businesses can use this information to improve their operations.

Using CMAM for Business Analysis

Managers use this metric to determine the viability of a product. If there are multiple iterations or options of a product, it can help managers determine which product sells the best and rank them if there are multiple versions of a widget. Businesses can analyze each unit’s contribution margin for each version of a widget to determine which versions provide the greatest option for profitability. Depending on the outcome, the company may choose to produce only the most profitable one or two widgets.  

When it comes to the CMAM, businesses that use it for analysis can increase their sales efficiency for the present and future.

According to the Federal Reserve Bank of St. Louis, collection agencies saw $16.28 billion in revenue in 2019. While revenues have declined somewhat in recent years, unpaid invoices are still big business. Accounts receivable aging reports can help companies identify and mitigate unpaid invoices and potentially lower a business’ need to send unpaid invoices to collection agencies.

An accounts receivable aging report analyzes how well a company manages its accounts receivables (AR) and identifies the level of any abnormalities. It looks at receivables based on their age; specifically, the time the invoice has been unpaid and outstanding. Then, once receivables have been analyzed for non-payment based on different time frames, the business can determine whether to follow up with the customer, send it to collections, or write the invoice off.

Whether it’s created manually through a spreadsheet or done in conjunction with accounting or billing software, either way the AR aging report takes data from the company’s accounts receivable ledger. The following is a general overview of how to create this report:

Step 1: Aggregate invoices and determine if any credit memos or outstanding adjustments on outstanding invoices need to be addressed first.

Step 2: Create time frames for the invoices, be it buckets such as: 1. 0-30 days. 2. 31-60 days. 3. 60+ days. These can be referred to as “aging buckets” to categorize the invoices.

Step 3: Ensure fields for customer information, invoice details, invoice amounts, notes, etc., are ready for the information to flow into.

Step 4: Calculate unpaid invoice balances and group them by customer and time frame.

While this is only an example and can be modified based upon the company’s needs, it’s a starting point for further analysis. From there, along with updating the report on a monthly, quarterly or annual basis, the company can identify how to improve its cash position by determining its weak points.

One important consideration, especially for businesses with high levels of old, uncollected receivables, is that the company’s collection practices can be re-evaluated more effectively. The analysis can show that some customers take too long, and the company needs to be more proactive in following up with them sooner. It can also convey the need to incentivize their collections with early payment discounts.

This data also enables a company to identify customers who have outstanding payments and assess the associated risk to the company’s credit rating. Especially for publicly traded companies, and even for private equity investment evaluations, investors can see how competitive or not their credit rating is compared to similar companies in the same industry. When analyzing customers, it may be necessary to tighten terms or simply stop doing business with the customer.

Companies can offer pre- or early payment terms, with discounts available to customers who pay their invoices upon receipt or within a certain time frame. During challenging conditions for a particular sector or for the economy overall, businesses can set up payment plans to maintain positive relations with certain customers.

While there’s no perfect accounts receivable aging report, an effective one will organize, identify, and reduce the likelihood of increasing numbers of unpaid invoices.

Sources

https://fred.stlouisfed.org/series/REVEF56144ALLEST