Jared Blank
When you measure the cost to acquire a customer, should you use narrow measures that only include the direct costs associated with getting a new customer, or should you go broad and include every cost used in your sales and marketing?
In B2B, the customer journey is extremely complex so we’d expect that measuring the cost to acquire a customer to be equally complex.
This week, Andy & Brian talk about the challenges of getting CAC measured correctly in B2B.
Best practices for getting your system implementer to build the (admittedly) complex B2B commerce functionality you want on time and on budget.
We continue our Practitioner Interview Series with Steven Baruch, former EVP & Chief Strategy and Marketing officer at MSC Industrial Supply, a $3 billion industrial equipment distributor.
Sales teams are typically motivated by financial incentives, and if senior leadership doesn’t create a compensation plan that drives sales to support digital initiatives, it’s unlikely that they’ll support digital initiatives.