Customers come to you though any number of processes, and this is something that can be studied. If you know how many customer acquisition processes you have and how well each works, you can do sensible things:

  • You can make it easier for people to become customers
  • You can drive up sales by putting more resource into the acquisition processes that work.
  • You can stop doing things that don’t generate customers.
  • You can test new acquisition processes.

And don’t imagine that ‘customer acquisition processes’ necessarily means what you do in marketing!