Tap Into the US Market Faster

Exercises

Exercise 5: How did you actually acquire each of your customers?

Take the list of accounts that you created in the previous activity and map backwards each customer’s acquisition path step by step in the following order:

1. From lead creation to qualification. Gather the following information:

  • Who brought the lead and how? Inbound or outbound? What was the channel?
  • How many touch points did it take to qualify the lead?
  • What type of touch points?
  • What kinds of sales and marketing material were used?
  • Who did what?

2. From lead qualified to deal won, gather the following information:

  • How many touch points did it take to close the deal?
  • What type of touch points?
  • What kinds of marketing and sales materials were used?
  • Who did what?

3. What is the length of the sales cycle for each customer?

4. What customer type had the shortest sales cycle? Why? What customer type had the longest sales cycle? Why?

Use the following template spreadsheet for mapping your customer acquisition or any tool that supports such functionalities.

 From Lead Creation to Qualification Lead Qualified to Won Deal
Customer Name Lead Source # of Touch Points Type of Touch Points Links to the Material Used Saleperson Responsible # of Sales Touchoints Type of sales Touchoints Links to Sales Material Used Sales Cycle (Days) Notes

Who should perform this task:

Founder | Head of Sales | Marketing Manager

Kaya Kwasniewska