Lead generation, typically a process that’s driven more by marketing, represents both inbound and outbound efforts to gather leads—potential customers—who’ve expressed interest in your product or services through actions like visiting your website, subscribing to blog content, joining a course or downloading an eBook.
Progressing naturally, sales prospecting activities tend to be much more warm than lead generation, and are directed toward efforts that are intended to convert your existing leads into paying customers. Sales prospecting activities include outbound calling and emailing to your leads, with hopes of nurturing them into becoming buyers.
- Customer Acquisition Cost measures the cost of acquiring a single new customer.
- CPA measures the amount you spend to to get any sort of conversion
- Make your CRM work smarter, not harder, as costs vary from channel to channel.
“Though they sound the same, CPA is different. It measures the amount you spend to to get any sort of conversion (as you define it, like Ebook downloads, consults, free trials, etc.. So it will be up to you to identify what a conversion looks like.”