Segment value · The acquisition cost · Element
The direct cost
Marketing and sales spend attributable to winning this segment.
The part
What it is
Media, content, events and tooling, allocated to the segment rather than averaged across all of them.
Allocation is imperfect and a rough segment-level figure beats a precise organisation-level one.
The smallest level
The attributes it carries
Each attribute is one of the framework’s shared types. What a date is, and how it is written, is defined once for the whole model — the note here says what it means in this particular place.
The other elements in the acquisition cost
The time cost
How much human effort winning one takes.
LearnThe loss cost
The cost of the opportunities that did not close.
Learn