Segment value · The acquisition cost · Element
The time cost
How much human effort winning one takes.
The part
What it is
Sales conversations, demonstrations, proposals and negotiation. In considered purchases this exceeds the media cost by a wide margin.
It also determines how many customers the organisation can win at all, which is a capacity question rather than a budget 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.