Objective 03 of 12
Acquire customers
Increase the rate and efficiency of acquiring new customers.
- New customers
- Customer acquisition cost (CAC)
- Lead volume
- Conversion rates
- Pipeline growth
- How do we acquire customers more efficiently?
- Where do our best customers come from?
- What limits acquisition today?
- Marketing campaigns
- SEO improvements
- Referral programs
- Partnerships
- Sales-process improvements
Frameworks that serve this objective
Primarily- Market Segmentation Map A partition of the market into groups that buy for different reasons, with different economics.
- Jobs-to-be-Done A reframing of what customers are really hiring the product to do — and who they’re really choosing between.
- Persona Profiles Composite portraits of the distinct customer types the business actually serves.
- Perceptual / Positioning Map A 2×2 that plots you and your competitors on the two dimensions customers actually use to choose.
- Competitive Landscape Matrix A side-by-side of you against 5–10 rivals across the dimensions customers care about.
- Value Proposition Canvas A check on whether the offer actually fits the customer’s jobs, pains, and gains.
- Opportunity Solution Tree A top-down tree from a single outcome, through customer opportunities, to solutions, to the experiments that test them.
- Unit Economics (LTV / CAC / payback) The economics of a single customer — lifetime value, acquisition cost, and how long until payback.