The document outlines a company's customer acquisition management process. It describes the customer lifecycle from visitor to loyal customer and how leads move through the stages of marketing qualified lead, sales qualified lead, opportunity, proof of concept, and closed. It then discusses building connections with customers, assessing specific needs, executing campaigns, and managing responses as part of an end-to-end customer acquisition and retention framework. Finally, it provides examples of targeting prospects, acquisition strategies, channels, and generating, converting, nurturing and scoring leads.
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