What Is the Best Way to Measure Customer Acquisition Costs in B2B?

When you measure the cost to acquire a customer, should you use narrow measures that only include the direct costs associated with getting a new customer, or should you go broad and include every cost used in your sales and marketing?

In B2B, the customer journey is extremely complex so we'd expect that measuring the cost to acquire a customer to be equally complex.  

This week, Andy & Brian talk about the challenges of getting CAC measured correctly in B2B.

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