We make your new customer acquisition plannable and measurable.
Winning new customers has become more demanding for many companies. Customers research independently, are increasingly difficult to reach through traditional cold calling and have often largely made their purchasing decision before they speak to sales. At the same time, data, artificial intelligence and automation open up new ways to approach the right customers at the right time.
The CustomersX Customer Acquisition Model structures new customer acquisition in four consecutive phases: Horizon, Analysis, Sales Funnel and Sales Pitch. These phases rest on a foundation of data, digital tools, processes and partners.
Horizon
Analysis
Sales Funnel
Sales Pitch
Many acquisition initiatives start with activity instead of clarity: contact lists are bought, campaigns are launched or the field sales force is given new customer targets. Without a clear focus on the right target customers and without a systematic process, however, results fall short of expectations. Our model therefore starts with the question of where the greatest growth opportunities lie and leads step by step to a convincing sales conversation.
The four phases build on each other and become more concrete with every step. The foundation ensures that new customer acquisition does not depend on individuals but becomes scalable and repeatable. The individual elements are presented in more detail below.
The first phase defines the horizon: in which markets, industries and segments do the greatest opportunities lie? Which customers fit the company’s offering and strategy? The result is a clear target picture with an ideal customer profile that forms the basis for all further steps.
Based on the target picture, concrete target customers are identified and analysed. Data from internal and external sources helps to estimate potential, recognise buying signals and prioritise target customers. This way, sales resources are focused on the customers with the highest probability of closing.
The sales funnel defines how target customers become qualified leads and ultimately opportunities. This includes alignment between marketing and sales, clear criteria for lead qualification and the use of campaigns, content and automated workflows along the customer journey.
The final phase is about a convincing appearance in front of the customer. The sales pitch translates the company’s offering into concrete value for the individual customer. With clear messages, relevant references and good preparation for the conversation, the chances of turning a first contact into an order increase.
The four phases only work on a solid foundation. Our model distinguishes four layers:
Data: a clean and up-to-date database on markets, customers and contacts
AI, Digital Tools, CRM + Automation: tools that make analysis, outreach and follow-up efficient
Processes + Workflows: defined procedures and responsibilities from target customer selection to closing
Partners: networks and partnerships that open up access to new customers
In practice, companies often invest heavily in individual phases, such as new tools or campaigns, while other phases receive little attention. If, for example, a clear target picture is missing, even the best campaigns are aimed at the wrong customers. Likewise, AI and automation only take effect if the data basis is right and the processes are clearly defined.
With our Customer Acquisition Model, we work with you to analyse where your new customer acquisition stands today, identify the biggest levers and build a systematic acquisition process. The model complements our Sales Excellence Model and focuses specifically on growth with new customers.
There have never been more sales channels than today, and the complexity that comes with them. As a specialised consultancy, we support you in shaping the coming transformation successfully. On the basis of our Sales Excellence approach, we can systematically determine your strengths and weaknesses in sales and unlock the existing potential together.
The Customer Acquisition Model is part of our Sales Excellence approach. Learn more about the four dimensions of excellent sales.
