In-class Assignment 11 A. Match the following by drawing an arrow from each step in Column 1 to the appropriate activity in Column 2: Journey Activities in a B2B Air-Conditioning System Company Stage Awareness Company requests customer to leave online review, serve as a reference, or participate in a white paper. Interest Company sends message to members of building owner email list or participates in a trade show. Consideration Company communicates total value of the offering to lead and how this lead compares to the competition, often with a proposal written to meet the opportunity needs and specifications. Preference Company becomes aware of prospect when the prospect requests information from company. The company addresses inquiry while also collecting information to qualify the prospect (i.c., to determine if the lead is worthy of additional company attention). If so, the prospect becomes a lead Purchase Company receives a signed purchase order from customer to continue providing air-conditioning services. Reevaluation Negotiations occur between company and lead. Lead obtains internal approval for purchasing Loyalty Company receives a signed purchase order from lead who now becomes a customer in exchange for air-conditioning services for the year. Advocacy First year of services is close to ending so company sends customer updated proposal to continue services. B. Match the following by drawing an arrow from each metric in Column 1 to the appropriate example in Column 2: Key metrics Example? Stage-to-Stage Conversion Rate Days spent in Preference = 30 days Sales Cycle Length Cost per lead for TV = $5,000 Channel Cost-Effectiveness Expense per new customer= $2000 Customer Acquisition Costs (CACS) ROI per customer = 10 Ratio of Customer Lifetime Value to CAC Preference/consideration = 50%