eCommerce Sales Sales Funnel 
Andrew Chen
DECEMBER 20, 2016
CPA would be used for leading indicators to CAC, such as Cost Per Lead, Cost Per Sales Qualified Lead, Cost Per Trial or other points in the marketing and sales funnel. Key Question #1: How long between your marketing/sales touch points and when someone becomes a customer? Example 2: SaaS Company w/ Inside Sales.
Harvard Business Review
JUNE 4, 2018
Whether managing sales funnel conversions or customer journey touch-points, marketers will spend less time searching for answers than weighing recommended alternatives. Empowered by supervised and unsupervised machine learning, that virtuous recommendation cycle will drive customer insight and growth.
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