Marketing & Business Development Flashcards

A specialist wants to estimate how much revenue an average client generates over the full relationship. Which metric should be used?

Answer: Customer lifetime value

Customer lifetime value estimates total revenue (or profit) expected from a client over the entire relationship.

Which marketing activity is best described as inbound marketing?

Answer: Publishing helpful articles that attract prospects searching for answers

Inbound marketing draws prospects in through valuable content rather than interrupting them.

What is the primary purpose of a unique value proposition?

Answer: To explain why a client should choose you over alternatives

A unique value proposition states the distinct benefit that separates you from competitors.

A prospect has downloaded a guide but has not spoken to anyone. Where are they most likely in the sales funnel?

Answer: Awareness or early consideration stage

Downloading educational content typically signals early-stage interest, not purchase readiness.

Which metric best shows the efficiency of acquiring a new client?

Answer: Customer acquisition cost

Customer acquisition cost divides total sales and marketing spend by the number of new clients won.

Why is market segmentation useful for a business development professional?

Answer: It allows messaging to be tailored to groups with shared needs

Segmentation groups buyers by shared traits so messages and offers can be targeted more effectively.

Which is an example of a lagging indicator of marketing success?

Answer: Closed revenue for the quarter

Lagging indicators measure outcomes after they occur, such as realized revenue.