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If you pay for a customer, but it is taking a little too long for their subscription revenue to exceed their cost of acquisition— you will often find yourself wondering whether they are even being beneficial towards your company’s growth. It’s not the customer that’s giving you grief, it is the payback period. As growth experts would attest, the longer the payback period (which refers to the time it takes for the customer to pay back their cost of acquisition), the longer it would take for profitability to kick in. The inverse here also rings true—the shorter the payback period, the faster you…