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Cost per Acquisition (CPA)

Cost per Acquisition (CPA)

Noun

[kaast pur a·kwuh·zi·shn]

Cost per Acquisition (CPA) is a key performance indicator (KPI) in B2B SaaS marketing that quantifies the average expense incurred for acquiring a lead or new paid customer. It calculates the total cost spent on marketing campaigns and divides it by the number of acquired customers or conversions. CPA helps businesses evaluate the efficiency and profitability of their marketing efforts in order to optimize strategies and maximize ROI.

Example: The finance team asked Marco to measure the cost per acquisition for his marketing campaign in order to measure the impact of it on the company's quarterly revenue.

More Partnership terms beginning with
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Certification

Noun

[cir-ti-fi-kay-shun]

Certifications are acknowledgements granted to partners for achieving certain milestones. Usually, they acknowledge that a partner has completed product training and is now qualified to represent the company as a partner. They are most often earned as a part of the onboarding process, wherein the partner must learn about the vendor's product to a degree that allows them to comfortably sell/market/share it. Certifications are usually earned early on in the partner journey, but they can also be earned again after product updates or new releases that require subsequent training.

Example: Luke had received his initial product certification on behalf of his partner program shortly after joining Vento's referral program, but a significant update to the main product offering meant he'd be earning an updated certification to make sure he still knew his stuff.

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Channel partners

Noun

[ch-ann-ul part-ner]

A channel partner works with another organization to market and sell their products or services through indirect channels. Channel partners may be vendors, affiliates, resellers, value-added resellers, agencies, retailers, managed service providers, systems integrators, or other such entities. Channel partners normally undertake co-marketing efforts together.

Channel partners work together as part of a channel partner program, which help companies sell more product to a wider audience through indirect channels. A company can work with different kinds of channel partners simultaneously.

Example: Lana worked with two kinds of channel partners, affiliates and referral partners, to sell and market her company's software.

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