The Symphony Changed Keys

1. Take the business site perspective, and manage your multiple names per site under a site umbrella. At the site level, look at product sales by category, marketing actions/investments, and acquisition sources and costs.

2. Know your cost to acquire a new business site or individual buyer by method of acquisition — namely catalog, direct mail, outbound telesales, organic search, pay per click or others. Be clear about the site’s near-term value (one year to two years) or payback period by acquisition method or investment. Ideally, all your acquisition investments will be balanced to achieve the same dollars invested per dollar near-term value (NTV).