Take Action
Home | Faculty & Research Overview | Research
Research Details
Show Me the Money, Not Just the Customer
Abstract
Argues that targeting customers is not useful unless they have a budget to allocate to your product or services. Introduces the concept of Total Addressable Spend to focus attention on how customers will pay for your new product/service.
Type
Article
Author(s)
Date Published
2020
Citations
. 2020. Show Me the Money, Not Just the Customer.
KELLOGG INSIGHT
Explore leading research and ideas
Find articles, podcast episodes, and videos that spark ideas in lifelong learners, and inspire those looking to advance in their careers.
learn more
COURSE CATALOG
Review Courses & Schedules
Access information about specific courses and their schedules by viewing the interactive course scheduler tool.
LEARN MORE
DEGREE PROGRAMS
Discover the path to your goals
Whether you choose our Full-Time, Part-Time or Executive MBA program, you’ll enjoy the same unparalleled education, exceptional faculty and distinctive culture.
learn more