Customer acquisition management is a set of techniques used to manage customer prospects and inquiries generated by marketing. Customer acquisition management can be considered the connection between advertising and customer relationship management to acquire new customers.^[1]

Customer acquisition management has similarities to lead management. Sometimes missing from lead management definitions, but always included in customer acquisition management, is a closed-loop reporting system.^{[citation needed]} Such a reporting system typically allows the organization to quantify the effectiveness of results of various promotional activities.^{[citation needed]} This allows organizations to realize improvements in both promotional activities and customer acquisition systems. Like lead management, customer acquisition management creates an orderly architecture for managing large volumes of customer inquiries, or leads.^{[citation needed]}