The more data a company has on its customers, the better it can deploy its precious resources. A robust customer list involves a database of every person or company that has ever interacted with the business in some way. Under the theory of “they don’t walk onto the lot unless they want to buy,” a customer list assumes each interaction may lead to a future sale. Such interactions could include anything from clicking on a Google ad or casually glancing at a billboard to making a purchase or subscribing to services. A customer list is a valuable intangible asset because it paints a clear picture of the total addressable market and allows for strategic decisions that boost the value of each investment.