Why Cost per Lead is a Bad Way to Measure Your Return on Lead Generation Efforts
Pointclear
AUGUST 11, 2016
Marketing must align its B2B lead generation activities and resources with deeper-in-the-funnel outcomes. Tie B2B lead generation activity to overall revenue and profits. Cost-per-lead is not the correct metric for measuring marketing initiative success for the following reasons: It incorrectly incents volume over quality.
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