Why Measuring Success on Cost Per Lead is a Huge Mistake
Pointclear
FEBRUARY 16, 2017
Cost-per-lead is not the correct metric for measuring marketing initiative success for the following reasons: It incorrectly incents volume over quality. It adds cost and creates inaction when sales execs discover the leads don’t meet criteria. It incorrectly emphasizes cost over ROI value. Cost-Per-Opportunity (Cost-Per-SQL).
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