Sat.Apr 21, 2012 - Fri.Apr 27, 2012

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The Cost-Per-Lead Fallacy in Measuring B2B Lead Generation Investments (Pt 1 of 3)

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As much as marketing and sales best practices—not to mention just plain common sense—dictate that cost-per-lead not play a prominent role in managing and measuring B2B lead generation investments, the metric continues to prevail. I included the following in a blog on the cost-per-lead metric I wrote in the summer of 2010: “I continue to marvel at the high number of companies that only use cost-per-lead as a basis for lead generation buying decisions.