Why "Cost Per Lead" Is The Wrong Question
What Works - What Doesn't
JUNE 22, 2010
Ask anyone selling marketing software or services what their “cost per lead” is and you’ll get a different, and self-serving, answer. But you’re actually asking to be bamboozled because you haven’t defined a “lead.” Naturally, the price goes up the better the “lead” is. But identifying which “leads” have the right other products to make them a good lead boosts the cost closer to $80.