Cost-per-lead measurements are irrelevant unless we can answer another fundamental question first, “What is our rate of lead acceptance (a.k.a. sales pursuit) into the sales pipeline” and then “What is the cost per opportunity?”
Sadly, a lot of marketers tend focus on cost-per-lead because they really don't know what happens to their leads after they hand them off to their sales team. This is why closed loop feedback and lead management are so important.
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