Measuring Cost per Lead can be costly…very costly!

I have had countless discussions with marketing leaders regarding the KPI’s they use to measure their programs and am continually surprised at the value placed on “Cost per Lead”. I have been approached by marketing services firms as well that promote their ability to drive higher demand at a lower cost than their competitors. What these companies sometimes failed to recognize is that driving your program to this metric can end up costing you much more than you realize. This true story will help you understand what I mean. Two different businesses are exhibiting at the same show, Exhibitor #1…