When times get tough many companies are forced to focus in more on performance measurement. So it’s no surprise that the words that seem to be on everyone’s lips in the leads space these days are data, measurement, metrics and ROI. Every day a new company seems to pop up with a new way of guaranteeing lead “quality”, lead integrity or sales performance. But, despite the talk, many of these companies are still waiting in the wings for the metrics revolution to take place.
Why is this? We all know that it’s the bottom line that matters. And at the end of the day we know that profitability is dictated by the ability to purchase leads that turn into sales at some definable ratio. What we are really bad at though is properly defining what the key metrics are that help us behave in a way that creates an attractive profit per lead.
