The cost per lead fell 40%. The cost per customer rose £900.

Marketing is hitting its numbers, sales says the leads are worse, and finance can see acquisition cost climbing. All three can be right at once.

By Steve 5 min read
Abstract bridge artwork for The cost per lead fell 40%. The cost per customer rose £900.

A marketing report shows cost per lead down from £30 to £18 over two quarters. Volume is up. The channel dashboard is green. Meanwhile the sales team says the leads are worse than they were a year ago, and the finance view shows cost of acquiring a customer moving in the wrong direction. Nobody is lying. The three views are measuring different things, and the metric that would reconcile them is usually the one nobody owns. Cost per lead is seductive because it is fast, controllable and attributable. You can…

Keep reading for free

Create an account to read the rest.

The whole library is free. No card, no subscription, no trial that quietly ends. An account simply lets us know who we are writing for, and opens every article from here on.

  • Every article, in full, at no cost
  • New articles published every weekday
  • Takes about twenty seconds
Create a free account I already have one

Free means free. We will not charge you for the library, and you can read as much of it as you like.

Important: General information only. Rialto Bridge articles describe patterns and considerations that may apply to a business; they are not financial, legal, tax or accounting advice, and they take no account of your particular circumstances. Consider your own situation and seek advice from a qualified professional before acting.

More on Marketing

Scroll to Top