what is the right balance between calling more frequently and managing the time invested per lead? The y-axis attempts to answer this question. The y-axis plots the profitability of calling a lead the number of times denoted on the x-axis. Whichever call attempt volume yields the highest profitability is the ideal per-lead call volume we are looking for. In this example, Figure 12.2 illustrates that the optimal number of times to call a small business lead is five. For mid-market leads, the optimal number of call attempts is eight. For enterprise companies, the optimal number of call attempts
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