Mistake: Overfocusing on Per-Lead Cost, and Ignoring Quality We've talked about aligning sales and marketing functions and one way to do that is with goals and metrics that make sense for both. Marketing's biggest function is providing bottom of the funnel, marketing qualified leads to sales. This is marketing's direct connection to revenue and customer growth. With a shift in focus from quantity or cost per lead to quality, we are able to leverage conversion rates, linking marketing's performance closer to sales. By keeping an eye on the conversion rate between each stage of the process you
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