How to Value B2B Leads — CPL vs Close-Rate | Revenue Dynamics - Episode 2
Nearly the entire marketing budget in a sales-led B2B organisation goes towards one thing: a flow of leads that sales can engage, close and turn into revenue. Yet surprisingly little thought goes into what a lead is actually worth. The conversation tends to stop at cost per lead, an efficiency question, when what matters is how likely sales is to turn that lead into revenue, and at what cost. As Dale W. Harrison puts it, nobody cares how many MQLs you generated.
In Episode 2, Dale W. Harrison and Jamie Hendrie take apart the economics of the B2B lead: how little control marketing has over…
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