In search of a better measure of marketing success

04/27/2012 | (U.K.)

The continuing use of a cost-per-lead model within companies has led to a misconception of the marketing department as a cost center, not as a revenue generator, writes PointClear's Dan McDade. Shifting the focus to outcome-based key performance indicators rectifies the problem by more clearly identifying the revenue-generating leads that are more likely to close a sale.

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