Is Your Target Cost-Per-Lead Realistic?

If you’re trying to drive leads for your business online, there’s one marketing metric that you live and die by: cost per lead. Now, if you’re good at your job, you know that ultimately your most important metric is your cost-per-sale or cost-per-acquisition, but more often than not, that’s directly related to your cost per lead (CPL). And, since your acquisition cost usually depends heavily on factors outside of your control (aka, your sales team), you focus on the metric you can control: cost-per-lead.