"Seeking a low cost-per-lead sets you up for the wrong goal. Your real goal should be to win a profitable customer at the lowest possible cost." - Claire Elizabeth, Falling Into The "Cost Per Lead" Trap
Answer: Use your customer Lifetime Value (LTV) & Lifetime Profit (LTP) along with the average lead quality (lead conversion rate) as a guage to determine how much a qualified lead is truly worth.
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