Compare Marketing Techniques
Based on Cost-per-Lead

The most important thing to understand, in developing your marketing or sales program, is what is meant by a "qualified sales lead." In the B2B market, the only definition that has any meaning or value at all is: An appointment (either by telephone or face-to-face) with a decision maker (or strong decision influencer) who has a need for your company's products or services, and who wants to talk with you about how you can help. Anything short of this, such as an email address, a click, a White Paper download, a BANT, a name, a business card, an exposure, or even a Webinar attendee, requires more work before it can become that all-important initial appointment. This is work that somebody has to do, and that's going to cost you more money. Once you understand this issue, and factor it in, you can then compare marketing options on an apples-to-apples basis. Use the model below to factor it in.

Cost Comparison Worksheet
Your Goals and Objectives
Objectives	Gross Revenue Target ($) (more)
Financial Assumptions	Average Sale ($) (more)
	Average Gross Margin (%) (more)
	Average Cost/Field Sales Call ($) (more)
Documentation requirements	Document each contact? (more)	Check box for "yes"
Campaign Assumptions		B2B TM	Other
Set-Up Cost ($) (more)
Incremental Hourly Cost ($) (more)
Campaign Productivity (Telemarketing Portion)	Expected dial rate (dials/hour, e.g. 15) (more)
	Expected contact rate (dials/contact, e.g. 6) (more)
	Expected Appointment Rate (contacts/appointment, e.g. 0.10) (more)
	Expected call duration (minutes/good call, e.g. 10) (more)
	Expected close rate (percentage of leads that close, e.g. 0.10) (more)

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