There has been much discussion in marketing and sales blogs about what is the optimum cost per “lead” which should be read as “what is the minimum cost per “lead” a marketer should pay?”

In today’s marketing pressure cooker, many consider a “lead” to be a name on a purchased list, an open or click on an email, a website visit, a white paper download, or an event registration. Marketers are under tremendous pressure to generate a large number of these kinds of “leads” at the lowest possible cost.