The complete glossary for marketers
How much value you expect each lead to generate. A simple measure of value per lead is to divide your budget by the amount of leads generated.
Converting and generating leads is a start, but you need to know the value of those leads to determine if they warrant further investment. Some CRM systems will trace a lead through the entire length of a sales cycle. On a granular level, it’s useful to know exactly what percentage of leads from your different referring sources convert into paying customers.