The New Rules of Lead Generation

Step 5: Measure Your Results

With cold calling, measuring success is a lot less straightforward than with other lead-generation tactics. When you calculate your CPA, you not only need to include the cost of the contact list you buy, but also the cost of the employee doing the cold calling. Although many of the costs are tangible, it can become a slippery slope. Let’s say you pay each cold caller $3,000 per month (or $36,000 per year), and each caller generates an average of 1,000 leads per month. You can argue that each caller contributes $3 to the CPA. But wait! Are you adding in things like computer and telephone costs, office space allocations, taxes, benefits, the average two complimentary soft drinks each employee takes per day from your ...