Key Takeaways
- Optimizing cost per lead (CPL) destroyed revenue because CPL ignores lead quality and conversion rates.
- Cost per deal (CPD) accounts for both acquisition cost and lead quality—it is the superior marketing metric.
- PPC leads at $120 CPL closed at 3.2% ($3,750 CPD)—far more profitable than SMS at $25 CPL with 0.8% close rate ($3,125 CPD).
- Metric selection matters more than metric accuracy—precisely tracking the wrong metric leads to confidently wrong decisions.
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Test Your Knowledge
1.What is operational risk?
2.What is a risk register?
3.What is the Recovery Time Objective (RTO)?