Sales and marketing — two words that work hand-in-hand in any business. No matter how great of a marketing department you have, if your sales department can’t close the deal or know how to process and take advantage of leads, you’re spending good money after bad. In the same token, a really good sales department that can’t get enough leads to keep your team busy is costing you money, time and a lot of aggravation.
Start by assessing all of your marketing and advertising efforts. Break it down by media market like online versus outdoor versus print. Try to track your lead generations to the marketing efforts you’ve done. Figure out how many leads you get from anyone of the media market sources and figure out how much money you’re spending in that market to get those leads. What you’re trying to assess is your lead cost to generate one lead.