Being Driven by Sales Is Backwards

National average cost per lead for a sales driven Outbound Marketing plan (e.g.: telemarketing & direct mail) is $373/lead. For a market driven Inbound Marketing plan (e.g.: e-zine & blog) the national average cost is $143/lead. The mentality behind the antiquated sales driven organization can run deep in the culture of a company. Transitioning to a systematically driven inbound marketing process, which embraces and seeks the needs of the prospective customer as viewed from outside the company's walls, is not that difficult but is often ruled out simply due to the comfort and knowledge of the executives currently operating the organization. Inbound market driven companies out perform their competition in many statistical arenas.

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