Do You Engage in "Penny Thinking?"

I recently read an article that points out that sometimes businesses do not consider the value of time when evaluating the results produced by sales staff. I find that “penny thinking” is especially common for clients when they are evaluating pay-per-click advertising. Many marketing managers aren’t used to thinking in terms of cost per lead, but rather in mass media terms like cost per impression. They look at their total monthly cost and they forget to evaluate the quality of the leads that they are getting through that medium. They may be paying more on a monthly basis for per-per-click than for daily radio spots, for example, but the audience they are reaching with the pay-per-click ads is far more targeted–people actually looking for the business’s products and services.  See the article here.