--- title: "Meaning & Key Takeaway of: When you use the term 'cost per lead' you…" description: "\"When you use the term 'cost per lead' you make marketing a cost center. Instead say 'investment per lead.'\" — Jon Miller" image: "https://sms4smile.com/quotes/i/07e/jon-miller-35986_cost_when-you-use-the-term-cost-per-lead-you_429855.png" --- # When you use the term 'cost per lead' you make marketing a… ![“When you use the term 'cost per lead' you make marketing a cost center. Instead say 'investment per lead.'” quote by Jon Miller](https://sms4smile.com/quotes/i/07e/jon-miller-35986_cost_when-you-use-the-term-cost-per-lead-you_429855.png) [Download](https://sms4smile.com/quotes/i/07e/jon-miller-35986_cost_when-you-use-the-term-cost-per-lead-you_429855.png) [Open image](https://sms4smile.com/quotes/i/07e/jon-miller-35986_cost_when-you-use-the-term-cost-per-lead-you_429855.png) > “When you use the term 'cost per lead' you make marketing a cost center. Instead say 'investment per lead.'” [Jon Miller](https://sms4smile.com/quotes/author/jon-miller/) ## About This Quote This interpretation was drafted with AI assistance. It is one reading of the quote, not the author's own explanation. Labeling leads as a cost frames marketing as a expense, discouraging investment. Reframing as investment highlights value creation and growth potential. **In simple terms:** Calling leads a cost makes marketing seem like a loss; calling it investment shows its value. Key Takeaway Shift language to view marketing as value-generating. Themes marketing investment mindset valuation growth Mood reflective strategic Type business motivational When to use this quote - budget planning - campaign strategy - lead generation - executive presentations Key Concepts Cost accounting value creation strategic language budgeting ROI Questions to Reflect On - How does language influence budgeting decisions? - What actions can reinforce the investment mindset? 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