In a successful customer acquisition campaign, obtaining leads should not be the ultimate goal. Achieving sales or closure from these leads should be.
If you are scaling your campaigns without understanding the lead-to-sale conversion rate it can be disastrous. To scale your digital marketing this way you need to connect the dots between the click, the lead and the deep funnel metrics such as MQL, SAL, SQL, Opportunity etc. and the final sale (even if offline).
From a metrics perspective, the amount of efficiency we've been able to wring from the Position2 PPC channel in the face of really interesting challenges (increasing budgets and an increasingly competitive landscape, etc.) has been phenomenal.