Good white paper on lead gen

PaidContent points to a white paper (note: PDF) by media investment bank DeSilva & Philips, titled “Lead Generation: Digital Media’s Killer App?” It’s not perfect – comparison-shopping site fees are most certainly not cost-per-action – but in general it’s very strong. Take a look at the ‘Multiple Fee Workflow’ diagram on the ninth page, which is a great summary of how a mortgage lead generation company works. I’m going to start sending job applicants that diagram in advance of their interviews.