At Affiliate Summit West 2025, we brought together experts from accounting, healthcare, wellness, and fitness for one of our Lead Generation panels. The mission? To break down how these big changes are shaking up the game for businesses, and what it takes to not just survive but crush it in this new era. 

Let’s break down 5 ways the proposed policies, and the ongoing shift in the landscape—are reshaping lead generation as we know it.  

1. Quality Over Quantity Will Define Success 

“The one-to-one ruling may have been struck down, but the message is clear: the days of prioritizing sheer volume are over,” said Joshua Popsie, VP of Marketing at 1-800-Accountant.  

While many businesses initially panicked over compliance, the regulation forced a critical shift in focus lead quality. Instead of chasing vast quantities of leads, businesses are starting to analyze the pipeline more closely. Transparency in how leads are generated, where they come from, how consent is obtained is becoming paramount. This helps brands ensure they’re connecting with consumers who are genuinely interested, rather than wasting resources on unqualified prospects. 

"Even though our cost per lead increased slightly, our customer acquisition costs (CAC) decreased significantly because the quality of leads improved. When a consumer raises their hand and clearly wants to engage, it results in better sales outcomes." said Hannah Gerstner, Head of Demand Generation at Sunlight.  

2. Stronger Compliance Will Be Non-Negotiable 

If there’s one takeaway from the chaos surrounding the FCC ruling, it’s this: businesses must stay ahead of compliance rules. Even though the one-to-one rule fizzled out (for now), experts warn that stricter regulations are inevitable. 

Judy Sotorino, Lead Manager at The Dorne Region/USHEALTH Advisors, pointed out a key misconception: “Some organizations think these rules don’t apply to them if they’re not using auto-dialers or AI technology. That’s not true. In industries like Medicare Advantage, we’re still obligated to meet one-to-one consent standards under CMS rules.” 

The lesson? Businesses can’t afford to ignore compliance. Action steps include: 

• Auditing lead collection forms and ensuring accurate consent disclosures. 

• Keeping legal language on websites updated. 

• Partnering only with vendors who meet compliance standards. 

Ignoring these steps could lead to hefty fines and lawsuits! As Hannah put it: “Avoiding legal risks should always be a top priority. A strong CRM and clear data collection processes are your first line of defense.” No shortcuts. No exceptions. Stay compliant, because the rules *do* apply to you!  

3. Better Data = Smarter Strategies 

Data has always been king in marketing, but now it’s about cleaner, more actionable data. Businesses are shifting their focus from high lead volumes to metrics that measure engagement and conversion potential. 

Hannah shared her company’s approach: “We track everything—from contact rate to time in pipeline to purchase value. For example, qualified leads generate $10,000 per deal on average, compared to $2,000 from unqualified ones. By analyzing these kinds of benchmarks, we can identify what’s working and double down on high-performing sources.” 

Key lead quality metrics to track in 2025 include: 

• Contact rates: Are phone numbers valid? Are leads reachable? 

• Close rates: How quickly are leads converting into customers? 

• Customer acquisition costs (CAC): How much are you spending to gain a customer? 

• Return on ad spend (ROAS): Are your campaigns delivering measurable ROI? 

This data-driven approach allows businesses to optimize their strategies while reducing waste. 

4. Diversification Is Essential for Survival 

If the FCC’s one-to-one policy taught us anything, it’s that relying on a single channel or vendor is a risk. Regulatory changes, market shifts, or unexpected disruptions can wipe out lead flow in an instant. “Don’t put all your eggs in one basket,” said Judy. “Diversify your lead sources. Have a mix of vendors, price points, and channels so you’re not reliant on one pipeline. If one fails, others can keep your business running.” 

Hannah echoed this sentiment, highlighting the importance of tailored KPIs for different lead sources. For example, leads from Google tend to convert faster than those from Meta, which are typically top-of-funnel. By understanding the nuances of each channel, businesses can better allocate resources and hedge against risks. 

5. Align Sales and Marketing for Maximum Impact 

One of the biggest challenges for businesses is bridging the gap between sales and marketing. With the shift to high-quality leads, this alignment has become more important than ever. “Sales teams are used to chasing 10,000 leads a month. But if those leads were low-quality, they might only convert 20%,” Hannah explained. “Now, marketing can deliver 5,000 highly qualified leads and expect a 30% conversion rate—but sales teams need to understand that shift.” 

The key is open communication and collaboration. Marketing teams must provide sales with actionable insights about lead quality, and sales teams must offer feedback on what’s driving revenue. Together, they can refine the funnel and maximize ROI. 

Final Thoughts: The Future of Lead Generation 

While the one-to-one FCC ruling may have been struck down for now, it’s clear that the lead generation industry is evolving rapidly. Businesses that embrace transparency, prioritize quality over quantity, and stay ahead of compliance will not only survive but thrive in this new era . As Joshua put it: “It’s no longer about finding ways around the rules. It’s about being a better human. Build trust with consumers, and your downline metrics will reflect it.” 

Looking to stay up to date with all things affiliate marketing? Then you NEED to be at Affiliate Summit East, August 4-5 2025 - register today!