Ford, according to a 1976 article in the Harvard Business Review, made $24 million on the gambit. Of 20 million people reached, 187,000 turned out to be decent leads. Roman's success rate was low, but his call volume was high enough to make up for it. This was called lead generation, and it professionalized the sucker list. The idea wasn't to sell cars - at least not yet - but to gauge consumer interest. In his first major campaign, he hired 15,000 women to place a collective million calls a day from their homes on behalf of the Ford Motor Co. In 1967, a public-relations consultant named Murray Roman saw a business opportunity, creating a telephone sales operation that could reach customers well into the evening. The rise of two-income families meant fewer women were home during the day to buy their products. In the 1960s, door-to-door salesmen were suffering.
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