Today, surrounded by data streams, you can precisely measure and attribute Marketing’s contribution to revenue and calculate ROMI – Return On Marketing Investment. Bonus: a Sales and Marketing Alignment thought starter.

1. A Marketing and Sales
Joint Adventure
Finding ROMI
(Return On Marketing Investment)
Ed Alexander
Chief Consultant

2. We all know ROSI
Sales Organizations are adept at measuring Return on (Sales)
Investment, or “ROSI”. It’s the lifeblood of every profitable
business. Accountants study it. The IRS requires us to report it.
Now, meet ROMI
Today, surrounded by data streams, we can precisely measure
and attribute Marketing’s contribution to ROI and calculate
ROMI – Return On Marketing Investment.

3. ROMI relates to Revenue by these key measures.
Each one feeds the next, as we will soon see.
• Marketing Reach
• Marketing Reach by Channel
• Website Visits
• Website Visits by Source
• Leads Generated
• Leads Generated by Source
• Customers Driven by Marketing
• Marketing-generated Customers by Source
• Visit-to-Lead Conversion Rate
• Lead-to-Customer Conversion Rate
• Visit-to-Customer Conversion Rate
Next, we’ll examine a Process Flow Map for finding ROMI.

4. The ROMI Process Flow Map (enlarged on next slides)
Detailing the 4 process phases: Attract, Qualify, Acquire, Review.

5. The “Attract” Phase

6. The “Qualify” Phase
Leads Generated
Leads by Source / Channel

7. The “Acquire” Phase
Marketing - Generated Customers
MGC’s by Source

8. The “Review” Phase
Visit - to - Lead Conversion Rate
Lead – to – Customer Conversion Rate

9. Review: ROMI Process Flow Map

10. Bonus! Conversation Starters
Improve Sales & Marketing alignment by starting conversations
around the following table of topics.
Here are two
examples.
Ex. 1 - Content + Value:
“How can we develop
content that elevates the
value of each deal?”
Ex. 2 – Conversion +
Velocity: “How can we
streamline our Conversion
process to speed closure?”

11. Thank you
+1 (781) 492-7638 USA East
@fanfoundry
Ed Alexander
Managing Consultant
ed@fanfoundry.com
Find ROMI today! Contact: