Predicting ROI

 

All businesses must look to obtain a financial return on any investment made and marketing is often asked to guarantee ROI. Just as a salesman cannot guarantee a sale, marketers encounter a plethora of influencing factors that can prohibit a guaranteed return.

 

It is important to be aware of the many variable factors involved in creating the ROI.

 

Common Marketing Variables

 

There are many internal and external factors that will influence the outcome and delivery of ROI,  these cannot always be controlled or measured.  It has also been identified that prospects alone require between 7-11 touches before being sales ready. Below are a few examples of factors that can influence ROI;

 

Data – Is it good quality? Are the messages hitting qualified decision makers?

Industry – What is happening in the industry?  What are the trends and do they need your solution?

Economics – Global and local economics influence sales and purchasing timeframes

Sales Performance – Are sales followed up and closed? – What is the length of the cycle?

Brand – Is your company known or trusted? Have they seen your logo or heard about your company?

Content – Does it talk the right language? Is it valuable and informative?

Timing – Are there periods/trends within industries that influence purchasing decisions?

 

Discover what you can expect and need to think about in our Mission Guide