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A Marketing and Sales
Joint Adventure
Finding ROMI
(Return On Marketing Investment)
Ed Alexander
Chief Consultant
We all know ROSI
Sales Organizations are adept at measuring Return on (Sales)
Investment, or “ROSI”. It’s the lifeblood of...
ROMI relates to Revenue by these key measures.
Each one feeds the next, as we will soon see.
• Marketing Reach
• Marketing...
The ROMI Process Flow Map (enlarged on next slides)
Detailing the 4 process phases: Attract, Qualify, Acquire, Review.
The “Attract” Phase
The “Qualify” Phase
Leads Generated
Leads by Source / Channel
The “Acquire” Phase
Marketing - Generated Customers
MGC’s by Source
The “Review” Phase
Visit - to - Lead Conversion Rate
Lead – to – Customer Conversion Rate
Review: ROMI Process Flow Map
Bonus! Conversation Starters
Improve Sales & Marketing alignment by starting conversations
around the following table of t...
Thank you
+1 (781) 492-7638 USA East
@fanfoundry
Ed Alexander
Managing Consultant
ed@fanfoundry.com
Find ROMI today! Conta...
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Finding ROMI (Return on Marketing Investment)

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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.

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Transcript of "Finding ROMI (Return on Marketing Investment) "

  1. 1. A Marketing and Sales Joint Adventure Finding ROMI (Return On Marketing Investment) Ed Alexander Chief Consultant
  2. 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. 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. 4. The ROMI Process Flow Map (enlarged on next slides) Detailing the 4 process phases: Attract, Qualify, Acquire, Review.
  5. 5. The “Attract” Phase
  6. 6. The “Qualify” Phase Leads Generated Leads by Source / Channel
  7. 7. The “Acquire” Phase Marketing - Generated Customers MGC’s by Source
  8. 8. The “Review” Phase Visit - to - Lead Conversion Rate Lead – to – Customer Conversion Rate
  9. 9. Review: ROMI Process Flow Map
  10. 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. 11. Thank you +1 (781) 492-7638 USA East @fanfoundry Ed Alexander Managing Consultant ed@fanfoundry.com Find ROMI today! Contact:
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