Many marketers think they understand the importance of Return On Investment (ROI) in their plans. They toss it in whenever they can, along with such things as response rates portrayed as numbers of new visitors to a website, and success measured as improved propensity to buy.
But the CEOs, CFOs, Sales, Customer Service and pretty much the rest of the business just want to know how many sales were actually made. They just want to see the money.
Marketers too often are the victims of their own lingo when claiming potential outcomes. For a business to understand the true value of the marketing effort a marketer needs to follow a simple process in their plans – how much was I given to start with, what did I do with it, how much did I give back in actual dollars in the bank.
Only when the Finance team can audit that process and see the direct reward for effort, can marketing claim to be ROI focused.