ROI Feed

Lou Holtz: "When all is said and done, more is said than done!”

IStock_000015514300SmallLou Holtz, the legendary football coach said this,* and how true it is in the sales lead management industry. In spite of all of the software tools available and the lip service given to proving the ROI for sales leads, I see marginally few marketing managers step forward to actually prove lead gen ROI.  They have good intent, they say they're going to get to it, maybe this year, as soon as the salespeople cooperate, but then again maybe next year.  

It’s discussed and hammered on in webinars, seminars and workshops, and by keynote speakers and vendors. It’s included in most proposals by CRM and marketing automation companies. So why is it talked about more than it is done? 

Samuel Johnson said, 

“Depend upon it, sir, when a man knows he is to be hanged in a fortnight, it concentrates his mind wonderfully.”

What this means for the marketing manager is that if the CEO has the guts to call marketing management in and demand an ROI or the marketing manager will be hanged (fired), it might clear his or her mind wonderfully well. 

I have learned that there are basically two reasons people don’t do something: they don’t know how or they don’t want to. Often, these issues are interconnected. When it comes to lead management and marketing ROI, there are subsets of these two thoughts:

• They don’t know how to measure the ROI.

•  They don’t want to measure the ROI for lead generation.

• Being held accountable is not their first choice.

• No one asked them to be accountable.

• They don’t know it can be done.

• Fear of the results.

• They don’t have the tools.

• They don’t know how to use the tools they have.

• They don’t have control over salespeople who report on results.

Why it Matters: 

"In spite of this fear, doubt and uncertainty, I have seen very few lead generation programs that, when measured for sales results, fail to produce a sufficient margin to make the investment worthwhile."

James Obermayer

I believe that marketing managers must have the courage of their convictions to prove that lead generation budgets are well spent. Because the tools are there for measuring the lead generation ROI, it IS possible to measure it. This is settled science.

In a previous blog entry, I said it’s “Time to stop cussing the mule and load the wagon.”    It isn’t difficult; you just have to make the decision that you’ll do it to the best of your ability, stop talking and start doing. You’ll find your job to be more secure and satisfying when you do. and you may avoid a hanging in a fortnight. 


Gambling is based on Luck and Marketing has no place for Luck

Why It Matters

"You have to ask yourself, ‘Can I  forecast the sales results for a lead generation campaign?’  “ If you can't, this is called gambling.  Gambling is based on Luck and Marketing has no place for gamblers."

James W. Obermayer

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"Well done is better than well said."

Benjamin Franklin said "Well done is better than well said." about 229 years ago and it is still fresh today.

Ben FranklinsWith the talk we have heard about CRM and the progress marketing automation has made for the last ten years, most marketing managers are still not walking the talk when it comes to measuring ROI for lead generation. I just didn’t realize how much insight Ben had into marketing.

James Lenskold the author of Marketing ROI certainly nailed it when he taught marketers how to stop talking about marketing ROI and start proving it. I am sure every marketer would like to hear “Well done" instead of just well said.

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Sunday Musings: Bodhidharma: All know the way; few actually walk it.

This blog entry is one of our most read and visited.  

6a0147e05adc32970b0168e7fc350a970c-320wiBodhidharma was a Buddhist monk who lived during the 5th/6th century CE.  (1)  His famous words echo today for marketing. 

After the bruising, battering, beating marketers and their companies have taken for the last three years, and with all the seminars, webinars, books, articles and blog posts on how to measure marketing ROI, everyone knows the way to prove the ROI for lead generation programs, right?  So if this is true, and everyone knows the way, why do so few take the walk?    

I think there is a dose of fear or anxiety over reporting results that might be mixed, and fright that if each lead generation program doesn’t do well, the whole department will be held dreadfully accountable.

(Bodhidharma, woodblock print by Yoshitoshi, 1887.)

Get over it.  

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A Story: How a Marketing Manager Learned to Build a Demand Creation Plan Based on Sales Quotas

IStock_000018180137Small“How do you know,” I asked the marketing manager, “how much money to spend on marketing, and how many inquiries and leads to produce?”

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Listen While You Work: Mike Hollison - uncensored - How to Increase Sales 30% in 90 Days

This program is an authentic, unscripted, exchange of ideas which broadcast live on October 8th, 2015.  

Increasing sales by 30% in 90 days is a bold statement and we asked Mike Hollison, CMO of how it can be done.  Of course following up all leads increases sales, but Inside Sales claims its self-learning engine drives predicative sales communications and engagement usinNeuralytics®.

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SLMWeek: Ruth Stevens uncensored - Why there's lip service and so little action in Marketing ROI Reporting?

2011-stevensIs there really a marketing ROI?  Ruth P. Steven's tells the uncensored truth!" This is a replay of a show that is evergreen. How do you weigh in on it?

 SLMA Radio host Jim Obermayer interviews Ruth P. Stevens about the reality of the holy grail of proving marketing's return investment. 


Is it as easy as some say or as difficult as some others say;

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How to Measure Revenue with your CRM (Especially Salesforce)


Bonnie Crater Headshot
Of all the reasons to install and use Salesforce as a CRM system, measuring marketing performance is one of the biggies.   In this interview with industry veteran Bonnie Crater, CEO of Full Circle CRM, we explore how can you get intelligence to make decisions and not hum and haw when the CEO says, “What does Salesforce report on our marketing spend?  Bonnie talks about marketing artists and scientists and who is most likely to want to be measured.   Within the 25 minute interview she covers the five steps that marketing and sales must take to measure revenue from marketing. 


About Bonnie Crater
Prior to joining Full Circle CRM, Bonnie Crater was Vice President of Marketing for VoiceObjects

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Winners never “try.” Winners only win. Trying is for Losers.

Gerry Spence
* said, “I warn you: a winning stance is never achieved by trying.  I hear some say, ‘I will try as hard as I can.’ Trying is for losers.  Trying implies the possibility of losing.  ‘I will try to win.  I will try not to lose.’ If after trying they have lost, well they tried, did they not?  Losers always try.  Winners never try.  Winners only win.” 

There are many memorable things that Gerry Spence says in his book “How to Argue and Win Every Time,”* * and my paraphrase in this blog post title is one of them.  My dog- eared copy of

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