White Paper: The Top 12 Steps to Measuring ROI

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As business owners, managers and accountants sit down to take stock of their respective budgets, the first place they look is the major expense column. And the major expense item most difficult to quantify in terms of value provided is the cost of marketing products and services. Following are some ideas to keep in mind when your company seeks to apply ROI to the marketing effort.

  1. ROI is not (and can never be), an exact science!
  2. ROI is a great tool when used in specific ways for specific reasons.
  3. Measuring ROI poses difficulties when applied to complex processes, especially those involving a long sales cycle.

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