Redefine ROI and Win Offers Quicker With This New ROI Framework

Not redefining ROI but? There’s nonetheless time to undertake a brand new understanding of ROI that may affect 2023 gross sales.

At the very least as soon as per week, a income chief at a B2B firm tells us some model of one of many following statements:

“Our gross sales are getting blocked by the CFO/CEO as a result of we will’t present ROI.”
“Our pipeline is stalled, and we will’t transfer it ahead.”
“Retention is horrible as a result of we will’t show worth at renewal.”
“Offers we thought have been positive issues aren’t coming via, or they’re taking without end.”

In response to our analysis, 60% of corporations battle to point out ROI. That battle is the primary cause why pipelines aren’t closing, renewing, or increasing. Enterprise leaders are caught with outdated, restricted, and confining definitions of ROI that won’t match their enterprise mannequin. And with out ROI, your decks, demos, and dinners are now not sufficient to persuade CFOs and CEOs to tug the set off in a sluggish financial system.  

do you have an roi problem-2

Supply: GTM Companions

The excellent news: there’s nonetheless time to broaden our understanding and execution of ROI earlier than the top of the 12 months. Corporations that may reveal ROI may have a better likelihood of closing offers and retaining prospects. 

What you may study on this article:

  • Why most corporations battle to point out instantly attributable ROI
  • 5 sorts of ROI corporations can measure with the brand new ROI framework
  • Methods to deal with gross sales issues with credible, third-party ROI research
  • How G2 prospects can leverage ROI deliverables

The oversimplification of the outdated ROI framework

When most individuals speak about ROI, the most typical definition is internet revenue divided by the overall price of the funding instances 100. In case you spend $10,000 on one thing and it generates $123,000 in internet new income, the ROI is 123%.

“This slim definition of ROI is limiting for corporations which might be both one a part of a posh resolution or struggling to point out instantly attributable ROI.”

Sangram Vajre
Co-founder and CEO of
GTM Companions

Does it imply that your resolution doesn’t have worth for those who can’t unequivocally show you’re making greater than you price?

Right here’s one instance: a significant retailer pays three distributors as a part of an effort to enhance their e-commerce web site. One is a buyer satisfaction (CSAT) measurement vendor for $50k, one is a UX auditor for $30k, and one is a buyer journey guide for $75k.

All three establish and prioritize the cart abandonment course of. Adjustments to the buyer expertise made by the inner growth group end in $6.2 million in internet new gross sales the quarter after relaunch.

All three distributors and the inner group need credit score for the brand new income, but it surely’s unimaginable to isolate the affect of anyone piece. Being unable to calculate instantly attributable ROI doesn’t imply they weren’t all invaluable.

What about an organization that’s fully remodeling the best way its prospects do enterprise, however can’t show it until all the firm goes via an efficient change administration cycle? 

The answer: A brand new framework and mannequin

With a view to reply these CEO and CFO objections stalling your pipeline, you could be crystal clear about what sort of ROI you present to your buyer. These conversations ought to happen with a cross-section of practical leaders concerned. Subsequent, you could acquire the required information and proof to show that ROI exists.

five types of roi

Supply: GTM Companions

GTM Companions has recognized 5 clear sorts of ROI. Attributable ROI is the sort we normally take into consideration after we talk about ROI, however the truth is, every one in all them might be leveraged to shut offers, improve renewals, and enhance growth.

Every of those 5 sorts of ROI might be leveraged to win offers, however there are some nuances to remember. 

the new ROI framework

Supply: GTM Companions

The profitable zone

Corporations that may present Attributable and Transformative ROI are at an nearly insurmountable benefit. They’re not going to get lower at renewal time even when budgets do as a result of both they’re remodeling how prospects do enterprise or they will show instantly attributable ROI. Corporations within the profitable zone can out-maneuver opponents via huge strategic strikes and investments. 

The competitors zone

Distributors within the Effectivity and Necessity ROI zones might be very profitable and should even be the class chief. Nevertheless, they’re continuously battling the competitors and defending towards different gamers and newcomers who can simply pressure competitors on options, ease of use, value, and effectivity beneficial properties. It’s essential to recollect corporations on this zone can and do win – they simply should be ready to battle.

The instability zone

Distributors who can solely present Oblique ROI are in what we name the muddy center, the place retention will get hammered. In a down financial system, CFOs won’t approve new or renewed tech that may’t present ROI. Corporations displaying Oblique ROI get lumped with dozens of different suppliers as one in all many contributors to some closing final result. 

Your aim is to maneuver up the slope on whichever aspect is sensible. In case you’re in Oblique ROI, you want to have the ability to transfer as much as both Effectivity or Necessity. In case you’re already at Effectivity, how will you transfer as much as Attributable? In case you’re at Necessity, how will you transfer as much as Transformational?

The trail to clear ROI

Our analysis exhibits that credible, validated, third-party ROI research can tackle many widespread gross sales issues. We do ROI research right here at GTM Companions utilizing proprietary analysis and validated G2 information, however you may also get an ROI research from different analysts.

We don’t care who you get it from, however make it a short-term precedence if you wish to affect offers this 12 months. It would assist you to shorten gross sales cycles, shut larger offers, get the CFO on board, enhance renewals, and improve growth offers. 

Upon getting your ROI research, you’ll want to leverage it all through all the buyer journey. 

Pre-sales and gross sales

Maybe the most typical use of an ROI research, many corporations present their proof of ROI throughout the gross sales cycle to potential patrons. When you’ve gotten credible, third-party-validated ROI, it could shorten gross sales cycles and tackle widespread objections. Don’t overlook to transcend conventional case research. Bake your ROI information into demos, testimonial movies, gross sales decks, and webinars.


Be sure you share ROI from related prospects throughout onboarding. In doing so, you’re telling your buyer what sorts of issues to search for and making ready them to expertise the identical type of success.


Contemplate sharing ROI case research throughout quarterly enterprise critiques or different strategic check-in factors. Chances are you’ll be giving your prospects concepts to be used instances they aren’t making the most of but, and chances are you’ll be priming the pump for them to contemplate their very own ROI sooner or later in methods that may assist at renewal.


Hopefully, by renewal time, your superb worth and all of your related use instances are very acquainted to the shopper. Hopefully, they’ve evaluated their very own ROI along with your product and are happy. However not each buyer may have entry to business-level information that permits an ROI calculation, so renewal could be a good time to remind them of your confirmed worth to prospects in an identical boat.

ROI in a field

G2 and GTM Companions are teaming as much as create ROI deliverables only for G2 prospects. In case you are a G2 buyer and have a minimum of 50 critiques on G2, GTM Companions’ analysts can create a third-party, analyst-validated perspective showcasing your ROI you can share with prospects and prospects alongside the shopper journey.

In any case, your prospects are your finest salespeople, and G2 supplies a window into your prospects’ voices that enable us to provide ROI research at scale and at an affordable price.

Right here’s an instance we did with Sendoso. Sendoso is utilizing the ROI case research to point out worth and speed up offers via the pipeline.

sendoso roi case study example

Supply: GTM Companions

Evolve your ROI

ROI is extra than simply cash saved or cash made. With the ability to clearly talk your ROI to prospects and prospects will rework your GTM technique. You’ll nearly immediately enhance your win charges, enhance NRR, and shorten gross sales cycles.  

In case you are a G2 buyer with a minimum of 50 buyer critiques, contact your G2 gross sales rep to study extra about ROI-in-a-Field from GTM Companions. In case you aren’t, however wish to study extra about GTM Companions’ different ROI choices, ebook a free 30-minute technique session

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