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Playbook: Return on Marketing Investment (ROMI)


What is a Return on Investment (ROI) Report?

A Return on Investment (ROI) report helps marketers understand how effectively their marketing activities generate revenue for the business, all channels included (both offline and online).

These reports quantify the profitability of various initiatives, projects, or campaigns by comparing the gains (or savings) against costs. Essentially, they provide a clear picture of where the money is being spent and how much value it’s bringing in.


Why Use a Return on Marketing Investment Report

Marketers should use an ROI report to gain a holistic overview of what channels, content, or campaigns deliver the most revenue, enabling data-driven decisions on where to best allocate their overall marketing budget, prioritize investments, and optimize strategies to maximize returns.

These reports include more than just paid advertisements and consider marketing spending for activities such as Events, Webinars, Organic Search, Email Marketing, Website Traffic, Paid Social, Paid Search, Content Syndication, and more.

Who This is Valuable For

Demand Generation Teams

Improve marketing performance & tracking by being able to compare ROMI metrics across different periods and adjust strategy accordingly.

Marketing Analysts

Tighten forecasting variance by analyzing detailed historical data and trends to help predict the impact of different strategies.

VPs of Marketing

Identify areas of strategy improvement by accurately and regularly monitoring ROMI metrics.

Chief Marketing Officers

Demonstrate marketing value to other stakeholders by presenting clear ROI metrics and overall contribution to the company's success.

AVPs, VPs of Sales, Chief Revenue Officers

Improve marketing and sales alignment by understanding how marketing initiatives contribute to overall sales objectives.

If you’re an Enterprise organization, you can expect this data to be valuable for all of the above roles, aside from AVPs, VPs of Sales, and Chief Revenue Officers.

What Is Needed For Return on Marketing Investment Reporting

Data You Need

Data Sources Required

Tips to Improve Your ROMI Report


1. Automate As Much of the Cost Actuals as Possible

Many of the ad platforms used by B2B marketers nowadays make it simple to obtain cost statistics. And if you’ve connected the platforms, you’ll be able to include your spending in the report. These ad platforms are wonderful for tracking spend and TOF performance indicators, but you’ll need to integrate them with your marketing automation and CRM to truly see ROI.
Learn more on how to truly measure your campaign effectiveness.

2. Use Google Sheets for Everything Else

For the cost actuals that you’re unable to automate — think technology and people spend — populate a Google Sheet with your budget AND actuals. Simply update the Google Sheet and your ROI report dashboards should update daily. This will allow you to have one central place where you can make updates and be confident that your ROI reports will adjust. This makes monthly department and quarterly board reporting much easier.

3. Run Different ROI Models

There are several different ways to slice ROI. You might do it “fully loaded” — everything that makes up marketing spend including people and technology. But you’ll also want to look at ROI in a more granular way — by channel or by campaign. So, our recommendation at CaliberMind is to create a series of reports that tie into one dashboard that reflects as much. Check out Marketing ROI with the 80/20 Rule.

Here’s an example of a ROI Report in CaliberMind:

ROI Graph