Marketing ROI
The return produced by marketing investment, expressed against the revenue it can be credibly connected to.
It inherits attribution's assumptions
Marketing ROI is attribution plus arithmetic. Every limitation of the attribution model — the invisible channels, the credit rule, the lookback window — is carried into the ROI figure, usually without being restated.
State the model with the number
RELATED TERMS
Marketing Sourced Pipeline
Pipeline where marketing originated the first meaningful contact with the account, according to a documented rule.
Cost Per Lead (CPL)
Marketing spend divided by leads generated. The most immediately available demand-gen metric and the easiest to misread.
Customer Acquisition Cost (CAC)
The fully loaded cost of acquiring one new customer: sales and marketing spend for a period divided by new customers acquired from it.
Attribution
The methodology connecting marketing touchpoints to revenue outcomes, so investment can be allocated on evidence rather than on preference.
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