The CFO Show Apply The Lost Art of ROI to Your Finance and Business Strategy
Feb 20, 2024
Ian Campbell, CEO of Nucleus Research and author of The Value Sale, shares his expertise on showcasing ROI in business strategies. He emphasizes the revival of ROI amidst budget constraints and the importance of aligning finance with sales to drive revenue. Ian discusses empowering sales teams with value-focused training and the clear benefits of collaboration across departments. His insights reveal how quantifying ROI can significantly shorten deal closures and enhance customer satisfaction, making compelling business cases easier for stakeholders.
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ROI Is Back As The Primary Buying Filter
- Purchases shifted from marketing noise to pragmatic ROI evaluation as budgets tightened.
- Decision makers now prioritize projects that clearly pay back quickly and deliver measurable value.
Lead With Value Early
- Start ROI conversations early in the sales funnel rather than at the end.
- Use simple value statements about productivity, cost reduction, or profitability to drive the sale.
The Bathtub Alligator Example
- Ian uses a humorous alligator example to show buyers will act when value is clear.
- He sold the idea without listing any features, proving value alone closes deals.
