Return on investment (ROI) evaluates the financial return generated from a specific activity relative to its cost. It helps organisations assess whether a marketing channel, campaign, or tool delivers sufficient value to justify the spend.
In B2B marketing, ROI is critical for budget allocation, performance assessment, and demonstrating commercial impact. Teams use it to compare channels, prioritise investment, and refine strategies based on what generates measurable outcomes.
Clear ROI reporting supports stronger alignment with leadership and sales teams, which helps marketing secure investment and maintain credibility. It also enables more informed decision-making across the entire revenue engine.
