Don’t measure ROI. Seriously, don’t. Only good things happen when you do.
According to the 2014 State of Inbound survey, marketers that measure ROI are 12X more likely to generate a greater return year-over-year than a lower return. In other words, simply the act of measuring ROI correlates with positive results.
And what do those positive results mean? For starters, they mean more budget. Readers of our annual inbound report will also discover that no single factor has a greater impact on budget than “past success with inbound.” Improving ROI may even safeguard your budget against factors beyond your control, like the executive turnover and even the economy. That’s right — the financial upside of prior inbound success exceeds even the downside of adverse economic conditions.
Given the compounding benefits of measuring ROI, you’d assume most marketers would list it as their top initiative. Surprisingly, very few marketers — even marketing leadership — are prioritizing it. Only 15% of marketers ranked “proving the ROI of our marketing activities” as their #1 marketing priority and a little over half (53%) of marketers we surveyed are measuring ROI.
So if you don’t want your career to thrive, it’s best to keep ROI data locked safely away. But freeing it could unlock a world of new inbound marketing opportunities. If you do want to grow your career, then be sure to download The 2014 State of Inbound Report. It contains all of the data in this blog post, and much more.