Peter Drucker, one of the most beloved management gurus of all time, once famously said ‘You can’t manage what you can’t measure. Nowhere is that truer than in marketing and sales. Yet decades have gone by since Drucker uttered these words that are used in almost every business school, and marketing being a very expensive part of a business has yet to embrace measurement. Part of the reason is because it is very difficult to do. Unlike other company activities, marketing and sales have always had more intangibles associated with it than any other activity within a business function.

With products like ActiveConversion, this has changed.  Because prospects and customers will no doubt visit your website or landing page, or click on an email or ad before engaging, it is now easier than ever to measure what marketing and advertising are working. ActiveConversion goes one step further than measuring. It actively generates and qualifies interest from those visitors.

We thought it would be interesting to show how a lead management automation product (like ActiveConversion) proves its value, especially to management. We have built an ROI calculator that you can use to ensure that a product like this will benefit your bottom line. Business software should always have a strong ROI, yet it is not always quantified for management. Together with the competitive advantage, you will get for your sales team, even the most cynical CFO will approve of a product that will pay for itself in weeks if not days.

The calculation is simple but revealing. By being able to identify more targets (WITHOUT spending more on marketing or advertising), by automatically identifying, nurturing and qualifying your existing prospects, you can produce ROI well in excess of your investment with this kind of technology and automation. ROI can be in days, AND your sales force will never complain about a lack of good leads again.