Sooner than later the Board or the CFO ask the question – How much revenue is being generated by the Marketing spend?  This is a ROI question being asked indirectly.

For most organizations it is not an easy calculation, especially when more than one campaign tracking system is used or there is more than one billing system.

Sometimes it is not possible to directly tie the marketing activities to revenue and calculation is exponentially more difficult.

Difficult but must be done to justify the money spent.

Getting the ROI calculation right is the difference between getting the budget vs. a reduction in budget.

The ROI calculation being done by an independent outsider is more trustable vs. being produced internally which are inheritably distrusted.