Calculating marketing automation ROI

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It has become critical for marketing teams to prove marketing automation ROI. Nucleus has observed a growing involvement of CFOs in software purchasing processes to ensure alignment with financial goals and demonstrate a clear return on investment. However, traditional marketing KPIs, which are often used for ROI calculations, fail to effectively capture the value of marketing automation software, thereby necessitating a shift to a more targeted, data-driven approach. Some common mistakes, such as incorporating intangible benefits or relying on poor quality data, often lead to inaccurate ROI estimations. In response, Nucleus has proposed a systematic approach to calculating marketing ROI. This approach requires considering factors such as cost per acquisition, profit per campaign, and marketing-attributable revenue generation while maintaining consistency in assumptions throughout the marketing and sales cycle.

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