A Practical Framework for Tracking What Actually Works Most companies don’t actually have a marketing ROI problem. They have a definition problem. The numbers are usually available: spend, leads, pipeline, revenue. But the moment someone asks, “Is marketing working?” the room splits into competing realities. Marketing talks about volume, awareness, engagement, and cost per lead.

When someone in a business says “we need more leads,” what they actually mean is “we need more revenue.” That’s a completely reasonable goal. The trap is assuming that the path from “we need more revenue” to “we need more leads” is a simple straight line. In real sales organizations dealing with real customers, it’s