ROI: Are You Ready to Walk The Walk?
Lawson Abinanti - June 1, 2004

Introduction

Apparently we hit a hot button with our recent column, The Proof is in the ROI. We heard from a number of executives at business to business (B2B) software companies with spirited comments and questions about using return on investment (ROI) in selling and marketing. At the end of this column, you'll find answers to some of the questions from readers...