The Key to the C-Suite

INTRODUCTION

Several years ago, Kurt M. Koenig and I published a book called ROI Selling (Kaplan Publishing, 2004), in which we covered in detail how to create sales tools focused around return on investment (ROI). Back then, ROI was a key tool that was required in most complex sales environments. We had just come out of the dot-com era, and there was a lot of skepticism about the value that companies could offer. Most organizations were forced to create some sort of sales tool that performed complex math projecting positive ROI. This trend lasted for several years until the economy took another turn for the worse in 2008.

ROI models are still used today in many sales opportunities, with limited success. However, in the past few years, we have ...