The client’s senior management wanted to determine its ROI to ensure that money spent on the sales acquisition program was obtaining program objectives. The client knew its success was due to the sales acquisition program but had no real credible or defendable data to prove it.

A Return On Investment (ROI) study was designed to be included in the upcoming sales acquisition program. Objectives were reviewed before, during and after the program. Data collected included not only sales and new customer acquisition data, but also participant feedback to determine success and relevance of the program.

The ROI study found that the program was returning tangible benefits at an ROI of 66%, and a Benefit to Cost Ratio (BCR) of 1.66: 1. In addition to this intangible benefits were recorded. These included brand loyalty and improved brand awareness for the clients’ products.