Recently, BrightTalk hosted a webinar with Omer Gotlieb, the Chief Customer Officer of Totango, a leading customer success platform that allows you to track and measure the results your customers are getting with your product. Omer shared some useful advice for proving your ROI to customers.

Proving your ROI to customers is essential, since 81% of buyers expect vendors to quantify the business value of proposed solutions. The problem is that 65% of those buyers indicate they do not have the knowledge or tools needed to do business values assessments and calculations, as calculating those metrics can be very difficult to do.

So how do you actually start this process of proving your ROI? Omer discusses this in detail in the webinar, but here is a summarized version of his valuable points.


You first need to create and define custom ROI metric formulas.

  • Start with the results and outcomes that your customers expect with your product. Keep these formulas simple and measurable.
    • Totango is a platform that allows you to do this.
  • What should you do with these formulas?
    • Incorporate your ROI metrics throughout your Customer Success practice to drive results
  •  Build a powerful health score profile that incorporates business outcome results.
    • Customer QBR reporting
      •  Track business outcome results across your entire customer base and create meaningful reports for customer meetings
      • Your QBR should include:
        • A template with goal progress (ROI Metrics, benchmark individual results against customer base, and evaluation of which activities drove results)

You then need to create smart engagement campaigns.

  • Drive improvements in outcomes across customers via automated nurture campaigns

Finally, evaluate your goals and evaluate factors that may be preventing goal progress.


How do I actually make a big impact in proving my ROI to customers?

Totango is a great option, as it provides automated campaigns built to drive your specific ROI goals. Totango uses smart customer marketing by segmenting the customer base at the account and user level, and it uses smart marketing content by tying product tutorials to company and team goals. Check out their website for more information.