ROI is return on investment and when we're talking about return we're talking about revenue right and when we're talking about investment we're talking about your hard-earned dollars that are going into these different campaigns that are paying for this I don't know marketing specialist or a vendor that's doing X Y and C an event etc do you even know if there is ROI if there is that return on each one of those campaigns can you tell can you attribute it back in your CRM to know oh I actually need to be doing more of this event because this is actually what's getting down into my funnel and closing because let me tell you something this return is not based on how much pipeline I generated and sorry marketing team I know pipeline generation is really important you should be caring about pipeline generation i've talked about this already but at the end of the day if the pipeline isn't even qualified it doesn't matter the bottom line is closed one revenue you need to be able to know what your marketing dollars are going to one how those things are performing two and three if they are actually converting into actual revenue right and so the way to do that is to create specific campaigns to create the specific reporting for it but ultimately to report on the numbers that matter revenue generation closely on revenue pipeline generation period the other metrics great metrics some of them are a little bit of um what are these called like vanity metrics um that that sometimes we measure for good reasons and sometimes we don't um sometimes we think about website visitors being uh an exemplary idea of like how we're doing um a great work with marketing but at the end of the day they don't matter they don't matter if we don't get to the revenues.