13 Jan 2021
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Why effective ROI messaging is critical for driving sales and adoption

By Contributor

Article by Gigamon CFO Dave Arkley.
 

While it's always important to highlight value, communicating a strong ROI message is more important than ever in the current environment.

With a shortage of resources and budget, business leaders are responding to significant disruptions across their organisations, leading to a constant re-evaluation of spending priorities.

According to Gartner, worldwide IT spending in 2020 is forecast to reach $US3.6 trillion — 5.4% lower than in 2019. This decrease makes sense since most companies' priority in 2020 was to keep businesses running as usual.

When operating in this challenging environment of compressed budgets, effective ROI messaging is critical for driving sales and adoption.

From a CFO's perspective, aside from justifying planned purchases, ROI-focused communications can help with the approval for unbudgeted purchases and give customers the ability to proceed with two competing projects instead of choosing between them.

This approach means that organisations won't have to choose between savings and innovation.

Be proactive and upfront

The market is saturated with ROI messaging, most of it not very convincing, so credibility is critical. 

It's important to address potential objections upfront and acknowledge that most ROI calculations are full of unrealistic 'soft savings' that do not stand up to any level of scrutiny. Any vague savings assumptions, such as increasing employee productivity or customer satisfaction, are suspect (at best).

When possible, it's far more effective to use the customer's data to show these hard savings through real avoided costs. Ideally, having an organisation's ROI methodology reviewed and validated by an independent third party further solidifies credibility.

For example, let's look at Gartner's forecast around the spending on data centre systems. There was a 10.3% decrease in spending on data centres in 2020, due to limited cash flow amid COVID-19 challenges.

However, digging deeper, this investment is projected to have the second-highest level of growth (5.2%) in 2021 as hyperscalers expedite global data centre build-outs and organisations begin data centre expansion plans.

As a result, Gartner projects data centre spending to reach $US200 billion in 2021. Discussing these challenges and market expectations upfront, while keeping the realistic needs of the future in mind, will allow for a productive conversation around ROI with partners and customers.

Speak with the right people

While the CFO and finance team may not be a typical audience, they are often the ones that an IT or InfoSec buyer needs to convince for additional budget. It's also the CFO (or members of the CFO's team) who will ask the most ROI-focused questions around contract commitments, value, cost-savings, payback periods, etc.

With this in mind, it's crucial to involve the CFO to ensure all elements of the ROI guarantee are being considered because there is a limit to its validity if the appropriate audiences cannot provide their insights.

No matter how dazzling an ROI message may be, it will fall on deaf ears if it can't capture the budget owner's attention. 

If the CFO can't be reached, then (in addition to the budget owner), the procurement or finance teams should be pulled into these discussions. These are the folks dealing with the budgets, purchasing decisions, and day-to-day needs of the business and will have the most insight into what their organisations can afford while heeding employees' needs.

Remain realistic

While metaphorically we look to the new year as a fresh start, there isn't any magic from turning the page on the calendar. 2021 will, in all likelihood, continue to be impacted by many of the same obstacles and disruptions of 2020.

Organisations will still likely face the pandemic's ongoing challenges, coupled with potential political uncertainty, which may impact business conditions and the continuing economic recovery.

With severely constrained budgets, the ability to do more with less is the next chapter of the 'new normal' that many business leaders are pointing to this year. A focus on ensuring a strong ROI for any technology purchases in the future should be the guiding light.

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