Marketing ROI Calculator

How to read these numbers

ROI is calculated as (Revenue - Spend) / Spend x 100. An ROI of 200% means you generated $3 in revenue for every $1 spent.

Pipeline per dollar shows how efficiently each channel creates pipeline. Higher is better, but this number alone does not tell you about conversion quality.

Cost per opportunity shows what each qualified deal costs to create. This is where most B2B SaaS marketing teams find the biggest variance between channels.

What this calculator does not capture

Single-channel ROI calculations assume independent channels. In reality, B2B buying journeys are multi-touch. A prospect might see your LinkedIn ad, read your blog post three weeks later, attend your webinar, and then convert through a Google search. Which channel gets credit?

The answer depends on your attribution model. First-touch gives credit to LinkedIn. Last-touch gives it to search. Linear distributes evenly. Each model produces different ROI numbers for the same data.

This calculator uses a simple single-touch approach (revenue attributed per channel as you define it). For a more accurate picture, you need multi-touch attribution with causal modeling, which is what ORM's Optimized Marketing product provides.

ORM's take: ROI is a lagging indicator

Most marketing ROI analysis is backward-looking: "Last quarter, we spent X and got Y." That is useful for reporting but limited for decision-making. The real question is: "If I shift $20K from events to content next quarter, what happens to pipeline and revenue?"

Answering that question requires causal models, not correlation. ORM builds marketing mix models that isolate the actual impact of each channel, control for external factors, and prescribe budget allocation changes with quantified expected outcomes. The difference between "content had the best ROI last quarter" and "shifting 15% of budget from events to content will generate an additional $180K in pipeline" is the difference between measurement and optimization.