I Was Asking the Wrong ROI Question for 20 Years

Most CEOs are asking the wrong ROI question. It's not "what's the ROI?" It's "what's the ROI in your customer's mind?" I learned this the hard way at Pardot, Salesforce, and Terminus, and it comes down to three things customers actually care about, are you cheaper, better, or faster. This is question five of the go-to-market operating system: what's the ROI in your customer's mind. In this video I walk through a real example of a $20 million company whose website talked about features and AI, while their G2 reviews talked about speed and ease of use, a total mismatch. I also break down how Pardot, Marketo, and Eloqua each won by nailing a completely different ROI story for SMB, mid-market, and enterprise. ⏱ TIMESTAMPS (00:00) Your customers only care about three things (00:13) Why "what's the ROI" was the wrong question (00:39) The pivot, ROI in your customer's mind (01:29) The $20 million company that got their messaging wrong (01:43) What their G2 reviews actually said (02:38) The three things customers care about, cheaper, better, faster (03:12) Pardot vs Marketo vs Eloqua, three different ROI stories (05:10) Recap, find your customer's real ROI (05:27) Take the assessment at runongtmos.com/move 📌 Take the free GTM assessment to find the real ROI in your customer's mind: runongtmos.com/move 📌 Subscribe for daily GTM OS strategy and leadership frameworks: https://www.youtube.com/@SangramHere?sub_confirmation=1