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27.10 Return On Investment
27.10 Return On Investment
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Return on Investment
This workbook supports the Return on Investment topic at qlutch.com
If a worksheet has gray and white cells, the white cells inside the gray area are inputs and the results will be displayed in a printable format in the white area of the sheet. If a worksheet is all white, then the
inputs and printable report are the same. Some of the worksheets are linked to previous worksheets. Feel free to enter numbers into previous worksheet cell references if you haven't completed the
previous sheets. Calculations and formulas aren't protected, so check blank cells in the report sheets before entering values.
Some of the worksheets have tables with summary calculations at the end of the table. If you need to insert more rows, insert them in the middle of the data entry fields so the sum formulas capture the new
fields. Some of the worksheets have hidden rows or columns for formula calculations and deleting them will modify some of the features. If you modify worksheets and wish to return to the original format,
simply download a fresh copy from your account at www.qlutch.com.
Calculate the cost of goods for a product if your finance team doesn't have the figure.
Calculate the cost of goods for a service if your finance team doesn't have the figure.
Results Keep your historical COGs in one place for easy reference.
Determine the appropriate size of your marketing budget based on your annual goals & threshold ROI.
Results Calculates your marketing budget maximum based on your ROI goals and revenue goals.
Determine a projected ROI or actual ROI for a marketing campaign, using one of three different methods: COG Method, Gross Profit Method, or CLV Method.
Determine a projected ROI or actual ROI for a marketing campaign, using alternate methods.
Determine the incremental ROI for increasing marketing expenditure -- to determine net ROI including the additional investment.
Results Calculates projected ROI for a marketing campaign with increased expenditures.
Records your sales process conversion rates in case you haven't completed 5-Sales Process.
Results Calculates conversion rates at each step in the sales process, as well as a final customer conversion rate.
Cost of Goods Calculation - Product
Calculate COGS per unit if your accountant/finance team cannot provide that figure.
Product / service
Time period:
Total materials $ -
Labor specifically to produce the product (ie laborers who are assembling)
Total labor $ -
Production facility expenses (if facility is solely for this product; or use a % of
overhead)
$ -
TOTAL COGS $ -
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Cost of Goods Calculation - Service
Calculate COGS per unit if your accountant/finance team cannot provide that figure.
Product / service:
Time period:
Total $ -
Total $ -
Total $ -
Total other $ -
TOTAL COGS $ -
606223062.xls - b 3
Cost of Goods Tracking
Track your COGs over time.
606223062.xls - c 4
ROI-Based Marketing Budget Calculator
Determine the appropriate size of your marketing budget based on your annual goals & threshold ROI.
Notes
Different companies include different expenses in their ROI calculations. A traditional "textbook" calculation is ROI = ((Revenue - COGs) - investment)/investment.
However, that calculation may not be a true indicator of the profit that your marketing investment earns for the company because it doesn't include variable incremental expenses
incurred with the sale of a particular product (for example, a sales commission that must be paid) or an allocation for overhead or fixed costs that the company needs to cover.
If you're using the traditional formula, your ROI figure will be much higher than the formula that includes overhead and incremental expenses. However, the latter calculation is a truer
measure. See your finance team for assistance.
If you're going to include these expenses in your ROI calculation, list them below; otherwise, skip to the ROI
Calculation.
Time period:
Product
Overhead allocations
Total overhead $ -
Total revenue projected for the time period
% of revenue to allocate to overhead #DIV/0!
Time period:
Goal Value
Revenue goal F
Expected COGs G
Expected gross margin (profit) (F-G) $ - H
Additional expenses (from above, if using) $ - I
Desired ROI (your hurdle rate) J
Marketing budget (G-H)/(J+1) $ -
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Marketing Investment
Quickly tally the items in your campaign.
Total $ -
606223062.xls - e 6
Marketing ROI Calculations
Project your ROI for a campaign.
To calculate a net ROI, enter your overhead and incremental expenses. Otherwise, jump below to the calculations.
Overhead allocation (if using) #DIV/0! E *Calculated from above Overhead allocation (if using) #DIV/0! E *Calculated from above
Incremental costs (if using) $ - F *Calculated from above Incremental costs (if using) $ - F *Calculated from above
Marketing investment: A
# of new customers B
Projected profit $ - D
606223062.xls - f 7
Alternate ROI Calculations
Project your ROI for a campaign using other criteria.
Campaign
What is your success measurement (X) for the campaign?
(For example, meetings, click-throughs, newsletter signups, proposals, etc.)
Of the prospects who get to step X, what percentage of them will D *If you've defined your sales process, reference this
figure there. If not,worksheet j can assist.
typically become customers?
Now choose whether to calculate your ROI based on LIFETIME VALUE or Revenue / Gross Profit for this single purchase
Average lifetime value F
*Can be calculated in 28.3 - CLV Calculation
Total value delivered (E*F) $ - G
OR
H
Total units sold from the campaign
Revenue per unit I
606223062.xls - g 8
Incremental ROI Calculator
Determines the incremental ROI for increasing the expenditure, so you can determine your net ROI including the additional investment
Campaign Name
Projections for
ADDITIONAL
Current Campaign New Campaign Total
campaign
contribution ONLY
Marketing investment $ -
# of impressions a a $ -
Expected response rate c c #DIV/0!
Total responses: d = a * c d - d - -
% of responses that will become customers e e
# of customers: f = d * e f - f - -
Value of each new customer (CLV) g g $ - $ -
ROI
Hurdle rate
Current Campaign #DIV/0!
Increased Investment #DIV/0! * Decision
Revised ROI* #DIV/0! #DIV/0!
*If increased investment ROI is negative, you may choose not to implement, even if it still produces a revised ROI higher than your hurdle rate.
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Marketing ROI Tracking Sheet
Track the ROIs for your campaigns. Categories (if using) Hurdle rate
606223062.xls - i 10
Sales Process Reference
This sheet is part of Sales Process subject; it documents the steps your prospects take in their
buying process, then estimates the percentage that move from one step to the next.
If you need your quick process for sheet g, use this sheet.
Calculation:
Of those who reach this
Cumulative % of total
Step # Customer buying step step, what % of them will
prospects who reach
move forward to the next?
this step
1 100.0%
2
3
4
5
6
7
8
9
10
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