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How do you determine the ROI on your marketing and sales investments?

Unfortunately, most marketers focus on the conversion rate - say 5%. But this is a fundamental error: what about the other 95 per cent that haven't converted? What can be done about them?

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How do you determine the ROI on your marketing and sales investments?

Unfortunately, most marketers focus on the conversion rate - say 5%. But this is a fundamental error: what about the other 95 per cent that haven't converted? What can be done about them?