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ROI on the Fly: Using Existing Data to Determine ROI

In 2001, 14 dealers from a Latin- American power company had their sales representatives participate in a program intended to increase revenue by improving sales performance. The trainers conducted an evaluation, including ROI, to quickly determine the business benefits.

In the interest of speed, ROI analysis relied on existing data. This included:

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1. Cost for the initiative.

2. Participating dealers' net revenue dollars, according to three classifications:

a. Win-back revenue: former cu

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