Marketing ROI and Budget Review

Use this workflow when the builder wants to know whether marketing is producing the right leads and whether spend should continue, change, or stop. The userbase is the owner, sales manager, or marketing coordinator who needs to connect campaigns to actual pipeline and revenue.

Workflow outcome

At the end of this workflow, the team should know which campaigns are producing qualified leads, which budget items are approved or held, which creative needs review, and which follow-up channels need work.

Marketing screens connect campaign activity to lead quality, sales goals, ROI, referrals, NPS, and follow-up.

Step 1: Start with marketing performance

Open Marketing Dashboard or ROI Dashboard before approving spend.

Review:

1. Lead volume.
2. Lead quality by source.
3. Campaign spend.
4. Conversion into CRM stages.
5. Quote and won-work impact.
6. Referral and NPS signals.

Do not treat lead volume as success by itself. A high-volume channel that creates low-quality leads can slow the sales team down.

Step 2: Compare marketing to sales reality

Open Leads, CRM, and Quotes when marketing numbers need validation.

Ask:

• Did leads become qualified opportunities?
• Did quotes come from this source?
• Were the leads in the right service area and project type?
• Did follow-up happen quickly enough?
• Did the campaign create work the builder actually wants?

Step 3: Review budget approvals

Open Budget Approvals before increasing or renewing spend.

Approve budget only when:

1. The campaign goal is clear.
2. Expected lead type matches builder capacity.
3. Prior performance is understood.
4. Spend owner is known.
5. Review date is set.
6. ROI or learning goal is measurable.

Hold or reject spend when the campaign cannot be tied to an operating goal.

Step 4: Review creative and media

Open Creative Review or media upload pages when content is part of the campaign.

Check:

• Offer or message is accurate.
• Photos and assets match the builder's actual work.
• Claims are safe and not misleading.
• CTA leads to the correct intake path.
• Branding and contact details are correct.
• The sales team knows what homeowners will see.

Step 5: Review follow-up channels

Use Drip Campaigns, Referrals, Sale Events, and Ad Account Connections when the issue is channel management.

Keep each channel tied to a follow-up plan:

Channel	What to check
Drip campaigns	Audience, timing, message, unsubscribe risk, next action.
Referrals	Source, reward or thank-you process, conversion.
Sale events	Event date, lead capture, assignment, follow-up owner.
Ad accounts	Connection health and permissions.
NPS	Customer advocacy signals and service recovery needs.

Step 6: Decide the next marketing action

End the review with one of these decisions:

• Continue campaign.
• Increase budget.
• Reduce or pause spend.
• Revise creative.
• Change follow-up cadence.
• Move budget to a better source.
• Investigate sales follow-up gaps before blaming marketing.

Related screens

Portal area	Use it for
Marketing Dashboard	Overall marketing performance.
ROI Dashboard	Campaign return and funnel health.
Budget Approvals	Spend approval, hold, or rejection.
Creative Review / Media Upload	Campaign asset review.
Leads / CRM / Quotes	Proof that marketing created sales-quality opportunities.
Referrals / NPS / Drip Campaigns	Relationship-driven growth and follow-up.