Why are marketers still arguing about ROI in 2025? 🤯 “ROI is reductive!” “You can’t measure brand!” Meanwhile…budgets are getting slashed and CFOs are sharpening their scissors.
In this episode, we’re joined by Jordan Stachini—founder of Co & Co and proud member of the “least-fluffy marketers” club—to cut through the noise. We get real about what ROI actually is (and isn’t), how to report it without strangling creativity, and how to keep your budget safe when the money people come calling.
We get into:
✅ “All sales are conversions—but not all conversions are sales.” How to set objectives and measure the right thing at each stage
✅ Holistic > siloed: why channel-by-channel ROI gets marketers in trouble (and how to report at the right altitude for board, C-suite, and team)
✅ When you don’t have revenue access: scrappy ways to start measuring today (yes, even if it’s manual)
✅ Offline → online is one journey: activations that earn digital reach (and why tying every post to a till receipt is a trap)
✅ Founder taste ≠ ICP truth: keeping opinions out of your metrics
✅ Talking to CFOs without losing your soul (or your budget)
✅ “Champagne results on lemonade money”: setting realistic ROI expectations
✅ AI vs human creativity: Billy bookcase content vs bespoke craftsmanship—and why connection still wins
✅ Regional ads that slap (Hooch in Ancoats) vs ones that flop (Magnum in Piccadilly Gardens)—and the ROI lesson behind both
If you’re done with ROI theatre and want a practical playbook for proving value without dumbing down your marketing, this one’s for you.
We’re Ruta and Emma, the marketing consultants behind Blame it on Marketing.
If you’re in B2B SaaS or professional services and looking to do marketing that actually drives revenue and profit, we’re here for it.
Visit blameitonmarketing.com and let’s get this show on the road.
