Webinar — Selling Innovations and GO

The ROI Paradox: Why Buyers Doubt ROI Claims

ROI is supposed to make a buying decision easier. In practice, the way it is created and presented can make the decision harder.

Featuring sales expert Ted McKenna, bestselling co-author of The JOLT Effect, based on analysis of 2.5 million sales calls.

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Hosted by Selling Innovations.

What the webinar covers

• Where ROI claims fail across the sales cycle
• Why case studies and calculators can undermine trust
• The buyer's fear of realising value
• Four ways to de-risk the value case, including third-party validation and outcome underwriting

A credible value case makes accountability visible

The strongest value cases show the evidence, model the uncertainty, and state what the buyer and vendor must each do. The case should be co-created, buyer-specific, externally defensible, and explicit about its conditions.

The speakers

James Davies — Co-founder, GO

James previously worked in Lloyd's of London insurance pricing and founded WePredict, acquired by J.D. Power in 2022. He now focuses on third-party risk modelling, certification, and outcome underwriting.

Ted McKenna — Co-founder and CEO, Selling Innovations

Ted is a bestselling co-author of The JOLT Effect and his research is based on 2.5 million B2B sales conversations.

Dave Anderson — Co-founder and COO, Selling Innovations

Dave is a former CEB and Gartner leader and private-equity go-to-market operator.