This is a very basic ROI planning tool that allows you to run scenarios with just 9 input values (bottom section). It was developed to show the importance of viewing both marketing and sales effectiveness (and costs) to manage profitable lead generation. There is an input for “co-op credits” which is used by companies who resell other company products and would receive co-op marketing funds from those companies. Just zero this out if it does not apply. Input your planning assumptions or actual results in the bottom section and view the calculated outputs and ROI in the top visualized section.
Ultimately, ROI tools should provide insights that guide your strategic planning and investment decisions toward greater profitability.