The Pedowitz Group Logo in blue and green colors
  • Solutions
    1-1
    MARKETING CONSULTING
    Operations
    Marketing Operations
    Revenue Operations
    Lead Management
    Strategy
    Revenue Marketing Transformation
    Customer Experience (CX) Strategy
    Account-Based Marketing
    Campaign Strategy
    CREATIVE SERVICES
    CREATIVE SERVICES
    Branding
    Content Creation Strategy
    Technology Consulting
    TECHNOLOGY CONSULTING
    Adobe Experience Manager
    Oracle Eloqua
    HubSpot
    Marketo
    Salesforce Sales Cloud
    Salesforce Marketing Cloud
    Salesforce Pardot
    4-1
    MANAGED SERVICES
    MarTech Management
    Marketing Operations
    Demand Generation
    Email Marketing
    Search Engine Optimization
    Answer Engine Optimization (AEO)
  • AI Services
    ai strategy icon
    AI STRATEGY AND INNOVATION
    AI Roadmap Accelerator
    AI and Innovation
    Emerging Innovations
    ai systems icon
    AI SYSTEMS & AUTOMATION
    AI Agents and Automation
    Marketing Operations Automation
    AI for Financial Services
    ai icon
    AI INTELLIGENCE & PERSONALIZATION
    Predictive and Generative AI
    AI-Driven Personalization
    Data and Decision Intelligence
  • HubSpot
    hubspot
    HUBSPOT SOLUTIONS
    HubSpot Services
    Need to Switch?
    Fix What You Have
    Let Us Run It
    HubSpot for Financial Services
    HubSpot Services
    MARKETING SERVICES
    Creative and Content
    Website Development
    CRM
    Sales Enablement
    Demand Generation
  • Resources
    Revenue Marketing
    REVENUE MARKETING
    2025 Revenue Marketing Index
    Revenue Marketing Transformation
    What Is Revenue Marketing
    Revenue Marketing Raw
    Revenue Marketing Maturity Assessment
    Revenue Marketing Guide
    Resources
    RESOURCES
    CMO Insights
    Case Studies
    Blog
    Revenue Marketing
    Revenue Marketing Raw
    OnYourMark(et)
    assessments
    ASSESSMENTS
    Assessments Index
    Marketing Automation Migration ROI
    Revenue Marketing Maturity
    HubSpot Interactive ROl Calculator
    Website Grader
    AI Agents
    Content Analyzer
    Marketing Automation
    AI Readiness Assessment
    HubSpot TCO
    guide
    GUIDES
    Revenue Marketing Guide
    The Loop Methodology Guide
    Revenue Marketing Architecture Guide
    Value Dashboards Guide
    AI Revenue Enablement Guide
    AI Agent Guide
    The Complete Guide to AEO
  • About Us
    industry icon
    WHO WE SERVE
    Technology & Software
    Financial Services
    Manufacturing & Industrial
    Healthcare & Life Sciences
    Media & Communications
    Business Services
    Higher Education
    Hospitality & Travel
    Retail & E-Commerce
    Automotive
    about
    ABOUT US
    Our Story
    Leadership Team
    How We Work
    RFP Submission
    Contact Us
  • Solutions
    1-1
    MARKETING CONSULTING
    Operations
    Marketing Operations
    Revenue Operations
    Lead Management
    Strategy
    Revenue Marketing Transformation
    Customer Experience (CX) Strategy
    Account-Based Marketing
    Campaign Strategy
    CREATIVE SERVICES
    CREATIVE SERVICES
    Branding
    Content Creation Strategy
    Technology Consulting
    TECHNOLOGY CONSULTING
    Adobe Experience Manager
    Oracle Eloqua
    HubSpot
    Marketo
    Salesforce Sales Cloud
    Salesforce Marketing Cloud
    Salesforce Pardot
    4-1
    MANAGED SERVICES
    MarTech Management
    Marketing Operations
    Demand Generation
    Email Marketing
    Search Engine Optimization
    Answer Engine Optimization (AEO)
  • AI Services
    ai strategy icon
    AI STRATEGY AND INNOVATION
    AI Roadmap Accelerator
    AI and Innovation
    Emerging Innovations
    ai systems icon
    AI SYSTEMS & AUTOMATION
    AI Agents and Automation
    Marketing Operations Automation
    AI for Financial Services
    ai icon
    AI INTELLIGENCE & PERSONALIZATION
    Predictive and Generative AI
    AI-Driven Personalization
    Data and Decision Intelligence
  • HubSpot
    hubspot
    HUBSPOT SOLUTIONS
    HubSpot Services
    Need to Switch?
    Fix What You Have
    Let Us Run It
    HubSpot for Financial Services
    HubSpot Services
    MARKETING SERVICES
    Creative and Content
    Website Development
    CRM
    Sales Enablement
    Demand Generation
  • Resources
    Revenue Marketing
    REVENUE MARKETING
    2025 Revenue Marketing Index
    Revenue Marketing Transformation
    What Is Revenue Marketing
    Revenue Marketing Raw
    Revenue Marketing Maturity Assessment
    Revenue Marketing Guide
    Resources
    RESOURCES
    CMO Insights
    Case Studies
    Blog
    Revenue Marketing
    Revenue Marketing Raw
    OnYourMark(et)
    assessments
    ASSESSMENTS
    Assessments Index
    Marketing Automation Migration ROI
    Revenue Marketing Maturity
    HubSpot Interactive ROl Calculator
    Website Grader
    AI Agents
    Content Analyzer
    Marketing Automation
    AI Readiness Assessment
    HubSpot TCO
    guide
    GUIDES
    Revenue Marketing Guide
    The Loop Methodology Guide
    Revenue Marketing Architecture Guide
    Value Dashboards Guide
    AI Revenue Enablement Guide
    AI Agent Guide
    The Complete Guide to AEO
  • About Us
    industry icon
    WHO WE SERVE
    Technology & Software
    Financial Services
    Manufacturing & Industrial
    Healthcare & Life Sciences
    Media & Communications
    Business Services
    Higher Education
    Hospitality & Travel
    Retail & E-Commerce
    Automotive
    about
    ABOUT US
    Our Story
    Leadership Team
    How We Work
    RFP Submission
    Contact Us
Skip to content

How Do Financial Institutions Measure Demand Gen ROI?

Tie channels and plays to approvals, funded accounts, activated cards, loans booked, AUM growth and fee revenue—blending digital analytics with branch, advisor, and call-center outcomes for a complete ROMI picture.

Get the Revenue Marketing eGuide Take the Maturity Assessment

Measure demand gen ROI by mapping spend → touchpoints → approvals/funding/activation → balance or AUM growth. Attribute both digital and offline events (branch visits, advisor meetings, phone calls) to conversions, then calculate ROMI as (incremental revenue − cost) ÷ cost. Use cohorts and holdouts to isolate lift, align with GLBA/Reg Z/FINRA/SEC compliance, and report outcomes the business recognizes: funded accounts, booked loans, activated cards, advisory appointments kept, and retained balances.

What Should Banks, Wealth, and Insurance Track?

Approval & Funding Metrics — App start %, approval %, funded rate, time-to-funding; credit line and initial balance.
Activation & Usage — First purchase/ACH setup, digital wallet add, autopay enrollment, active rate at D30/D90.
Revenue & Unit Economics — Net interest margin (NIM), interchange/fees, ARPU, AUM inflows, cost per funded account or loan booked.
Offline Attribution — Call tracking to appointment, branch source codes, advisor calendar + CRM, policy issued or account opened in branch.
Risk & Retention — Early delinquency, charge-off %, churn %, first-term retention, products-per-household.
Compliance Signals — Consent and preference status, supervision/archiving, suitability and disclosures by channel.

The Financial Services ROI Playbook

Use this sequence to connect channel spend to approvals, funding, activation, and lifetime value—accurately and defensibly.

Define → Instrument → Attribute → Quantify → Validate → Report

  • Define outcomes & KPIs: Funded accounts, loans booked, activated cards, AUM growth; ROMI target and CPA(Funded).
  • Instrument identity & consent: First-party analytics, call tracking, offer IDs; CRM↔core/LOS/card processor/AMS identity; purpose-based consent.
  • Attribute online + offline: Connect digital touchpoints with branch/advisor and phone outcomes; capture appointments and source codes.
  • Quantify revenue & cost: Map balances, NIM, fees, and AUM to cohorts; include media, tech, and producer costs for true ROI.
  • Validate incrementality: Use holdouts, geo-tests, or CUPED; reconcile to finance totals and risk-adjusted returns.
  • Report and optimize: Build ROMI dashboards by product and segment; reallocate budget to top plays monthly.

ROI Capability Maturity Matrix

Capability From (Ad Hoc) To (Operationalized) Owner Primary KPI
Outcome Definition Leads/MQLs Funded/Booked/Activated, AUM inflow Finance/Marketing CPA(Funded), ROMI
Identity & Consent Cookie only CRM↔core/LOS/processor IDs; purpose-based consent RevOps/Compliance Match Rate, Audit Pass
Offline Capture Untracked branch/advisor Calls, appointments, source codes tied to funding Branch Ops/Wealth Attribution Coverage %
Revenue Mapping Clicks to leads Balances/NIM, fees, AUM per cohort Finance/Analytics ARPU/AUM per Acq $
Incrementality Attribution only Holdouts/geo-tests with risk adjustments Analytics Lift %, Confidence
Governance Ad hoc reviews Monthly revenue council with budget reallocation ELT/Marketing ROMI Trend, Payback

Snapshot: From Clicks to Cash

After unifying call tracking, branch source codes, and LOS data, a regional bank tied campaigns to funded accounts and AUM, improving ROMI and reallocating spend to top-performing plays. Learn how strategy and tools align: Technology & Software Guidance · Revenue Marketing eGuide

Build your ROI model with revenue-first tech choices and benchmark performance using the Revenue Marketing Maturity Assessment.

Frequently Asked Questions: Measuring Demand Gen ROI

How do we calculate ROMI for deposits and lending?
Use cohort revenue from balances/NIM and fees minus acquisition and tech costs. ROMI = (incremental revenue − cost) ÷ cost; include payback period.
How do we include branch and advisor conversions?
Track calls and appointments with unique numbers and source codes; sync advisor calendars to CRM and reconcile to funding/activation in core or LOS.
What’s the difference between attribution and incrementality?
Attribution assigns credit; incrementality proves lift with holdouts or tests. Use both to guide budget decisions.
How should we report to Finance?
Report funded accounts, loans booked, activated cards, AUM inflows, CPA(Funded), ROMI, and payback; reconcile totals to Finance and risk metrics.
What about compliance?
Maintain consent and preference records, supervised archiving, and state/FINRA/SEC disclosures. Limit PII sharing and version content.

Operationalize ROI for Financial Services

Connect spend to funded, activated, and retained value—then scale what works with revenue-first technology.

Explore Technology & Software Guidance
Explore More
Technology & Software: Build Revenue Revenue Marketing Transformation eGuide Revenue Marketing Maturity Assessment Essential Tools for Revenue Marketing

Get in touch with a revenue marketing expert.

Contact us or schedule time with a consultant to explore partnering with The Pedowitz Group.

Send Us an Email

Schedule a Call

The Pedowitz Group
Linkedin Youtube
  • Solutions

  • Marketing Consulting
  • Technology Consulting
  • Creative Services
  • Marketing as a Service
  • Resources

  • Revenue Marketing Assessment
  • Marketing Technology Benchmark
  • The Big Squeeze eBook
  • CMO Insights
  • Blog
  • About TPG

  • Contact Us
  • Terms
  • Privacy Policy
  • Education Terms
  • Do Not Sell My Info
  • Code of Conduct
  • MSA
© 2025. The Pedowitz Group LLC., all rights reserved.
Revenue Marketer® is a registered trademark of The Pedowitz Group.