In a Q4, 2006 online research project developed by Forrester Research, the researcher revealed that some things never change. Business-to-business marketers still do not consistently track the ROI on their lead generation programs.

The research shows that a little over 50% do track the basics such as the number of leads generated and the cost per lead. But only 35% of the marketers track the cost-per-sale and a paltry 20% follow customer profitability after the sale.

With the software and CRM systems available today, why don’t more BtoB marketers do the basics in evaluating the ROI for their lead generation efforts? Tracking results in a meaningful way should help such marketers make their case with the CEO and CFO for more marketing budgets.