Preface—The Realities of ROI

OverviewWe are pleased to introduce to you the first book in the ROI Six Pack, which is part of the Measurement and Evaluation Series at Pfeiffer. These six books provide the latest tools, practical research, and how-to advice on measuring return on investment (ROI) in a variety of programs. This book offers an overview of the ROI Methodology.
The term return on investment summons a variety of images, ideas, concerns, and even fears. Some professionals are frightened by the idea of evaluating ROI for learning and development, performance improvement, human resources, technology, quality, and marketing. They become anxious about how ROI may be interpreted and used. Professionals who are open to learning about the ROI Methodology and its benefits, however, view it as an opportunity, a challenge, and a tool for improving programs and solutions. Although some debate its appropriateness, others quietly and deliberately pursue ROI in a variety of settings—and achieve impressive results.
The ROI Methodology is not for everyone or for every organization. Some organizations lack the trust and support that ROI requires. The successful champion of the ROI Methodology must be willing to learn, change, and try new things, using ROI as a process improvement tool. Without this attitude and approach, it may be best not to try. ROI Fundamentals provides the information necessary for individuals to use ROI to their advantage and become an advocate for the ROI Methodology.
ROI is growing in prominence and popularity; many professionals, managers, and senior leaders are trying to decide whether it is right for their organization, particularly for nontraditional applications. They need information about ROI, so that they can make decisions based on fact. Barriers to the implementation of ROI do exist; many of them are real, others perceived. Either way, these barriers can be eliminated—and success achieved—with the ROI Methodology. In the last decade, through our work with ROI, we have observed some realities about ROI; knowing about these realities may help individuals decide whether the pursuit of the ROI Methodology is worth the effort. The realities presented here reflect the drivers behind these six books and illustrate some of the challenges that an advocate will face. The stage is set for training and performance improvement executives who can accept the realities and challenges of ROI and use it to reach their goals.