- The Customer Success Pro's Newsletter
- Posts
- ROI vs Value
In partnership with
Hey there, CS Pros!
Ever feel like customers are ignoring your calls and emails?
You’re not alone.
But here’s the thing—it’s not you. It’s how we, as CSMs, communicate.
One common mistake?
Using ROI and Value interchangeably.
Today, I’ll break down the difference, show you how to tailor your message, and even give you email examples to get responses from different stakeholders.
Part 1: ROI vs. Value—What’s the Difference?
ROI (Return on Investment) and Value aren’t the same thing.
• ROI is all about numbers.
It’s measurable—think cost savings, revenue growth, or efficiency gains.
• Value is about impact.
It’s broader—better workflows, improved collaboration, or strategic outcomes.
If you don’t know the difference, you risk sounding generic. And generic messages? They get ignored.
Wanna win a free pair of Airpod Pros?
Our lovely sponsors at Vitally are making it possible for you to win a free pair of AirPods Pro by registering for a qualified demo with them. Vitally is an all-in-one customer success platform that helps CS Pros make data-driven revenue decisions. Vitally gives you a 360 view on measuring customer outcomes at scale by using their ‘Goals’ feature.
Goals help you standardize Goal-setting across your teams and customers to accurately measure the effectiveness of your processes
Don’t have set goals yet as a team, no worries…you can Create a Goal template to easily set Goals for Accounts or Organizations without having to define each one from scratch with Vitally
If you want to win those free airpod pros go to vitally.io/cspro to schedule your demo.
Part 2: Why the Right Message Matters
To connect with your customer, you have to speak their language.
Here’s how to do it:
• CFOs want ROI.
They care about financial outcomes—show them numbers like cost reductions or increased revenue.
• Directors and VPs want Value.
They focus on team success and strategic goals. Highlight improvements in operations, collaboration, or long-term growth.
• CEOs want both.
They need to see how Value drives ROI and aligns with their vision for the company.
Being strategic means knowing who you’re talking to and tailoring your message.
Example Email to CFOs: Focus on ROI
Hi [CFO’s Name],
I wanted to highlight the impact [Product Name] is having for [Customer’s Company Name].
Since implementation, you’ve achieved [specific result, e.g., “a 15% reduction in processing time”], which equates to an estimated $50K in annual cost savings.
If you’d like, I can schedule time to review this data in more detail and explore other ways to increase ROI.
Let me know what works best for you.
Regards,
[Your Name]
Example Email to a Director or VP: Focus on Value
Subject: Optimizing Team Efficiency with [Feature/Function]
Hi [Director’s Name],
I hope this finds you well.
I’ve been reviewing your team’s use of [specific feature], and I noticed they’ve already streamlined [specific process or task] by 25%.
This is a fantastic step toward improving overall team efficiency. Would you be open to a call to discuss additional ways we can enhance workflows and align with your goals for the quarter?
Looking forward to your thoughts.
Best,
[Your Name]
Example Email to a CEO: Combine ROI and Value
Subject: Accelerating Growth with Measurable Impact and Results
Hi [CEO’s Name],
I wanted to share a quick update on how [Product Name] is helping [Customer’s Company Name] achieve your goals.
So far, we’ve delivered measurable ROI—like a 20% increase in productivity and $100K in annual cost savings.
More importantly, we’re seeing a significant improvement in [specific strategic outcome, e.g., “cross-team collaboration”], which aligns directly with your vision for [Company Name].
Would you like to connect for a high-level review of progress and next steps?
Best,
[Your Name]
Part 3: What Happens When You Get It Right
When you tailor your message to the recipient:
• CFOs will see you as a financial problem-solver.
• Directors will trust you to improve their team’s success.
• CEOs will view you as a strategic partner driving big-picture results.
Suddenly, you’re not just another email in their inbox. You’re the person who understands their priorities.
Part 4: Three Key Takeaways
1. ROI is for numbers-driven stakeholders.
Show the measurable financial impact of your product.
2. Value is for team-focused stakeholders.
Focus on how your product improves collaboration or workflows.
3. Tailor every email.
Speak directly to their role and priorities. A personalized message gets a reply; a generic one gets ignored.
The Bottom Line
When you understand the difference between ROI and Value—and know how to tailor emails accordingly—you’ll stop getting ignored.
Instead, you’ll open doors to meaningful conversations, build trust, and drive results for your customers and your business.
Time to hit “send” on your next great email.
🎁 Feedback is a gift. What did you think of today's newsletter?Your feedback helps me create better emails for you! Got more feedback or just want to get in touch? Reply to this email and we’ll get back to you. |
That's all for now.
I hope you’ve found this newsletter helpful. If you did, feel free to forward it to a friend or a colleague—sharing is caring! If you have any questions or suggestions, please contact us.
Cheers to your CS success,
Anika
Free Resources
Whenever you are ready to take the next step, here’s how I can help:
Get Your Team Booked on 3.8 Million Podcasts Automatically
It's 2025. Want to finally be a regular podcast guest in your industry? PodPitch will make it happen. Even the beehiiv team uses it!
The best way to advertise isn't Meta or Google – it's appearing on podcasts your customers love.
PodPitch.com automates thousands of weekly emails for you, pitching your team as ideal guests.
Big brands like Feastables use PodPitch.com instead of expensive PR agencies.