Cost Of Inaction (COI)

when the status quo hurts the bottom line.

Using COI as sales tool & urgency driver.

You know about ROI - Return On Investment. Calculating how much money you can make/save based on investing X.

"investing $100k in this solution will yield $1M+ of net new revenue", ie a 10x return on your investment, would be an extreme example of a no-brainer ROI.
Though most ROI will fall under this ratio.

It has been a pillar of Sales strategies since the Neanderthals (or thereabouts).

However, the impact of using ROI has diminished over the years, as