I hate the phrase ROI so much I call it the Religion of Insecurity. I've found two ways to respond to this when asked. And yeah, I've said to founders, sales leaders, and my favorite, CFOs. - "What do you need the ROI to be to make this a no-brainer. When they lie, and believe me they will, I actually use the numbers they gave me in discovery to show I can do even more or explain why their rationale is out of whack" Now my other favorite way to respond. 2.