One technique to determine your ROM or rather, the potential for ROM, is to evaluate what your messaging isn't accomplishing.

Here are a few indications that your return on messaging isn't what it might be:

• The sales force is like the Marine Corps - every sale is a frontal assault from the beachhead. Marketing messaging hasn't softened the beach with a preparation of competitive differentiation, customer experiences, benefit visualization and other messages that can be delivered more effectively than by your sales force. Quick check: survey the sales force and determine how much of the sales cycle is spent on common differentiation or sales information - versus customization to that particular prospect. Chances are, you'll see the 80/20 rule at work. That's a tell-tale that your marketing messaging isn't doing the job.
• It's hard to differentiate between your competitive message and that of your competitors. They could use the same message that you do (or perhaps they do) and it would be equally valid. That's a great way to be considered a "me too" vendor.
• There is little or no competitive intelligence - a clear picture does not exist of how your competition sells and why their products or services are bought. Conversely, there is no competitive inoculation in your messaging. Competitive inoculation is anticipating and countering the competition's sales messages without mentioning them by name. Without knowing the competitive sales messaging - you can't read the signals from the prospect that they may be "wired" to buy from your competition - and they only need a competitive bid to award the business to them. And you'll be a nice guy and waste your time providing one.
• "Round up the usual sales leads" - leads are pursued from traditional channels or sources, and no attention is paid to changes in customer buying patterns or needs. At any given moment, perhaps only 5% of the total potential customer universe for any market is in the buying mode - but the composition of the 5% changes constantly. If too many of the sales are from existing customers - that's a danger sign. The market may be changing underneath you, and by the time it's obvious - it's too late. It's a popular form of marketing denial. Check on the percentage of sales that is coming from new customers.

When it comes to measuring how your marketing supports your sales effort - look closely at how effectively your marketing messaging supports your sales effort. The more messaging your sales force has to do - the less your marketing is providing.