I didn’t expect the comments section of my recent LinkedIn video to cause a stir.
After all, I was just sharing some stats from our recent original research on The Evidence Gap that we’re experiencing (buyers want more statistical ROI proof points in the buying cycle — sellers don’t have them to share).
What I thought was a casual share about the Evidence Gap and what marketers can do about it became a “let’s rag on ROI” fest.
“ROI is useless. COI is almost as useless. Theoretically, everyone wants them but nobody believes them, even when they control all the inputs.”
“I’m most skeptical of ROI-type numbers when a sales person is TELLING them to me, versus building them with me…nah, bro. You don’t tell me the ROI, just like you don’t tell me the risks associated.”
“The best business cases are built in concert with your customer.”
Marketers…I’m inviting you to the magic mirror with me.
Mirror, mirror, on the wall…have we ruined ROI once and for all?
Nobody believes our ROI
I’ll be the first marketer to admit it (or, third, I guess. Right after Mark and Jess): I’m part of the problem.
You know when you unearth an absolutely stunning ROI stat from a rockstar customer with a perfect (and, usually, uncomplicated) use case, and your little marketing eyes do that little money symbol thing like Daffy Duck?
It’s because you know that gorgeous little quantifiable nugget is going to drive your marketing efforts for the next year. You’re going to plaster that bad boy all over every single landing page, pitch deck, one-pager, and nurture sequence possible.
But, your little marketing conscience? It knows it’s not a true representation of the results that the majority of your customers see. It knows that’s the absolute best-case scenario.
…does that stop you? Not usually. Because how good would “200% ROI” look on that homepage?!
But we know it. ROI is being cherry-picked for landing pages and fluffled up for pitch decks, and — industry wide — ROI is losing its validity.
YIIIIIKES.
I truly think we as marketers in B2B are at a fork in the road moment.
We can either:
A) Keep cherry-picking our best-case-scenario ROI stat and plastering it all over every sales and marketing asset imaginable and completely ruin the credibility of ROI.
OR
B) Lean into using third-party vendors to gather Verified ROI (a REALISTIC representation of the ROI your product can provide) and start gaining — and keeping — our buyers’ trust.
According to our original research, the 2024 Evidence Gap Report — which features survey results from 619 B2B buyers, sellers, and marketers — two-thirds (67%) of sellers said a deal of theirs has suffered or been slowed down because they couldn’t produce relevant, specific customer evidence in a timely manner.
The problem: When you walk into a buying discussion with only internal data, your stats feel more like fiction than fact.
Buyers aren’t just looking for numbers — they’re looking for proof. And when your proof looks self-serving, the trust you’re trying to establish evaporates.
As Mark Kosoglow, CEO and Co-Founder at Operator.ai, puts it, “I rarely believe what a vendor tells me because I’ve seen so many times how these numbers are created.”
This is where third-party verification comes into play
What’s the difference between ROI data and verified ROI data?
Simple: it’s all about who’s sourcing the data. When your internal team shares ROI numbers, there’s no independent source backing it up. So, while it might sound good, to a buyer, it’s just your word against their skepticism.
But with verified ROI data, there’s an unbiased third-party vendor who sources the data and creates the ROI model, providing unbiased validation that your product actually delivers as promised.
That means the data is:
Unbiased
Because, let’s be real — any marketer could team up with their data folks to whip up a glowing stat (not that you would!). That’s why independent validation matters.
Grounded in reality
A credible ROI story comes from more than just a few handpicked customer wins. It needs a realistic, trustworthy model based on actual product use cases. If your prospects don’t buy that the ROI is achievable, they’re not buying in at all.
Relevant for that specific buyer
Realism is just part of it — applicability is what makes the impact stick. Grand numbers like “saved $3 million in a year” sound impressive, but most companies can’t relate. Focusing on measurable improvements and percentages that your prospects can plug into their own scenarios makes your ROI story actionable and widely applicable.
It’s like having a mechanic certify a car before you sell it. Sure, you can just tell your prospect the car is flawless under the hook — but where’s the proof?
I keep going back to this stat from our original research — 67% of buyers stated they want compelling ROI statistics before making a purchase decision, yet only 38% of vendors provide this level of evidence.
That’s the crux of the issue we’re facing — it’s the evidence gap. And third-party verified ROI is one of the ways marketers can start to close that gap.
The bottom line of Verified ROI
In today’s market, verified ROI is more than a bonus — it’s a game-changer. Here’s why teaming up with a third-party verification partner could be the smartest move for your GTM team.
Save time, win faster
When it’s all about moving deals forward, every minute counts. Partnering with a third-party verification provider means your team isn’t stuck in endless proof cycles. With verified ROI in hand, they can walk into meetings ready to close, skipping the long back-and-forth that often slows things down. Plus, a streamlined verification process can have this impact rolling in just 90 days.
Build credibility that pays off
Third-party verification doesn’t just support your claims — it drives real value. Unverified data can drag out sales cycles and cost deals, as prospects question the “proof” they’re being presented with. Partnering with a verification provider helps you avoid this hurdle, delivering data that’s accurate, trusted, and ready to convert.
Differentiate with buyer-ready data
Today’s buyers are more cautious than ever, with two-thirds saying they prioritize a solid business case when evaluating new software. Yet, almost half report they aren’t seeing the evidence they need. By investing in third-party-verified ROI, you set yourself apart from the competition. With data your buyers trust, you’re meeting them exactly where they are — ready to move forward with confidence.
How to get started with third-party verification
Here’s how to get started with third-party verification:
- Figure out where proof is needed: Focus on the ROI metrics, testimonials, and customer feedback that your buyers care about most.
- Choose a trusted third-party verifier: Partner with an established verifier who can independently validate your data and back your claims.
- Identify your pool and get transparent: Make sure your verifier is going wide (surveys) and deep (customer interviews) to confirm the validity of your data. Then, make sure your sales teams can explain the methodology (at least at a high level)
- Conduct third-party interviews and surveys: Collaborate with your verifier to set up detailed surveys and customer interviews that dig into specifics. This process goes beyond a checkbox — it’s about gathering real stories and solid metrics that showcase your product’s impact.
- Analyze the results and get that customer evidence out there: Use that customer evidence in your sales decks, case studies, and pitches to build credibility fast.
If you’re looking for more in-depth info into the “how” of any of these steps, this is a great place to dig deeper.
Take the guesswork out of your data
With third-party verification, you can walk into every pitch backed by bulletproof evidence that fast-tracks trust and closes deals. Ready to give your sales team the confidence they need? UserEvidence would love to be your third-party validation dream team. Learn more about UserEvidence ROI Studies here.
