Rethinking AI ROI: you’re probably doing it backwards
If you’ve ever asked, “How can I calculate the ROI of implementing AI in my business?” — you’re not alone. It’s one of the most common questions we hear on discovery calls. And it makes sense. When you’re investing in new technology, you want to make sure the numbers work.
But here’s the surprising truth: most companies are measuring AI ROI completely backwards.
They focus only on cost reduction. And while cost savings are important, they barely scratch the surface of what AI can deliver.
Let me show you a better way.
A real-world example
A business invested 6.000 € in an AI system to support their sales team. Their original goal? Save time and reduce manual work.
They figured that if the AI could save them 6.000 € in time or labor, it would break even. That was their whole ROI model.
But something unexpected happened.
After implementation, their sales team started closing deals 40% faster. Their win rate jumped by 25%. And, even better, their reps said they felt more confident and focused in their day-to-day work.
None of these wins showed up in their original ROI calculation.
Yet those benefits were worth far more than the 6.000 € investment.
That’s when we realized that AI ROI needs to be measured across three dimensions, not just one.
AI ROI Dimension 1. Efficiency: the traditional ROI model
This is the baseline. It’s what most people think about when they hear “AI ROI.”
You’re calculating how much time or money you can save by automating tasks.
With AI in your sales process, this might include:
- Time saved per prospect: AI speeds up data entry, research, or lead scoring.
- Reduced admin work: freeing your reps from CRM updates or manual follow-up emails.
- More prospects contacted: because AI tools can help scale outreach quickly.
These efficiency gains are real. And they matter. But if this is the only thing you measure, you’ll miss 80% of the value AI can bring.
AI ROI Dimension 2. Value Creation: enhanced ROI
This is where things get interesting. AI doesn’t just make your team faster. It makes them better.
In the case of a sales team, it improves how they sell, who they sell to, and how consistently they follow up. Here’s what that looks like:
- Higher win rates: because AI helps employees focus on the right leads and tailor their pitches.
- Better prospect qualification: ensuring time is spent only on high-value tasks.
- Improved follow-up consistency: with AI-generated reminders, emails, and touchpoints.
These value-creation benefits lead to more deals closed. More revenue. And a better experience for your customers.
They’re harder to measure up front. But they’re the real engine behind long-term business growth.
AI ROI Dimension 3. Strategic Advantage: long-term ROI
The third dimension is the one few companies think about. But it may be the most valuable.
AI doesn’t just improve current performance. It builds a repeatable, scalable system for the future.
Here’s what we mean:
- Compounding cost savings: as new employees join, your system scales without new overhead.
- Talent retention: when employesfeel supported by tech, they stick around longer.
- Process scalability: you can train new hires faster and more consistently with AI-backed playbooks and tools.
AI becomes part of your competitive edge. It’s not just about today’s revenue. It’s about building a system that grows with you.
Shift your focus: from “How much can we save?” to “What becomes possible?”
When evaluating AI, most teams start with the wrong question: “How much can we save?”
But that’s only part of the picture.
Instead, ask yourself:
- What would your team do with 30% more time each week?
- How would perfect follow-up on every lead change your sales numbers?
- What if every sales rep performed like your top performer?
These questions shift your thinking from short-term cost savings to long-term opportunity.
Because the real value of AI isn’t just efficiency — it’s potential.
A framework you can use right now
If you’re planning to invest in AI, use this simple 3-part framework to evaluate the return:
- Efficiency Gains
- Calculate time saved, tasks automated, and labor reduced.
- Value Creation
- Measure improvements in win rates, speed to close, and consistency.
- Strategic Advantage
- Think about scalability, retention, and long-term competitive edge.
Don’t just plug numbers into a cost-savings formula.
Instead, ask yourself what success would really look like for your business. Then let AI help you get there.
