I recently stumbled across a new way to think about return on investment. The author of the post suggested that instead of analyzing strategies from a 'return on investment' basis - we instead analyze the strategies and opportunities from a Return on Relationship view.
Personally, I really like this. In 2004, I was campaign manager for a closely competed Maine State Senate district race (in southern Maine). One of the strategies we used was to identify COIs - people who were Centers of Influence with large personal networks.
When you analyze your marketing strategy - do you target COIs? What is the Return on Relationships from engaging these COIs at tableside? Better yet, what is the ROR on searching for and engaging COIs through social media?