The ROI trap: When Salesforce investments don’t pay off

You’ve paid the licenses, the system is live, but the ROI is missing. Why?

As consultants with over 60 completed projects, we are at the heart of successful implementations. We stand at the crossroads between business expectations, technological possibilities, and the daily work of end-users. It is precisely here, in this triangle, that success is born… but also failure.

One of the biggest frustrations for companies investing in Salesforce, the global leader in CRM solutions, is when, after a year, they realise that the return on investment (ROI) is nowhere near what they expected. Licenses are being paid for, the project is formally completed, yet the benefits are minimal.

Managers then ask the hard question: “Why?”

The answer is never simple, but over the years, we have clearly seen recurring patterns of failure. They can be summed up in one sentence:

The problem isn’t the technology - the problem lies in how projects are planned and executed.

In this section of our Salesforce Consulting Guide, we focus on precisely that: where ROI “disappears” and how it can be secured from day one.

The three pillars of a successful Salesforce project

For a project to be successful from start to finish, it must stand on three pillars:

• strategic planning,

• setting measurable goals, and

• tracking results.

1️⃣ Strategic planning

Many implementations start without a clear vision.

We hear statements like: “We want Salesforce to digitize sales / improve customer support / automate marketing campaigns.”

That sounds valid, but it’s far too abstract.

ROI requires precision.

• What exactly does “digitalisation” mean? Is the goal to increase closed deals by 20%?

• Which problems are being solved? Poor lead tracking? Slow approval processes?

• How will success be measured?

If these questions remain unanswered, the project becomes “system implementation for the sake of implementation.”

A few months later, the system exists, but no one can show a table that clearly says: “This brought us X euros in additional revenue or Y hours saved.”

2️⃣ Setting measurable goals

Imagine starting a new project.

In discussions, everyone agrees they need “better sales” and “more visibility,” but no one knows what that means in terms of actual numbers.

The result? The project is guided by a “feature list,” not business outcomes.

At the end of the quarter, the CFO asks: “Where’s the ROI?” And the team replies: “We implemented X, Y, Z…” instead of: “We reduced quote-to-close time from 10 to 6 days.”

Without KPIs and clear metrics, even the best team is wandering.

3️⃣ Tracking results

Ultimately, many companies fail to measure what they should.

There’s a general feeling that “the system works,” but without KPIs, no one knows whether closed deals have increased, response times have improved, or retention rates have grown.

Without measurement, ROI remains invisible. And if you can’t see it, you can’t improve it.

ROI is always a number, and you only get there through continuous measurement and optimisation. Too often, dashboards are created only when management asks for results. By then, it’s too late, because the right time to measure is from day one.

Other factors behind ROI failure

Of course, ROI failure is also influenced by other factors. Unrealistic deadlines that leave no room for proper preparation, or opting for a “cheaper solution,” are often reasons why many Salesforce implementations fail. Likewise, overly complex solutions tend to overwhelm users and slow down processes, even though experience shows that simpler Salesforce solutions deliver better results.

Still, the common denominator behind all these challenges is the same: lack of a clear plan and absence of result tracking.

How We at Kameleon Solutions Secure ROI from Day One

For us, ROI is not a coincidence. We design it.

With experience across 20+ B2B and B2C industries and offices worldwide, every Salesforce implementation we deliver is built from the start to provide measurable value and clear results.

1. We define goals and expectations upfront

We never start a project until we know exactly what success means for the client.

Is the goal to increase sales by 15%, shorten the sales cycle, improve customer support, or all of the above? Clear goals and KPIs are the foundation of ROI. When the starting point is clear, every subsequent decision makes business sense.

2. We implement in phases using agile methodology

“Big bang” projects carry big risks.

That’s why we introduce Salesforce step by step, in phases that can be tested and used right away. Agile methodology allows us to validate each new feature in practice, hear user feedback, and adjust the solution along the way. This ensures the system doesn’t remain on paper but actually becomes part of everyday operations from day one.

3. We encourage clients to track results continuously

ROI is not a number that magically appears after a year. ROI is built every single day. That’s why we work closely with clients to define and monitor KPIs, encourage them to track outcomes, and help interpret the data correctly.

That way, you always know exactly where you stand and what value you are getting.

How our client achieved ROI in Salesforce in just TEN MONTHS?

BetKing is a leading sports and online betting company in Africa, with more than 15,000 betting shops across Nigeria. For this client, we implemented Salesforce Sales Cloud and Service Cloud solutions, and the results were impressive: the project paid off in just 10 months.

What did that mean in practice?

• 100% efficiency in processing partnership (franchise) requests,

• significantly more efficient customer support operations and faster complaint resolution,

• real-time reporting on marketing activities and customer support results,

• and the achievement the client is most proud of: end-user satisfaction increased by 22%.

Our partnership with BetKing was also recognised by Salesforce: we received the prestigious Salesforce Outstanding New Logo SSA FY2022 award.

This recognition is awarded to partners who successfully position Salesforce as the best solution for unique and complex business challenges in Sub-Saharan Africa (SSA).

ROI in practice on the local market: Success story with Generali Osiguranje Srbija

One of the best local examples comes from our project with Generali Osiguranje Srbija and their 24/7 Medic Call Center.

The main solution for improving their customer service was Salesforce Service Cloud, but implemented strategically, not just technically. In less than three months, we also developed over 20 custom functionalities and consolidated all customer data in one place. This made every interaction faster, more personalised, and simpler.

The results were measurable and crystal clear, exactly what ROI requires:

• 40% shorter call duration, thanks to clearer processes and consolidated data,

• 85% first call resolution (FCR), most issues resolved on the first contact,

• 10% increase in customer satisfaction, with an average service rating of 4.85/5,

• 25% fewer customer complaints.

This is what ROI looks like in practice: investing in Salesforce - combined with the methodology we apply at Kameleon Solutions - delivered Generali measurable results: greater efficiency, happier customers, and reduced operational costs.

For us, that’s the essence of ROI: not software “on paper,” but real business value you can measure and prove.

👉 In the next article in our series, we’ll open a new topic: what to do when a Salesforce implementation doesn’t deliver the expected results.

We’ll talk about the process of “revitalising” failed projects, the SOS approach, and ways existing systems can be upgraded to once again become profitable and valuable investments.