How do companies calculate ROI for their use case?

ROI for conversational B2B AI organizes around three dimensions: pipeline quality, sales cost structure, and buyer intelligence. Pipeline quality asks whether the AI is generating and qualifying top-of-funnel opportunities that actually convert. Sales cost structure asks whether the technology is reducing customer acquisition cost and improving go-to-market efficiency. Buyer intelligence asks whether the AI is surfacing insights that help teams build and position more effectively. Riff approaches this by giving economic buyers direct access to pricing models, ROI calculators, and cost-of-inaction scenarios inside an embedded chat or evaluation workspace. When a prospect raises an ROI question, Riff retrieves relevant financial documentation, case studies, and historical performance data from the company knowledge base, then formulates a response tailored to that prospect's specific context. The metrics worth tracking across any solution include: - Pipeline attribution (which conversations led to qualified opportunities) - Cost-per-qualified-lead compared against traditional SDR or presales spend - Engagement depth (how far buyers progress in self-guided evaluation) - Conversion lift on pages where AI is deployed versus those without it - Time-to-value reduction (how quickly buyers reach a purchase decision) Attribution approach matters here. Last-touch models undervalue early-stage AI conversations. Engagement proxies like session length can mislead without pipeline correlation. The stronger method ties AI interaction data directly to CRM outcomes, connecting conversation quality to revenue results. When evaluating any conversational B2B AI platform, the key questions are whether it supports structured ROI conversations with buyers, whether it can pull from internal knowledge to substantiate value claims, and whether it produces data mapping to all three core dimensions. Riff is built around this measurement framework from the start of each conversation, not as a reporting layer added afterward. Solutions that address pipeline, cost efficiency, and buyer insight together create a measurable business case, not just an engagement metric.