Today’s marketing environment demands return on investment (ROI). Whether you’re running email campaigns, SMS outreach, or complex customer journeys, understanding what’s working (and what’s not) is key to optimizing spend, improving outcomes, and aligning marketing with broader business goals.
For many businesses, campaign ROI remains hard to describe due to fragmented tools, inconsistent attribution, or lack of real-time feedback. However, companies using Odoo Marketing Apps are starting to overcome these challenges with impressive results.
One notable example comes from the automotive industry, where a leading enterprise achieved a 36% increase in marketing ROI by streamlining operations and integrating marketing with CRM, order management, and analytics, all within Odoo.
This blog breaks down how Odoo Marketing Apps support ROI-driven marketing, illustrated through the real-world success of this automotive business, and highlights what you can learn from their approach.
The Problem with Traditional Marketing Tech Stacks
Before turning to Odoo, many businesses operated in silos with disjointed systems across departments. The marketing team utilized a third-party email platform, while the sales team employed a different CRM tool. Order management was handled in Excel or through outdated ERP software. This fragmentation across cross-functional teams led to broken hand-offs, misaligned data, and a blurry picture of how marketing actions impact revenue.
Implementing Odoo: The Building Blocks of ROI-Driven Marketing
The company partnered with an Odoo implementation expert to build a tailored solution that connected all key marketing functions into a cohesive system. At the core was Odoo’s Marketing Automation, CRM, and Sales Management modules, supported by key customizations in inventory tracking, multi-channel order integration, and vendor commission workflows. Here’s how that foundation enabled better ROI outcomes.
1. Start with a Unified Marketing Stack
One of the main reasons ROI tracking becomes difficult is that marketing teams often rely on fragmented tools. Email campaigns are run on one platform, social media ads on another, and analytics in a separate dashboard. Odoo addresses this challenge by offering an integrated suite of marketing apps that work seamlessly with its CRM, sales, and website modules.
From campaign creation to lead capture and follow-up, every interaction is tracked within the same system. This creates a single source of truth, enabling marketers to monitor the entire customer journey and attribute revenue to specific campaigns with confidence.
According to Odoo’s documentation, using native apps like Marketing Automation, Email Marketing, and CRM together eliminates manual data transfers and reporting gaps.
2. Automate Campaign Journeys to Scale Impact
Manual execution slows down campaign velocity and introduces inconsistencies. With Odoo’s Marketing Automation app, marketers can build multi-step workflows that are triggered based on lead behavior, time intervals, or form submissions.
Let’s say you’re running a campaign to promote a new product. Instead of sending one-off emails and manually tracking responses, you can set up an automation that:
- Sends an initial email once a contact fills out a landing page form
- Waits three days and then sends a product demo video
- Notifies the sales team if the lead opens both emails but doesn’t convert
- Sends a follow-up offer automatically one week later
These journeys can be customized based on segmentation criteria like customer location, previous purchases, or website visits. The result is a more consistent, scalable, and personalized customer experience, which directly contributes to better engagement and higher conversion rates.
Companies that use marketing automation see conversion rates improve by up to 77%
3. Segment Smarter, Engage Better
Effective segmentation is one of the most reliable ways to boost marketing ROI. Odoo makes it simple to create segmented contact lists based on a wide range of filters, industry, geography, behavior, stage in the funnel, and more.
Rather than sending the same email to every lead, you can deliver messages that are timely, relevant, and aligned with the customer’s interests. For instance:
- Prospects who visited your pricing page could receive a demo invite
- Existing customers might be shown a loyalty discount
- Leads inactive for 30+ days could get a re-engagement email
Segmentation not only improves response rates but also reduces unsubscribes and bounce rates, saving you money in the long term and improving your sender reputation.
4. Align Sales and Marketing Through CRM Integration
Marketing doesn’t stop at lead generation. To truly improve ROI, teams must also ensure that leads are converted into opportunities and eventually into revenue. Odoo bridges the sales-marketing divide through its tight CRM integration.
When a lead enters the system through a marketing campaign, every activity, email open, link click, and form submission is tracked and visible to the sales team. This context helps sales reps prioritize high-intent leads and tailor their outreach accordingly.
What’s more, marketing teams can track which campaigns resulted in deals and how long it took to close them. This feedback loop allows them to optimize campaigns not just for clicks or opens, but for pipeline contribution and revenue impact.
A major automotive brand improved its lead-to-sale pipeline and increased overall ROI by 36% after implementing a unified Odoo solution across marketing and CRM.
5. Use UTM Parameters and Link Tracking to Attribute ROI
Odoo allows marketers to add UTM parameters to every outbound link. This simple practice enables granular tracking of where your traffic is coming from, be it an email campaign, social media ad, or partner referral.
When combined with Odoo’s web analytics and lead tracking, UTM tags provide crystal-clear attribution. You can identify which campaigns are generating the most leads, which ones are converting to customers, and where you’re losing people in the funnel.
Campaign reports also break down performance by channel, medium, and source, allowing you to make data-driven budget allocations. Instead of guessing which ad is working, you’ll know exactly what to scale and what to pause
6. Monitor Real-Time Performance with Dashboards and KPIs
Odoo’s dashboard features make ROI monitoring continuous rather than retrospective. Teams can track campaign KPIs in real-time, including:
- Open rates and click-through rates
- Conversion rates by audience segment
- Lead-to-opportunity ratios
- Revenue by campaign or source
This real-time visibility empowers marketers to optimize campaigns mid-flight rather than waiting until the end. For example, if one subject line is underperforming, it can be A/B tested and replaced. If a particular channel isn’t converting, the budget can be reallocated on the go.
Conclusion
Odoo equips modern marketing teams with all the tools they need to manage, track, and improve ROI, without relying on patchwork solutions. From campaign automation and smart segmentation to CRM alignment and real-time reporting, it offers an end-to-end solution that simplifies marketing operations and drives tangible business outcomes.
Whether you’re a mid-sized B2B firm or a growing e-commerce brand, investing in Odoo’s marketing apps can help you not just run more campaigns, but run smarter campaigns with measurable returns. We at DX8 are leading Odoo marketing automation projects for many industry leaders and we can help you too.
