When digital initiatives fall short of expectations, it’s often assumed the technology is the issue. In reality, many initiatives struggle because they weren’t designed to deliver measurable business value from the start.
We regularly speak with brands that have invested heavily in CMS, ecommerce, PIM, and personalization platforms, only to face challenges later when leadership looks for clear evidence of return. In most cases, ROI was never clearly defined, owned, or intentionally designed into the initiative.
This guide is intended to help teams pressure-test digital initiatives before and during execution, so ROI is planned deliberately and measured with confidence after launch.
1. Ensure the initiative is grounded in a clear business need
The first step is to clearly define the business problem the initiative is intended to address.
Strong initiatives are tied to specific business outcomes, such as:
- launching products faster
- reducing manual effort
- improving conversion
Recognizing the need to modernize or feeling constrained by an outdated platform may signal that change is needed, but those signals alone don't build a business case. If the purpose of the initiative isn't clear and measurable, demonstrating ROI later becomes difficult and subjective.
2. Align on what success looks like
Before work begins, there should be shared agreement on how success will be evaluated.
Clear success criteria depend on aligned priorities and an understanding of current performance, with benchmarks serving as the baseline for measuring impact later.
Strong success criteria include:
- reducing time to market by a defined amount
- improving data accuracy by a measurable percentage
- enabling new channels within a specific timeframe
Establishing benchmarks upfront removes uncertainty later. Even as metrics evolve, having an initial baseline allows the results to speak for themselves.
3. Establish clear accountability for business outcomes
Many projects identify the person responsible for delivery, but fewer clearly identify the person accountable for outcomes.
When expected outcomes are documented in advance and ownership is clear, decisions tend to move faster and with less friction. Clear accountability reduces stalled decision-making and keeps the initiative focused on business impact rather than task completion.
4. Scope Phase 1 for early, meaningful value
Trying to solve too much at once often delays meaningful results.
ROI is easier to demonstrate when Phase 1 is designed to address a specific pain point or bottleneck. Deliver value early, learn from it, and then expand. Early momentum builds confidence and alignment across teams.
5. Address data and content as foundational components
New platforms won't automatically resolve underlying data or content challenges.
If product data, content quality, or governance are known issues, they need to be addressed early. Deferring these issues allows pre-existing challenges to persist and surface during implementation.
Treating data and content as first-class components of the initiative significantly improves downstream outcomes.
6. Select technology that supports how teams actually work
Digital modernization naturally introduces improved workflows and increased operational efficiency. However, when systems require radical process changes simply to fit the technology, adoption suffers and frustration increases. Over time, that friction undermines both ROI and confidence in the investment.
The right platform provides enough structure to support scale while remaining flexible enough to align with how the business operates in the real world. When platforms support the business rather than dictate it, teams are more likely to adopt them, use them effectively, and realize sustained value.
7. Plan for and actively manage platform adoption
Adoption is essential to realizing ROI and should be planned with the same level of intention as the build itself.
At Aperture Labs, we support high adoption rates by:
- designing training by role
- supporting different learning styles
- using gamification to keep training engaging
- measuring adoption and adjusting as needed
Training isn't one-size-fits-all. Adoption improves when learning is tailored to roles, learning preferences, and real workflows.
8. View launch as the beginning, not the endpoint
ROI rarely appears immediately after launch.
Teams that continue to iterate and adjust over time consistently extract more value than those that take a "set it and forget it" approach.
Sustained ROI comes from:
- understanding what's working and what needs adjustment
- making informed changes without framing them as failure
- applying those learnings to future initiatives
This feedback loop allows digital investments to build on one another instead of feeling like siloed efforts.
Looking ahead
Digital initiatives struggle when ROI is treated as something to evaluate after delivery rather than something that informs decisions throughout the work.
When initiatives are grounded in clear intent, focused scope, defined ownership, and honest measurement, modernization becomes more predictable and far more valuable.
If you’re planning a digital initiative and want to have a straightforward conversation about how to set it up for real impact, Aperture Labs is always happy to connect. Reach out here.