Intuitively, the notion of customer loyalty makes sense and feels like "the right thing to do." However, with the convergence of technology, analytical sophistication, and a challenging economy there is more pressure than ever on executives to generate positive financial performance. Today, the focus is on ROI. We have identified multiple ways to measure ROI – there is not a one-size-fits-all solution. This paper will address each and conclude with some recommendations to help B-to-B practitioners evaluate which ROI approach will work best for their particular business need.