When push comes to crunch

ROI return on investment is an acronym that looms large in the IT lexicon, but try to pin down a standard definition for it, and you'll soon be foxed. The principle reason why it is so hard to define is because the term's meaning changes broadly, depending on the project and the clients' needs. Its multiple definitions do not stop the term from being bandied around, however, and in erratic economic conditions it is important that IT professiona" who may be engaged in negotiation with vendors or integrators. ROI is often measured using a mixture of tangible and intangible factors. Larger organisations are able to see financial returns much more clearly, and can devise an ROI focused on cost savings, etc; but for smaller IT departments, such as Malcolm Burrows' team at petfood brand Butchers Pet Care, the focus is on building relationships.