ANALYSIS OF BENEFITS environment. They said: “With Marketing Cloud, Risks Forrester recognizes that these results may the taxonomy is in place, and we have visibility not be representative of all experiences. The into all accounts where the media is running. We following factors may impact this benefit: are able to visualize and share the data much • The level of inefficiency in the prior environment. faster. Another thing that really helped was having a regional workspace and a global • The number of markets, channels, and the workspace. We can monitor activity in a particular frequency of communication campaigns. region, but we can also see how a particular • Organizational readiness and how quickly an campaign fares at a global level.” organization can progress through Marketing Modeling and assumptions. Based on the Cloud’s learning and adoption curves. interviewees’ experiences, Forrester assumes the Results. To account for these risks, Forrester following about the composite organization: adjusted this benefit downward by 10%, yielding a • The composite organization has product three-year, risk-adjusted total PV of $410,000. marketing functions distributed across eight business units that each participate in the monthly email campaigns. • In prior environment, each marketing campaign “Marketing Cloud really helps required 60 hours to build and run and 40 hours you pivot and do things more for post-campaign analysis and reporting. quickly. It is just a great overall • With Marketing Cloud, the composite tool to streamline the processes organization sees time savings of 60% when that we were struggling with.” building and running marketing campaigns and Chief marketing officer, HLS 90% on post-campaign reporting activities. • The fully burdened hourly rate of a marketer is $53. • Forrester assumes a productivity recapture for each end user of 50% as not all regained hours may be used productively. Hours saved on email marketing campaigns over three years 20,736 THE TOTAL ECONOMIC IMPACT™ OF SALESFORCE MARKETING CLOUD 21