ANALYSIS OF BENEFITS Risks. Forrester recognizes that these results may • Additional impacts may include an organization’s not be representative of all experiences. The amount of excess marketing spend and any other following factors may impact this benefit: concurrent efforts to drive marketing spend • The marketing channels an organization invests efficiency. in. Drivers of value include how easy a channel is Results. To account for these risks, Forrester to measure and attribute to marketing and unit adjusted this benefit downward by 10%, yielding a costs related to media, data, and other digital three-year, risk-adjusted total PV of $5.1 million advertising unit costs. Marketers should consider added costs in a way that will optimize conversion revenue for their organization. • The amount of additional incremental revenue “With Marketing Cloud, we can gained with the Marketing Cloud investment will see what is happening in almost “Marketing Cloud has improved have a direct impact on marketing spend and real time. That prevents us from the time it takes to bring our related savings growth. making knee-jerk decisions with insights to market. We are able our ad spend.” to better attribute our spend and have delivered $50 million in ad Director of marketing operations, spend efficiencies. The adoption digital marketing has been significant.” Up to 10% Director of product marketing, finance Reduction in media waste over three years Marketing Spend Efficiency From Business Process Automation And Optimization Ref. Metric Source Year 1 Year 2 Year 3 D1 Annual digital marketing spend Composite $33,593,750 $50,750,000 $68,281,250 D2 Percent decrease in media waste with Interviews 8% 9% 10% Marketing Cloud D3 Attribution to Marketing Cloud Composite 50% 50% 50% Dt Marketing spend efficiency from business D1*D2*D3 $1,343,750 $2,283,750 $3,414,063 process automation and optimization Risk adjustment ↓10% Marketing spend efficiency from business Dtr process automation and optimization $1,209,375 $2,055,375 $3,072,657 (risk-adjusted) Three-year total: $6,337,407 Three-year present value: $5,106,621 THE TOTAL ECONOMIC IMPACT™ OF SALESFORCE MARKETING CLOUD 19