ANALYSIS OF COSTS ONGOING ADMINISTRATION Modeling and assumptions. The composite Evidence and data. The organizations incurred the organization fully dedicates one resource as following internal product administration costs as part Salesforce administrator for Marketing Cloud. The of the Marketing Cloud investment: fully burdened salary of the Salesforce administrator • The marketing manager in the retail industry is $90,000 dedicated one FTE as Salesforce administrator. Risks. Forrester recognizes that these results may • The chief marketing officer at the HLS company not be representative of all experiences. The impact estimated that Marketing Cloud required of this cost will vary depending on: approximately 10 hours a month of ongoing • The number of Salesforce products implemented, maintenance, plus another 6 hours a month road map, and timing of implementations and dedicated to cleaning up data. Their team also deployment approach (agile vs. waterfall). pointed to the quick time to value achieved with • Organizations deploying Salesforce across Marketing Cloud. They shared: “Once we got it multiple geographies will have a longer set up, the numbers speak for itself. It’s just on implementation as global stakeholder alignment an automated process now, so that’s one solution takes longer and there are different global buyer that we don’t really have to maintain other than journeys. just checking in on the data every so often, making sure it’s working efficiently.” Results. To account for these risks, Forrester adjusted this cost upward by 10%, yielding a three- year, risk-adjusted total PV of $246,000. Ongoing Administration Ref. Metric Source Initial Year 1 Year 2 Year 3 H1 Salesforce administrator FTE Composite 1 1 1 H2 Average burdened salary of resources Composite $90,000 $90,000 $90,000 Ht Ongoing administration H1*H2 $0 $90,000 $90,000 $90,000 Risk adjustment ↑10% Htr Ongoing administration (risk-adjusted) $0 $99,000 $99,000 $99,000 Three-year total: $297,000 Three-year present value: $246,198 THE TOTAL ECONOMIC IMPACT™ OF SALESFORCE MARKETING CLOUD 32