Appendix B: Endnotes 1 Total Economic Impact is a methodology developed by Forrester Research that enhances a company’s technology decision-making processes and assists vendors in communicating the value proposition of their products and services to clients. The TEI methodology helps companies demonstrate, justify, and realize the tangible value of IT initiatives to both senior management and other key business stakeholders. 2 Source: “The Capabilities CDPs Need To Deliver Value For B2C Marketers,” Forrester Research, Inc., January 16, 2020. 3 Source: “Research Overview: Personalization,” Forrester Research, Inc., August 2, 2021. THE TOTAL ECONOMIC IMPACT™ OF SALESFORCE MARKETING CLOUD 35