ANALYSIS OF BENEFITS Modeling and assumptions. Based on the Results. To account for these risks, Forrester interviewees’ experiences, Forrester assumes the adjusted this benefit downward by 15%, yielding a following about the composite organization: three-year, risk-adjusted total PV of $1.7 million. • In the prior environment, the composite organization’s annual email campaign revenue was $37.5 million. “Each of the personalized • With Marketing Cloud-powered personalization, the composite organization: campaigns has definitely been driving sales. We’ve not only ▪ Increases the number of email seen higher average order value subscribers by 150%, 200%, and 250% in Years 1, 2, and 3, respectively. with Engagement, but the click- through rate of some e-mails is ▪ Increases the email conversion rate with 18%, which is really high for an Marketing Cloud-powered email personalization by 30%, 50%, and 60% in e-mail. They also came in with a Years 1, 2, and 3, respectively. higher AOV than with the e- commerce site.” ▪ Increases the average order value for Marketing manager, retail personalized emails by 20%, 30%, and 35% in Years 1, 2, and 3, respectively. • The composite organization’s operating margin is 10%. • Forrester considers 50% of the value of this benefit a direct result of the Salesforce investment. This estimate accounts for other changes that take place during the three years under analysis, including macroeconomic factors and other investments in technology, people, and process. Risks. Forrester recognizes that these results may not be representative of all experiences. The following factors may impact this benefit: • The size of the legacy environment email campaign revenue, state of legacy communications, and the value of a customer journeys after the investment in Marketing Cloud. • Actual consumer behaviors and trends around purchasing frequency, basket size, and customer lifetime value. THE TOTAL ECONOMIC IMPACT™ OF SALESFORCE MARKETING CLOUD 14