ANALYSIS OF BENEFITS Of this impact, the director of marketing operations at Please note, this benefit framework is for the digital marketing provider stated: “It is a informational purpose only; it does not testament to how we can grow our business using supersede any benefits quantified for the B2C- marketing. Each year, we’re having this stellar growth facing composite organization. curve on marketing-attributed revenue. That’s in large part due to how efficiently we are able to nurture our leads and develop our account-based marketing.” B2B Benefit Framework. A B2B organization with “We’re selling more and bringing an average deal size of $15,000 and 500,000 leads in higher quality leads. We can in a prior marketing environment could see up to $1.25 million in improved revenue from marketing drive a better revenue model qualified leads. with Marketing Cloud” This potential benefit depends on the total number of leads processed in the prior environment, the extent Director of marketing operations, of alignment with marketing and sales, and the digital marketing conversion rate of engaged leads to sales wins. B2B: Improved Revenue from MQL with Marketing Cloud Automations and Analytics* Ref. Metric Source Year 1 Year 2 Year 3 1 Marketing qualified leads (MQL) in prior Composite 500,000 500,000 500,000 environment 2 Increase in MQL with Marketing Cloud Interviews 10% 15% 30% 3 Conversion of MQL to SQL Composite 10% 10% 10% 4 Increased incremental MQL to SQL 1*2*3 5,000 7,500 15,000 conversion with Marketing Cloud 5 SQL conversion to sales wins Composite 15% 15% 15% 6 Average deal size Composite $30,000 $30,000 $30,000 7 Percent increase in average deal size Interviews 15% 25% 35% from MQL with Marketing Cloud 8 Increased incremental revenue from 4*5*6*7 $3,375,000 $8,437,500 $23,625,000 MQLs with Marketing Cloud 9 Operating margin Composite 10% 10% 10% 10 Attribution to Marketing Cloud Composite 50% 50% 50% Improved revenue from MQL with Total Marketing Cloud automations and 8*9*10 $168,750 $421,875 $1,181,250 analytics *NOT INCLUDED IN ROI CALCULATION THE TOTAL ECONOMIC IMPACT™ OF SALESFORCE MARKETING CLOUD 26