EXECUTIVE SUMMARY TEI FRAMEWORK AND METHODOLOGY From the information provided in the interviews, DUE DILIGENCE Forrester constructed a Total Economic Impact™ Interviewed Salesforce stakeholders and framework for those organizations considering an Forrester analysts to gather data relative to investment in Marketing Cloud. Marketing Cloud. The objective of the framework is to identify the cost, INTERVIEWS benefit, flexibility, and risk factors that affect the Interviewed five representatives at organizations investment decision. Forrester took a multistep using Marketing Cloud to obtain data with approach to evaluate the impact that Marketing Cloud respect to costs, benefits, and risks. can have on an organization. COMPOSITE ORGANIZATION Designed a composite organization based on characteristics of the interviewees’ organizations. FINANCIAL MODEL FRAMEWORK Constructed a financial model representative of DISCLOSURES the interviews using the TEI methodology and Readers should be aware of the following: risk-adjusted the financial model based on This study is commissioned by Salesforce and delivered issues and concerns of the interviewees. by Forrester Consulting. It is not meant to be used as a competitive analysis. Forrester makes no assumptions as to the potential ROI CASE STUDY that other organizations will receive. Forrester strongly Employed four fundamental elements of TEI in advises that readers use their own estimates within the modeling the investment impact: benefits, costs, framework provided in the study to determine the flexibility, and risks. Given the increasing appropriateness of an investment in Marketing Cloud. sophistication of ROI analyses related to IT Salesforce reviewed and provided feedback to Forrester, but Forrester maintains editorial control over the study investments, Forrester’s TEI methodology and its findings and does not accept changes to the study provides a complete picture of the total that contradict Forrester’s findings or obscure the economic impact of purchase decisions. Please meaning of the study. see Appendix A for additional information on the Salesforce provided the customer names for the TEI methodology. interviews but did not participate in the interviews. THE TOTAL ECONOMIC IMPACT™ OF SALESFORCE MARKETING CLOUD 5