THE SALESFORCE MARKETING CLOUD CUSTOMER JOURNEY COMPOSITE ORGANIZATION Based on the interviews, Forrester constructed a TEI Key Assumptions framework, a composite company, and an ROI • $500 million annual revenues analysis that illustrates the areas financially affected. The composite organization is representative of the • 1,250 employees five interviewees, and it is used to present the • 150 Salesforce Marketing aggregate financial analysis in the next section. The Cloud users composite organization has the following • 8 marketing business units characteristics: Description of composite. The North America- based enterprise generates annual revenues of $500 million and has 1,250 employees (FTEs). The composite organization has a strong brand, global reach, and a large customer base. It has digital marketing organizations across eight business units. The organization has a previous investment in Salesforce CRM. In the prior environment, the composite organization dedicated 4% of annual revenues, or $20 million, to digital marketing spend. Before Marketing Cloud, it generated monthly marketing campaigns that required duplicative efforts across digital marketing business units. These marketing efforts reached 500,000 customers annually. The composite organization also received 10 million unique site visitors annually. The average order value (AOV) of a purchase is $50. The organization has a 10% operating margin. Deployment characteristics. The composite organization uses a system integrator to deploy the full Marketing Cloud Platform. It phases the deployment across product marketing business units. As part of this phased deployment, it ramps usage to all 150 users by Year 2. THE TOTAL ECONOMIC IMPACT™ OF SALESFORCE MARKETING CLOUD 9