Table Of Contents Consulting Team: Courtenay O’Connor Executive Summary ................................................. 1 Veronica Iles Nahida Nisa The Salesforce Marketing Cloud Customer Journey ..................................................................... 6 Key Challenges ...................................................... 6 Why Salesforce? .................................................... 8 Composite Organization ......................................... 9 Analysis Of Benefits .............................................. 10 Incremental Profit From Improved Customer Engagement ......................................................... 10 Incremental Profit From Improved Email Journeys ............................................................... 13 Incremental Profit From Improved Website Engagement ......................................................... 16 Marketing Spend Efficiency From Business Process Automation And Optimization ................. 18 Efficiencies In Email Marketing Campaigns ......... 20 Unquantified Benefits ........................................... 23 Unquantified Benefits For A B2B Organization .... 25 Flexibility ............................................................... 27 Analysis Of Costs .................................................. 28 Salesforce Subscription, Fees, And Consulting ... 28 Deployment And Change Management ............... 30 Ongoing Administration ........................................ 32 Financial Summary ................................................ 33 Appendix A: Total Economic Impact ................... 34 Appendix B: Endnotes .......................................... 35 ABOUT FORRESTER CONSULTING Forrester provides independent and objective research-based consulting to help leaders deliver key transformation outcomes. Fueled by our customer-obsessed research, Forrester’s seasoned consultants partner with leaders to execute on their priorities using a unique engagement model that tailors to diverse needs and ensures lasting impact. For more information, visit forrester.com/consulting. © Forrester Research, Inc. All rights reserved. Unauthorized reproduction is strictly prohibited. Information is based on best available resources. Opinions reflect judgment at the time and are subject to change. Forrester®, Technographics®, Forrester Wave, and Total Economic Impact are trademarks of Forrester Research, Inc. All other trademarks are the property of their respective companies. For additional information, go to forrester.com. THE TOTAL ECONOMIC IMPACT™ OF SALESFORCE MARKETING CLOUD