Executive Summary Today's customers look for and buy experiences, not simply products. Digital technology like Salesforce Marketing Cloud offers marketers a toolkit to engage customers with new and enhanced experiences and helps marketing and sales organizations improve alignment to acquire and engage loyal customers, build seamless digital experiences, and transform the customer journey. Salesforce Marketing Cloud offers a set of marketing tools to enhance customer experience at scale. KEY STATISTICS Marketing Cloud consists of a suite of unified applications that meet business needs towards designing, delivering, and optimizing customer journeys and campaigns, including: • Customer Data Platform. Return on investment (ROI) Net present value (NPV) • Personalization. 299% $8.08M • Engagement. • Account Engagement. Cloud. For the purposes of this study, Forrester • Intelligence. aggregated the interviewees’ experiences and • Loyalty Management. combined the results into a single composite organization, a global organization with $500 million By conferring operational efficiencies and boosting in annual revenues and $20 million in digital marketing effectiveness, the marketing platform can marketing spend. help business- and consumer-facing organizations Prior to using Marketing Cloud, these interviewees efficiently grow revenues, reduce costs, and drive noted how their organizations’ marketing and customer value. sales/commerce functions and technology solutions Salesforce commissioned Forrester Consulting to were both siloed and highly distributed. This led to conduct a Total Economic Impact™ (TEI) study and tensions with disparate marketing teams delivering examine the potential return on investment (ROI) inconsistent customer experiences and duplicating enterprises may realize by deploying Marketing rote processes. Legacy environment pain points 1 Cloud. The purpose of this study is to provide included operational inefficiencies and limited insights readers with a framework to evaluate the potential into campaign results, which contributed to wasted financial impact of Salesforce Marketing Cloud on media spend. These limitations constrained their organizations. interviewees’ organizations’ ability to enter new To better understand the benefits, costs, and risks markets and effectively deliver a consistent and associated with this investment, Forrester interviewed engaging customer experience. five representatives with experience using Marketing THE TOTAL ECONOMIC IMPACT™ OF SALESFORCE MARKETING CLOUD 1