ANALYSIS OF BENEFITS Risks. Forrester recognizes that these results may Results. To account for these risks, Forrester not be representative of all experiences. The adjusted this benefit downward by 15%, yielding a following factors may impact this benefit: three-year, risk-adjusted total PV of $2.1 million. • The number and value of unique website visitors after the investment in Marketing Cloud. • Actual consumer behaviors and trends around purchasing frequency, basket size, and customer lifetime value. Incremental Profit From Improved Website Engagement Ref. Metric Source Year 1 Year 2 Year 3 C1 Average number of unique site visitors in Composite 10,000,000 10,000,000 10,000,000 prior environment C2 Website conversion rate in prior Composite 2.5% 2.5% 2.5% environment C3 Increase in site conversion rate with Interviews 25% 45% 60% Marketing Cloud Incremental number of website visitors C4 converting to purchase with Marketing C1*C2*C3 62,500 362,500 400,000 Cloud C5 Average order value in the prior Composite $50 $50 $50 environment C6 Increase in average order value with Interviews 15% 25% 35% Marketing Cloud for website visitors C7 Incremental revenue with Marketing C1*C2*C5*C6+C $5,468,750 $25,781,250 $31,375,000 Cloud 4*C5* (1+C6) C8 Operating margin Composite 10% 10% 10% C9 Attribution to Marketing Cloud Composite 50% 50% 50% Ct Incremental profit from improved website C7*C8*C9 $273,438 $1,289,063 $1,568,750 engagement Risk adjustment ↓15% Ctr Incremental profit from improved website $232,422 $1,095,704 $1,333,438 engagement (risk-adjusted) Three-year total: $2,661,563 Three-year present value: $2,118,664 THE TOTAL ECONOMIC IMPACT™ OF SALESFORCE MARKETING CLOUD 17