Instructions

1. To see the overall financial impact that Marketing Automation can have on lead generation, lead scoring and lead nur

2. Follow the directions in the "What to Enter" column of each worksheet. You only need to fill in the cells that are beige

3. Review the bold text in the notes column. You may want to adjust some of the formulas to match your organization's

4. By completing the "Cumulative Impact" worksheet, the "Financial Impact Summary" worksheet will automatically be

5. Use the "Financial Impact Summary" as a communication tool and business case for acquiring a Marketing Automatio
 Marketing Automation ROI Calculator
Fill in the following worksheet. Use the instructions in the right hand column if you need assistance.

Input data in the beige cells provided. White cells will automatically populate/calculate. Scroll to the bottom for ROI calculations.

Financial Impact of Lead Generation, Scoring & Nurturing Changes with Marketing Automation Software
Change Due To
Forecast
Marketing Function Key Metrics & Cost Current Marketing Notes What to Enter
(6 months)
Automation

Lead Generation

Enter how many clicks per

Marketing Automation will not directly
month go to your paid and
Search Engine Marketing Clicks/month 300,000 300,000.00 0.00% affect your click volume in SEM
un-paid lead generation
campaigns.
landing pages.

A/B testing of landing pages will

increase conversion rate Your current conversion
NOTE: This form calculates a 20% rate of form
Key Change Landing Page Conversion Rate 6.34% 7.61% 20.00% increase in landing page completion/clicks AND your
conversion rates. Adjust to your projected increase in
organization's forecast as conversion rate.
necessary.

Your current monthly direct

No change in overall SEM budget, just lead gen. costs. E.g.,
Search Engine Marketing Costs 30,000.00 30,000.00 0.00% getting more for your dollar. Google AdWords, Events,
Paid Lists.

With pay-per-click, more paid traffic

Cost-per-lead 1.58 1.31 -16.67% converting to a lead results in
decreased cost-per-lead.

Inbound Marketing Leads/month 19,020 22,824 20.00%

Often leads are lost after removal of Enter your current scrub
% of Leads Lost to Lead Scrubbing 30.00% 30.00% 0.00% duplicate entries or bad data. rate.

Lead Scoring
Lead scoring will decrease the
monthly volume of sales-ready leads
initially, but will dramatically increase Most organizations without
% of Leads Deemed Sales-Ready 100.00% 25.00% -75.00% the quality. Marketing Automation
NOTE: This form calculates that 25% of forward all Leads to Sales.
inbound leads will be scored "sales-
ready". The remainder will go to lead
nurturing data base.

Fewer leads are considered sales-

Key Change Sales-Ready Leads/month 13,314 3,994 -70.00% ready, but sales-ready leads will be
more qualified.

NOTE: This form assumes that

80% of leads scored as sales- Enter your current
ready will convert to opportunity/leads rate AND
Key Change Opportunities/Lead 20.00% 80.00% 300.00% opportunities. You can adjust your forcasted increase in
this metric to fit your opportunity/leads.
organization's expectations.

Overall slight increase in volume of

Opportunities/month 2,663 3,195 20.00% opportunities per month despite drop
in leads entered into funnel.

Lead Nurturing

Nurturing can/will increase your data

base if you purchase lists and work
Enter the number of leads
Lead data base 100,000 100,000 0.00% towards warming them to a sales-
in your data base.
ready state. For the purpose of this
calculator this was excluded.

Enter the current % of leads

NOTE: This form adds 2% as the being warmed from your
expected volume of warm leads data base (enter 0 if you
% of Sales-ready leads coming from the
Key Change
lead data base 0.00% 2.00% N/A coming from your lead data base. are not doing lead
Adjust for your organization if warming) AND your
necessary. projected rate of increase in
volume warm leads.

Opportunities from nurturing the

Opportunities from Lead data base/month 0 2,000 N/A data base.

Sales
 Opportunities from lead scoring
inbound marketing leads AND
Key Change Total Opportunities/month 2,663 5,195 95.11% opportunities from nurturing the data
base.

With lead scoring and Lead nurturing,

leads are sent to sales at the right Enter your current
phase in the buying cycle. This will sales/opportunity
Key Change Sales/Opportunities 6.44% 6.76% 5.00% increase the sales conversion rate. conversion rate AND your
NOTE: This form calculates a 5% projected increase in rate of
increase. Adjust to fit your sales/opportunities.
organization.

Sales/month 171 351 104.86%

Average sale may increase but is not Enter your average sale
Average Sale 1,000.00 1,000.00 0.00% used in this ROI calculation. value.

Enter your marketing

Marketing Automation Software cost/month 4,000.00 automation cost/quote per
month

ROI of Marketing Automation - Cumulative Impact of Lead Generation, Scoring & Nurturing
Before Marketing Automation After Marketing Automation

Revenue from Inbound Leads 171,484.32 Revenue from Inbound Leads 351,310.24
Lead Generation Cost 30,000.00 Lead Generation Cost 30,000.00
ROI 471.61% LMA software/month 4,000.00
Monthly cost 34,000.00
ROI 933.27%
 Marketing Automation ROI Calculator

Financial Impact & ROI of Marketing Automation

Review the financial impact of Marketing Automation below, and chart to the right.

Before Marketing Automation Revenue/Month

Revenue (Inbound Leads) 171,484.32

Lead Generation Cost 30,000.00

Return on Investment (ROI) 471.61%

After Marketing Automation Revenue/Month

Revenue from Inbound Leads 351,310.24

Lead Generation Cost 30,000.00
Marketing Automation software/month 4,000.00
Monthly cost 34,000.00

Return on Investment (ROI) 933.27%

Lead Generation Cost Revenue (Inbound Leads) ROI (Before/After)

Note: Prior to Marketing Automation leads are typically generated and sent directly to sales.

Note: Marketing Automation can also be used to increase client engagement, and manage campaigns to clients/partners/media.

These benefits have been excluded from this workbook in order to focus on the more metric-driven and standardized marketing automation benefits.