Marketi

Instructions
1. To see the overall financial impact that Marketing Automation can have on lead generation, lead scoring and lead nurt
"Cumulative Impact".
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 fo
flexibility.
4. By completing the "Cumulative Impact" worksheet, the "Financial Impact Summary" worksheet will automatically be co
5. Use the "Financial Impact Summary" as a communication tool and business case for acquiring a Marketing Automation
need to make the case.
 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
Forecast
Marketing Function Key Metrics & Cost Current To Marketing Notes What to Enter
(6 months)
Automation

Lead Generation

Enter how many clicks

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

A/B testing of landing pages

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

Your current monthly

Search Engine Marketing Costs
No change in overall SEM
direct lead gen. costs.
$30,000 $30,000 0.00% budget, just getting more for
E.g., Google AdWords,
your dollar.
Events, Paid Lists.

With pay-per-click, more paid

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

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

Often leads are lost after

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

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

Fewer leads are considered

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

NOTE: This form assumes

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

Overall slight increase in

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

Lead Nurturing

Lead data base
% of Sales-ready leads coming
Key Change
from the lead data base
Nurturing can/will increase
your data base if you
purchase lists and work
100,000 100,000 0.00% towards warming them to a
sales-ready state. For the
purpose of this calculator this
was excluded.
NOTE: This form adds 2%
as the expected volume of
warm leads coming from
0.00% 2.00% N/A your lead data base.
Adjust for your
organization if necessary.
Enter the number of
leads in your data
base.
Enter the current % of
leads being warmed
from your data base
(enter 0 if you are not
doing lead warming)
AND your projected
rate of increase in
volume warm leads.

Opportunities from Lead data Opportunities from

base/month 0 2,000 N/A nurturing the data base.

Sales

Opportunities from lead

scoring inbound marketing
Key Change Total Opportunities/month 2,663 5,195 95.11% leads AND opportunities from
nurturing the data base.
With lead scoring and Lead
nurturing, leads are sent to
Enter your current
sales at the right phase in the
sales/opportunity
buying cycle. This will
conversion rate AND
Key Change Sales/Opportunities 6.44% 6.76% 5.00% increase the sales conversion
your projected
rate.
increase in rate of
NOTE: This form calculates
sales/opportunities.
a 5% increase. Adjust to
fit your organization.

Sales/month 171 351 104.86%

Average sale may increase but

Enter your average
Average Sale $1,000 1,000 0.00% is not used in this ROI
sale value.
calculation.

Enter your marketing

Marketing Automation Software
cost/month $4,000 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 ### 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 $400,000.00 1000.00%

933.27% 900.00%
Review the financial impact of Marketing Automation below, and chart to the right. $350,000.00
800.00%

Before Marketing Automation Revenue/Month $300,000.00

700.00%

Revenue (Inbound Leads) $171,484.32 $250,000.00 600.00%

Lead Generation Cost $30,000.00 $200,000.00 500.00%

471.61%
Return on Investment (ROI) 471.61% $150,000.00
400.00%

300.00%

$100,000.00
200.00%
After Marketing Automation Revenue/Month
$50,000.00 100.00%
Revenue from Inbound Leads $351,310.24
$0.00 0.00%

Lead Generation Cost $30,000.00 After Marketing

Automation
Marketing Automation software/month $4,000.00 Before Marketing Automation
Monthly cost $34,000.00
Lead Generation Cost Revenue (Inbound Leads) ROI (Before/After)

Return on Investment (ROI) 933.27%

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.