Get this template plus 350+ other premium business tools & templates at www.demandmetric.com

1. Marketing Automation ROI Calculator
Financial Impact & ROI of Marketing Automation
$400,000 1000.00%
Review the financial impact of Marketing Automation below, and chart to the right.
933.27% 900.00%
$350,000
800.00%
Before Marketing Automation Revenue/Month
$300,000
700.00%
Revenue (Inbound Leads) $171,484.32
$250,000 600.00%
Lead Generation Cost $30,000.00
$200,000 500.00%
Return on Investment (ROI) 471.61% 471.61%
400.00%
$150,000
300.00%
After Marketing Automation Revenue/Month $100,000
200.00%
Revenue from Inbound Leads $351,310.24
$50,000 100.00%
Lead Generation Cost $30,000.00
$0 0.00%
Marketing Automation software/month $4,000.00 Before Marketing Automation After 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.

2. 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
Marketing Automation will not per month go to your
Search Engine Marketing Clicks/month 300,000 300,000 0.00% directly affect your click volume in paid and un-paid lead
SEM campaigns. generation landing
pages.
A/B testing of landing pages will
increase conversion rate Your current conversion
NOTE: This form calculates a rate of form
Key Change Landing Page Conversion Rate 6.34% 7.61% 20.00% 20% increase in landing page completion/clicks AND
conversion rates. Adjust to your projected increase
your organization's forecast as in conversion rate.
necessary.
Your current monthly
No change in overall SEM budget, direct lead gen. costs.
Search Engine Marketing Costs $30,000 $30,000 0.00% just getting more for your dollar. E.g., Google AdWords,
Events, Paid Lists.
With pay-per-click, more paid
Cost-per-lead $1.58 $1.31 -16.67% traffic converting to a lead results
in decreased cost-per-lead.

3. Inbound Marketing Leads/month 19,020 22,824 20.00%
Often leads are lost after removal Enter your current scrub
% of Leads Lost to Lead Scrubbing 30.00% 30.00% 0.00% of duplicate entries or bad data. rate.
Lead Scoring
Lead scoring will decrease the
monthly volume of sales-ready
leads initially, but will dramatically Most organizations
increase the quality. without Marketing
% of Leads Deemed Sales-Ready 100.00% 25.00% -75.00% Automation forward all
NOTE: This form calculates that 25%
of inbound leads w ill be scored " sales- Leads to Sales.
ready" . The remainder w ill 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
Enter your current
80% of leads scored as sales-
opportunity/leads rate
ready will convert to
Key Change Opportunities/Lead 20.00% 80.00% 300.00% opportunities. You can adjust
AND your forcasted
increase in
this metric to fit your
opportunity/leads.
organization's expectations.
Overall slight increase in volume
Opportunities/month 2,663 3,195 20.00% of opportunities per month despite
drop in leads entered into funnel.
Lead Nurturing

4. Nurturing can/will increase your
data base if you purchase lists and
work towards warming them to a Enter the number of
Lead data base 100,000 100,000 0.00% sales-ready state. For the leads in your data base.
purpose of this calculator this was
excluded.
Enter the current % of
NOTE: This form adds 2% as the leads being warmed from
expected volume of warm leads your data base (enter 0 if
% of Sales-ready leads coming from
Key Change 0.00% 2.00% N/A coming from your lead data you are not doing lead
the lead data base
base. Adjust for your warming) AND your
organization if necessary. projected rate of increase
in volume warm leads.
Opportunities from Lead data Opportunities from nurturing the
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
Enter your current
nurturing, leads are sent to sales
sales/opportunity
at the right phase in the buying
conversion rate AND
Key Change Sales/Opportunities 6.44% 6.76% 5.00% cycle. This will increase the sales
your projected increase
conversion rate.
in rate of
NOTE: This form calculates a
sales/opportunities.
5% increase. Adjust to fit your
Sales/month 171 351 104.86%
Average sale may increase but is Enter your average sale
Average Sale $1,000 1,000 0.00% not used in this ROI calculation. value.

5. 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 $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%