Marketing Tech Stack ROI Calculator

COST AGGREGATION

Annual Tech Stack Costs

Tool	Category	Annual Cost	Users	Cost/User
	Marketing Automation	$		$
	CRM	$		$
	Analytics	$		$
	Ad Platforms	$		$
	Content Management	$		$
	Social Media	$		$
	Data/Enrichment	$		$
	iPaaS/Integration	$		$
	Other	$		$
TOTAL		$

Hidden Costs

Cost Type	Annual Amount
Implementation/setup	$
Training	$
Internal admin time	$
Consultants/agencies	$
Custom development	$
TOTAL HIDDEN	$

TRUE TOTAL COST: $ ___________

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EFFICIENCY SAVINGS CALCULATION

Time Savings

Process	Manual Time (hrs/month)	Automated Time (hrs/month)	Savings (hrs)	Value @ $X/hr
Lead routing				$
Email campaigns				$
Reporting				$
Data entry				$
Campaign setup				$
List management				$
MONTHLY TOTAL				$
ANNUAL TOTAL				$

Productivity Gains

Metric	Before	After	Improvement	Value
Campaigns launched/month				$
Lead response time				$
Reports generated/week				$
ANNUAL PRODUCTIVITY VALUE				$

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REVENUE ATTRIBUTION

Direct Revenue Impact

Metric	Before Tech	After Tech	Lift	Revenue Impact
Lead-to-opportunity rate	%	%	%	$
Opportunity-to-close rate	%	%	%	$
Average deal size	$	$	%	$
Sales cycle length	days	days	%	$
TOTAL REVENUE LIFT				$

Pipeline Impact

Metric	Value
Additional MQLs from automation
MQL-to-SQL conversion	%
SQL-to-Opp conversion	%
Average opportunity value	$
Pipeline value from tech	$

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TCO ANALYSIS

3-Year Total Cost of Ownership

Cost Element	Year 1	Year 2	Year 3	Total
Direct Costs
Licenses/subscriptions	$	$	$	$
Implementation	$	$0	$0	$
Training	$	$	$	$
Indirect Costs
Admin time	$	$	$	$
Consultants	$	$	$	$
Opportunity cost	$	$	$	$
TOTAL TCO	$	$	$	$

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ROI CALCULATION

Annual ROI Summary

Component	Amount
A. Total Annual Cost	$
B. Total Annual Benefit
→ Efficiency savings	$
→ Productivity gains	$
→ Revenue attribution	$
B. Total Benefit	$
Net Value (B - A)	$
ROI % ((B-A)/A × 100)	%

ROI Benchmarks

ROI	Assessment
<50%	Below average - evaluate alternatives
50-100%	Average - room for optimization
100-200%	Good - well-optimized stack
200%+	Excellent - competitive advantage

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JUSTIFICATION TEMPLATE

TECH STACK ROI SUMMARY

Current annual investment: $_______________
Calculated annual return: $_______________
Net annual value: $_______________
ROI: _______________%

Key Value Drivers:
1. _______________ savings: $_______________
2. _______________ productivity: $_______________
3. _______________ revenue: $_______________

Recommendation: _______________

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