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MarTech ROI Calculator

Get the numbers right

Do you plan to invest in Marketing Technology? And do you want to predict ROI? You've come to the right place. I've done dozens of business case simulations, from smaller projects to programs that generate $400M in value.

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Do you want to build the financial foundation for your MarTech investment?

We will answer the following questions:

  • What are the business benefits?

  • What are the value drivers?

  • Where in the organization do we create the most value?

  • What are the best scenarios to pursue? 

  • What is the Net Present Value?

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In four steps, we work towards a ready to share business case.

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1. Setting the scope

Together we define the ROI assessment scope, like business units, regions, and brands. We align on the overall expectations and approach and select the participants. A list of required data will be shared.

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2. Gathering  the data

We will use a mix of hard facts and calibrated estimates to fill any remaining data gaps. Numbers will be crunched and added to the ROI calculator.

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3. Running the scenarios

In a group session, we run multiple scenarios and quantify the total impact on team productivity, agency collaboration, campaign effectiveness, Marketing & Sales alignment, brand value, and market agility.

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4. Delivering the business case

After we agreed on the preferred project scenario, we deliver the business case, including NPV calculation, in a ready to share format.

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Creating the case with all stakeholders turns out to be a perfect way to build understanding and drive commitment.

  • Where did you get your benchmark numbers?
    Call me a nerd, but I collect research papers on MarTech and ROI. Some are great. Most are not. In general I would be careful with using benchmark numbers in MarTech. There are just too many variables and small differences that make it hard to compare situations and use them to estimate potential. From my ROI work, previous research, and MarTech implementations, I did establish a bandwidth of potential quantified benefits that I believe are realistic. Usually I use them as a starting point for a discussion and we manipulate the numbers on the spot to see the effect. These simulations are equally essential to understand the dynamics, as they are for showing a concrete number at the end. I prefer calibrated estimates from the team over non-validated and non-comparible facts.
  • Why do you like estimates?
    It is better to be roughly right than precisely wrong. —John Maynard Keynes
  • You talk about NPV? What's the difference with ROI?
    To calculate the value of MarTech programs I recommend using the Net Present Value (NPV) method. Here you can find my simplified take on the differences between ROI, PP, and NPV calculations and why you need the latter.
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