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Copyright 2024 DESelect bv.
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www.deselect.com/segment
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INSTRUCTIONS
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This is a public spreadsheet to help customers and partners determine the business case for improved audience management based on a better segmentation solution.
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Numbers are based on various intakes with SFMC customers and partners and backed up with references.
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Your numbers may vary - feel free to copy this sheet and adjust as needed.
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References can be found at the bottom.
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Efficiency Gain Calculation
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ENTERPRISE: Decentral marketing teams supported by central team of specialists
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ResourcesFTEs
(Full Time Equivalent)		% Time Spent on Data Mgt in SFMC (1)Avg. Annual FTE Cost (2)Annual Cost Data Mgt in SFMCTime Saving with DESelect (3)Estimated Annual Efficiency Gain
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Central Marketing Automation Team750%$84,435.40$295,523.9050%$147,761.95
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Decentral Marketing Teams3020%$75,975.20$455,851.2050%$227,925.60
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Total37$751,375.10$375,687.55=> This is the added value provided by efficient audience management
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LARGE CORPORATE: Marketing team supported by specialists
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ResourcesFTEs
(Full Time Equivalent)		% Time Spent on Data Mgt in SFMC (1)Avg. Annual FTE Cost (2)Annual Cost Data Mgt in SFMCTime Saving with DESelect (3)Estimated Annual Efficiency Gain
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Marketing Automation Specialists250%$84,435.40$84,435.4050%$42,217.70
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Marketers1520%$75,975.20$227,925.6050%$113,962.80
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Total17$312,361.00$156,180.50=> This is the added value provided by efficient audience management
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CORPORATE: Marketing team including specialist
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ResourcesFTEs
(Full Time Equivalent)		% Time Spent on Data Mgt in SFMC (1)Avg. Annual FTE Cost (2)Annual Cost Data Mgt in SFMCTime Saving with DESelect (3)Estimated Annual Efficiency Gain
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Marketing Automation Specialists140%$84,435.40$33,774.1650%$16,887.08
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Marketers340%$75,975.20$91,170.2450%$45,585.12
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Total4$124,944.40$62,472.20=> This is the added value provided by efficient audience management
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(1) "Data Management": Creating data extensions, queries, automations, working with FTP, briefing technical resources what query to write (comm. overhead),...
On average, we find that teams managing SFMC spend 40% of their time on data management. When you have a specialized central team, it's possible to reduce this number for the supported colleagues, but of course it would increase for the central team.
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(2) Salaries taken from Glassdoor:
- Marketer
- Marketing Automation Specialist (resources in central teams are usually more senior and specialized)
Take these salaries, then multiply with 1.25-1.4 (source) in the case of US.
For EU salaries plus additional costs, factor in 60-90K€ for marketing resources.
To calculate the annual cost of contractors, take day rate and multiply with 180 (days).
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(3) With the right enablement, a team can save 50% of time spent on audience management. See these success stories:
- Cambridge University Press: Over 50% time saved on data management and no more SQL queries in 1 month.
- Practising Law Institute (PLI): Canceled all investments in SQL training and reached full user adoption in 1 month.
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