Marketing automation ROI calculator
Estimate what repeated reporting, research, content and analysis work currently costs, then test the potential savings from a carefully scoped automation.
Describe the current workflow
Start from an illustrative marketing workflow, then adjust every assumption. Presets are examples, not measured client results.
The proportion of the current workflow that can sensibly be automated.
Keep this conservative when the workflow still requires judgement or approval.
The likely reduction in avoidable errors, repetition and correction time.
What the estimate includes
- Recoverable staff time based on coverage and realistic time savings.
- Reduced error, correction and repeated-work costs.
- The difference between current software costs and future tool or API costs.
- One-off implementation, testing, documentation and training costs.
What still needs human judgement
A positive result does not automatically make a workflow suitable for AI. Data access, privacy, edge cases, output review, adoption and the cost of failure all affect the decision. The calculator is designed to start a better discovery conversation.
How to calculate marketing automation ROI
- Annual time value = hours per person each week × people × hourly cost × 52.
- Time value recovered = annual time value × automation coverage × time saved within that portion.
- Annual net benefit = time value recovered + reduced rework cost + current tool costs − future tool and API costs. Monthly costs are multiplied by 12.
- First-year ROI = (annual net benefit − setup cost) ÷ setup cost × 100. With no setup cost, this percentage is not applicable.
- Payback in months = setup cost ÷ (annual net benefit ÷ 12). Without positive annual benefit, payback is not reached.
A conservative worked example
One person spends five hours a week on a task at £30 an hour: £7,800 a year in time value. Automating 50% of the task and saving 50% of the time within that portion recovers £1,950 of capacity. With £600 a year in new tools, no other benefits and £1,000 setup cost, annual net benefit is £1,350. First-year net benefit is £350, ROI is 35%, and payback is about 8.9 months.
This is an illustration, not a promised saving. Avoid counting rework hours twice if they are already in your weekly hours. The five-year estimate holds annual assumptions constant; it excludes inflation, discounting and changes in adoption. Include ongoing maintenance in future costs.
Need help testing the assumptions? Explore marketing workflow consulting or download the workflow worksheet.