B2B ROI Calculator

Methodology

We show every formula so you can audit each number. ROI calculators model a 12-month return with a ramp-up where results take time to appear; SaaS-metrics calculators are exact identities. The same definitions power the on-page “How is this calculated?” panels, the PDF report, and these notes.

Conventions

  • Three scenarios. Scenario-sensitive variables are multiplied by 0.8 (Conservative), 1.0 (Expected) or 1.2 (Aggressive).
  • Ramp-up. For SEO and enterprise SEO, ramp(m) = m ≤ lag ? 0 : min((m − lag) / rampMonths, 1) (defaults: 3-month lag, 9-month ramp to full speed).
  • Payback is the first month cumulative net gain turns positive; over 36 months it shows “N/A (>36 mo)”. Division by zero shows “—”.
  • Rounding. Currency to whole units, percentages to one decimal, months rounded up.

ROI Calculator

Open the ROI (General) calculator →

  • ROI % = (returned − invested) / invested × 100
  • net profit = returned − invested
  • annualized ROI % = ((returned / invested) ^ (12 / months) − 1) × 100
  • return multiple = returned / invested
Approximations:
  • Annualized ROI assumes the gain compounds evenly across the period; for a single period equal to your inputs it equals the simple ROI.

CRM ROI Calculator

Open the CRM ROI calculator →

  • timeSavings = reps × hoursSaved/week × 4.33 × hourlyCost
  • revenueUplift = reps × deals/rep × (winUplift% × scenario) × dealSize × margin%
  • monthlyGain = timeSavings + revenueUplift
  • monthlyCost = reps × seatCost + adminCost
  • netGain(M) = (monthlyGain − monthlyCost) × M − implementation
  • ROI% = netGain(12) / (monthlyCost × 12 + implementation) × 100

Enterprise SEO ROI Calculator

Open the Enterprise SEO ROI calculator →

  • monthlyCost = platformCost + teamCost
  • incrSessions(m) = sessions × uplift% × ramp(m) × scenario
  • incrRevenue(m) = incrSessions(m) × leadRate% × closeRate% × ACV × margin%
  • netGain(M) = Σ incrRevenue(1..M) − (monthlyCost × M + oneoff)
  • PPC-equivalent = incrSessions(full speed) × CPC

SEO ROI Calculator

Open the SEO ROI calculator →

  • ramp(m) = m ≤ lag ? 0 : min((m − lag) / rampMonths, 1)
  • incrRevenue(m) = traffic × (uplift% × ramp(m) × scenario) × convRate% × dealValue × margin%
  • netGain(M) = Σ incrRevenue(1..M) − monthlyCost × M
  • ROI% = netGain(12) / (monthlyCost × 12) × 100
  • payback = first month where cumulative net gain ≥ 0

Marketing ROI Calculator

Open the Marketing ROI calculator →

  • totalSpend = spend + extraToolCost
  • customers = leads × leadToCustomer% × scenario
  • monthlyGain = customers × customerValue × margin%
  • ROI% = (monthlyGain − totalSpend) / totalSpend × 100
  • CAC = totalSpend / customers · break-even CAC = customerValue × margin%
Approximations:
  • Year-1 customer value is recognised in the acquisition month (see methodology).

Content Marketing ROI Calculator

Open the Content Marketing ROI calculator →

  • monthlyCost = piecesPerMonth × costPerPiece + toolCost
  • liveSessions(m) = Σ_{k<m} piecesPerMonth × sessionsPerPiece × ramp(m−k) × scenario
  • revenue(m) = liveSessions(m) × leadRate% × closeRate% × customerValue × margin%
  • netGain(M) = Σ revenue(1..M) − Σ monthlyCost(1..M)
  • ROI% = netGain(12) / Σ monthlyCost(1..12) × 100
Approximations:
  • Each monthly cohort of content ramps independently from when it is published; sessions per piece is the mature (full-ramp) level. Year-1 customer value is credited as monthly gross margin (value × margin ÷ 12) in the months a customer is active within the 12-month window.

Marketing Automation ROI Calculator

Open the Marketing Automation ROI calculator →

  • timeSavings = marketers × hoursSaved/week × 4.33 × hourlyCost
  • incrCustomers = leads × leadToCustomer% × (convUplift% × scenario)
  • monthlyGain = timeSavings + incrCustomers × dealValue × margin%
  • netGain(M) = (monthlyGain − platformCost) × M − setup
  • ROI% = netGain(12) / (platformCost × 12 + setup) × 100

Customer Experience ROI Calculator

Open the Customer Experience ROI calculator →

  • savedCustomers = activeCustomers × churn% × (churnReduction% × scenario)
  • retentionGain = savedCustomers × ARPU × retainedMonths × margin%
  • deflectionSavings = tickets × deflection% × costPerTicket
  • monthlyGain = retentionGain + deflectionSavings
  • ROI% = (monthlyGain − programCost) / programCost × 100
Approximations:
  • Each saved customer is credited their lifetime value (ARPU × retained months) once, in the month saved (see methodology).

Website ROI Calculator

Open the Website ROI calculator →

  • added conversions/mo = visitors × currentConv% × (uplift% × scenario)
  • added margin/mo = added conversions × order value × grossMargin%
  • net gain(M) = (added margin − upkeep) × M − project cost
  • ROI% = net gain(12) / (project cost + upkeep × 12) × 100
  • payback = first month cumulative net gain ≥ 0
Approximations:
  • The conversion uplift is applied from month one (no ramp); for a phased rollout, lower the uplift or model it in stages.

HubSpot ROI Calculator

Open the HubSpot ROI calculator →

  • time savings/mo = users × hours saved/wk × 4.33 × hourly cost
  • extra customers/mo = leads × baseRate% × (uplift% × scenario)
  • revenue uplift/mo = extra customers × deal value × margin%
  • net gain(M) = (time savings + revenue uplift − subscription) × M − onboarding
  • ROI% = net gain(12) / (subscription × 12 + onboarding) × 100
Approximations:
  • Independent estimate — not affiliated with or endorsed by HubSpot. Defaults are illustrative; enter your own plan cost and metrics.

CAC Calculator

Open the CAC calculator →

  • blended CAC = (sales + marketing spend) / new customers
  • fully-loaded CAC = (spend + salaries + tools) / new customers
  • CAC payback = CAC / (ARPA × margin%)

Churn Rate Calculator

Open the Churn Rate calculator →

  • churned = start + new − end · customerChurn% = churned / start × 100
  • monthlyRate = 1 − (1 − periodRate)^(1/n) (n = 1/3/12)
  • annualized% = (1 − (1 − monthlyRate)^12) × 100
  • gross MRR churn% = (churned + downgrade) / startMRR × 100
  • net MRR churn% = (churned + downgrade − expansion) / startMRR × 100
  • avg lifetime = 1 / monthlyRate (months)

LTV & LTV:CAC Ratio Calculator

Open the LTV & LTV:CAC calculator →

  • avg lifetime (months) = 1 / monthly churn%
  • LTV (gross-margin) = ARPA × gross margin% / monthly churn%
  • LTV (revenue) = ARPA / monthly churn%
  • LTV : CAC = LTV (gross-margin) / CAC
  • CAC payback = CAC / (ARPA × gross margin%) (months)
  • health band: ≈3:1 healthy · <1:1 loss-making · >5:1 possibly under-investing
Approximations:
  • LTV uses a constant monthly churn and constant ARPA — it does not model expansion revenue, cohort decay or a discount rate. It is the standard "1 / churn" lifetime approximation; treat it as a planning figure, not a DCF.
  • The margin-adjusted LTV (ARPA × margin ÷ churn) is the figure used for the LTV:CAC ratio, because CAC is a real cash cost and should be compared against gross-margin dollars, not gross revenue.

Benchmarks & default values

Assumption fields ship with demonstration defaults that produce a realistic example — they are not claimed industry averages. Each is marked “Demo default — adjust to your data” until we attach a cited public source, at which point it shows the source and year. We do not publish fabricated benchmark statistics.

Benchmark dataset version: 2026-06-12

Changelog

  • 2026-06-12 — Initial release: 8 calculators, formulas published, all assumption defaults marked as demo defaults pending citation.