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.

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).

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).

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)

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.