Marketing automation tools cost real money and the ROI question comes up every renewal. This calculator gives you a clean way to back into the answer. Plug in your monthly software cost, the leads it generates, your sales conversion rate, and average deal size. The output shows monthly net revenue, payback period in months, and 12-month ROI as a percent. You can use the embedded version below or build your own version on Buildroy with your own labels and formulas in about 60 seconds.
How the marketing automation ROI formula works
The math is straightforward but easy to mess up because most teams forget to multiply through the funnel. Here is the formula in plain language.
- Monthly leads generated = automation spend ÷ cost per lead
- Monthly closed deals = monthly leads × sales conversion rate
- Monthly revenue = monthly closed deals × average deal size
- Monthly net = monthly revenue − automation spend
- Payback months = automation spend ÷ monthly net (only if monthly net is positive)
- 12-month ROI percent = (monthly net × 12) ÷ automation spend × 100
Worked example
Let's run a real-feeling example so you can see the calculator in action.
| Monthly automation spend | $3,000 |
| Cost per lead | $50 |
| Sales conversion rate | 8% |
| Average deal size | $2,500 |
Result: Monthly leads = 60. Closed deals = 4.8. Monthly revenue = $12,000. Monthly net = $9,000. Payback period = 0.33 months. 12-month ROI = 300 percent. The same template works for HubSpot, Marketo, Pardot, ActiveCampaign, or any tool where you can attribute leads back to spend.
What this calculator is for
Use it before a renewal, before adding a new channel, or before pitching automation as a line item in your marketing budget. Sales and finance both want a single number they can defend, and a calculator gives them one. You can share the result as a clean URL so the conversation moves forward without spreadsheet attachments.
What this calculator is not for
It does not model multi-touch attribution, brand lift, or compounding pipeline effects across quarters. Those are real, but they hide the answer rather than expose it. Start with the simple version, get alignment, then layer complexity if you need it.
Embed it or build your own
If you want to put this on your site for prospects to use, copy the embed snippet from the live calculator. If you want to change the inputs (say, add LTV or churn), open the template on Buildroy, edit it, and your version is live in seconds with its own URL.
Frequently asked questions
- What is a good ROI for marketing automation?
- Most healthy B2B teams see 200 to 400 percent 12-month ROI on automation spend once the program is mature. New programs often run negative for the first 60 to 90 days while you build the lead list and lock in conversion rates. Use payback months as the early signal, not 12-month ROI.
- How do I calculate cost per lead from my automation tool?
- Take your monthly software cost plus any agency fees that touch the tool, then divide by the number of net new marketing-qualified leads it created last month. If you also run paid ads through the tool, include the ad spend in the numerator.
- Should I use closed-won deals or pipeline value?
- For ROI, use closed-won. Pipeline can inflate the number two to four times because not every deal closes. If you want a leading indicator, run a separate pipeline ROI calculation alongside the closed-won one and label them clearly.
- Can I embed this on a HubSpot or WordPress page?
- Yes. Buildroy gives you an embed snippet (one line of HTML) that drops into HubSpot, WordPress, Webflow, Framer, or any CMS that allows custom HTML blocks. The calculator inherits your fonts and you can turn off the Buildroy badge on the paid plan.
- How is this different from a spreadsheet?
- A spreadsheet is a file. A Buildroy calculator is a URL. Prospects, sales reps, and finance teams use it without downloading anything, and you can capture leads with optional email gates if you want.
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