Cloud Ratings | True ROI of RELAYTO

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ExecutiveSummary: CloudRatingsTrueROIReportsquantifyandprovide3rdpartyvalidationofasoftware product’s business value. RELAYTOengagedCloudRatingstocompleteaTrueROIevaluationprocess. TrueROIKeyFindings: ● ROI(3-YearPeriod):4,748%(47x) ○ FullyRamped(PostImplementation)AnnualROI:5,361%(54x) ● Payback:2.0Months ● DriversofBenefits: ○ ImprovedPipelineConversionRates(93%oftotal) ○ ReducedMicro-Site+ContentProductionCosts (4%) ○ PipelineExpansionViaShareableAccount-BasedMarketing(ABM)(2%) ○ SalesRepresentativeTimeSavingsViaAnalytics(1%) 1 ● RepresentativeCustomerAssumption:$100mRevenueSoftwareCompany 1 Seereportsection“ROIAtOtherCustomerSizes”foralternativeROImodelreturns: - $25mRevenuewithLowerMargins:1,653%(17x)3-YearROI - $50mRevenuewithLowerMargins:3,299%(33x)3-YearROI 1

Solution Overview: RELAYTO’sOfficialDescription:“RELAYTOengagesadvancedalgorithmsto automaticallyrevampstaticcontentintointeractivemicro-sitesthatboostviewer engagement24/7-nocodingrequired.” WhiletheRELAYTOContextExperiencePlatformservesmultiplefunctionsandproduct 2 categories , this True ROI report focuses exclusively on RELAYTO’s ROI for the sales function. Fromasalesenablementperspective,RELAYTOprovidesanimmersive,interactive,and secureenvironmentforsalesteams,clients,andstakeholderstocollaborate,share information, and close deals remotely. It also provides a centralized location for storing andorganizingallsales-relatedmaterials,suchasproposalsandmarketingcollateral. ROIDriver#1:ImprovedPipelineConversion Digital sales rooms can improve pipeline conversion and deal win rates for multiple reasons, including elevating the buying experience and increasing the number of buyer stakeholdersengaged,greaterbuyerconsumptionofvendorcollateral,andsellers' greater ability to tailor messaging based on buyer interactivity insights. CloudRatingscustomerinterviewsfocusedonchangesinwinratesafteradopting RELAYTO. 2 SoftwarecategoriesservedbyRELAYTOinclude:ContentExperience,ContentDistribution,Content Analytics, Account BasedMarketing,Flipbook,Presentation,ContentCreation,Proposal,SalesEnablement, andDigitalSalesRoom 2

ARELAYTOcustomerexperienceda750basispointincreaseintheirwinratesolelyfrom deals that skipped the RFP process altogether. Relative to their pre-RELAYTO win rate (whichwasmodestlyaboveindustrymedians),thisrepresenteda29%increase. Anothercustomerattributed35%(orhalf)oftheir70%post-RELAYTOrevenue improvementduetoimprovedpipelineconversionrates. Driver of ROI Calculations: Metric Ref Comment Revenue $100,000,000 RevenueGrowth 20.0% NewSalesPerYear $20,000,000 a WinRate(IndustryMedian) 18.0% b WinningByDesignbenchmarks ImpliedPipeline $111,111,111 c=a/b RELAYTOImpact: WinRateImprovement 7.5% d Customerinterviews NewWinRate 25.5% b+d Sales fromImprovedWinRate $8,333,333 e=c*d NewSaleContributionMargin 60.0% f IncrementalProfit $5,000,000 g=e*f RELAYTOCustomerQuote: 3

ROIDriver#2:ReducedMicro-Site+ContentProductionCosts Insteadofusingdigitalsalesroomsoftware,creatinga“microsite”-orsmallwebsiteora smallclusterofpagesmeanttofunctionasadiscreteentitywithinanexistingwebsite- requires webdevelopmentpersonneltoprogram.Thiswebdevelopmentpersonnelcan beinternalorexternal. Challengesofdevelopingmicrositesincludesecuringwebdevelopers'time, ensuring compatibility with other systems, quality assurance to ensure a user experience (UX) to brandstandards,andensuringaresponsiveuserexperienceacrossvariousdevices(i.e., mobilevsdesktopvsiPad)andbrowsers. RELAYTOCustomerQuotes: 4

Driver of ROI Calculations: Metric Ref Comment CustomerPipeline $111,111,111 a ViaROIDriver#1 AverageDealSize $50,000 b #ofDealsInPipeline 2,222 c=a/b %DealsWithMicro-sitesPrepared 10% d BeforeusingRELAYTO Micro-Sites Made 222 e=c*d Equatesto6sitespersalesrep RELAYTOImpact: Prior Time SpentPerMicro-site 3hours f Salary Of Web/ContentProducer $80,257 g WebDesignerLevelII-Salary.com OverheadBurden 30% h BureauofLaborStatistics(BLS):41% Fully LoadedAnnualCost $104,334 i CostPerHour $53 j At49weeks/yearat40hrs/week CostPerMicro-Site $160 k=f*j TimeSavingsWithRELAYTO 90% l Customerinterviews NewTimePerMicro-Site 0.3 hours m=l*d NewCostPerMicro-Site $16 n=k*(1-l) SavingsPerMicro-Site $144 o=k-n Total Savings At Prior Volume $31,939 p=e*n %DealsWithRELAYTOMicro-sites 60% q Micro-Sites MadeWithRELAYTO 1,333 r = c*q* Additional Sites With RELAYTO 1,111 s = r-e Comparedtopriorbaseline Total Savings For Extra Sites $159,695 t = s*o Total Cost Savings $191,634 u=p+t 5

ROIDriver#3:ShareableAccount-BasedMarketing(ABM)Pipeline Expansion UsingRELAYTOearlierinthecustomerbuyingprocessviaaccount-basedmarketing techniquescanincreasesalespipeline. Forexample,onecustomersharedhowabuyinggroupmemberforwardedasales presentationlink, including an email-gated implementationplan,toacolleaguewho becameinterested.Despitebeinglateinthesalescycle,theobservableinteractive features helped their salesperson expand the deal size. Notably, one RELAYTOcustomerinterviewedaspartofthisTrueROIstudyimplemented atactic to drive new buyer stakeholders to the sales process. Specifically, the customer includedaninteractiveslideforabuyertoenvision-andeventypein-additional stakeholdersthattheproductpost-implementationwouldimpact.Thisledtoamore customizedpresentationthatengagedabroaderuniverseofbuyerstakeholdersand pickedupdealexpansionmomentumasthebuyerstakeholdergroupexpanded. GiventhesizeofB2Bbuyinggroups,thiscanbeaparticularlyimpactfultactic: ● Gartner:Theaveragebuyingteamsizeisbetween14and23people ● Forrester: 66%ofB2Bbuyinggroupsaremorethansixpeople 6

Forconservatism,thisTrueROImodelspipelineexpansiontreatingnewRELAYTO contentviewerslikegeneralwebsitetrafficinthefollowingROIcalculations: Driver of ROI Calculations: Metric Ref Comment CustomerPipeline $111,111,111 a ViaROIDriver#1 WebTrafficConversionRates: Definedas“Webtraffictoprospect” Gartner 6.10% Industry: Software Wordstream 2.23% Industry: All B2B First Page Sage 1.10% Industry: B2B SaaS Average 3.14% b ProspecttoMQLConversion 20.0% c WinningByDesignbenchmarks WebTrafficToMQLConversion 0.63% d=b*c RELAYTOImpact: IncreasedPipelineViaABM $698,519 e=a*d AdditionalimpressionsviaABM WinRateWithRELAYTO 25.5% f Via ROIDriver#1 Sales fromPipelineExpansion $178,122 g=e*f ContributionMarginForNewSales 60% h Softwaregrossmarginlesssalescost IncrementalProfit $106,873 i =h*g 7

ROIDriver#4:SalesRepresentativeTimeSavingsViaAnalytics RELAYTO'sengagementanalyticsprovidereal-timeinsightsintohowusersinteractwith eachdocument,page,andassetintheDigitalSalesRoom. Atthebeginningofasalescycle,analyticscansavevaluabletimebyhelpingtoidentify prospectswhoshowlittleornointerestinthepresentedmaterials.Avoiding“digitalghost prospects”enablessalesrepstofocustheireffortsonmorepromisingleads. Asthesalescycleprogresses,theinvolvementofkeySubjectMatterExperts(SMEs)like CISOs,CFOs,CTOs,andCEOsbecomescrucial.Analyticscanstreamlinethisphaseby pinpointingtheexactcontentthatSMEsneedtoreview,facilitatingfasterandmore efficient decision-making. Moreover,RELAYTO’sanalyticsfeaturesactasa'digitalflyonthewall,'quietlyobserving howprospectsinteractwiththeinformationprovided.Thisinsightallowsfortacticaland strategic outreach that is based on data, rather than assumptions. OneexamplefromCloudRatingsinterviewwithaRELAYTOcustomerintheinsurance brokerageindustry:bysharingtrackableassetswithclientemployees,thebrokeragewas abletoidentifybenefitareas-specificallyatelemedicineprogram-employeesshowed deepengagement.Usingthoseanalytics,theinsurancebrokerageandemployerwere abletodesignanimprovedemployeebenefitpackagethatalignedwithwhatemployees actually valued. In other scenarios, analytics can identify buyer concern areas. For example, repeated opensofa“SecurityOverview”documentwouldhighlightsecurityasakeybuyerissue. 8

Formodelingthesetimesavings,CloudRatingsassumed1.0%ofallSQLsshow minimal-to-zerocontentengagementandarethereforeavoided.Accountexecutives referred to these unengagedprospectsas“ghosts”inCloudRatingsresearchinterviews to set this assumption. Driver of ROI Calculations: Metric Ref Comment Revenue $100,000,000 RevenueGrowth 20.0% NewSalesPerYear $20,000,000 a Sales Per Year Per Sales Rep $673,000 b KeyBankSaaSSurvey2022 NumberofSalesReps 30 c=a/b Sales RepOnTargetEarnings(OTE) $160,000 d RepVueMiddleMarketAEdata OverheadBurden 30% e BureauofLaborStatistics(BLS):41% Fully LoadedAnnualCost $208,000 f = d*(1+e) RELAYTOImpact: UnengagedProspects 1.0% g Assumption+salesrepinterviews AvoidingUnengagedRepSavings $2,080 h=f*g Persalesrep Total Cost Savings $62,400 i = h*c 9

ROIAtOtherCustomerSizes: $100mRepresentativeCustomer All detailed ROI Driver analyses presented above used a representative RELAYTO customerwiththefollowingkeycharacteristics: ● Revenue:$100m,growingat20% ● Industry:Software ● ContributionMarginOnIncrementalSales:60%(75%grossmarginless15%sales costs/commissions) Below,wesummarizetheROIofRELAYTOatalternativecustomersizes: OtherCustomerSizeROIComparison: $25m $50m $100m CustomerRevenue $25,000,000 $50,000,000 $100,000,000 Industry Services Services Software ContributionMarginonNewSales 25% 25% 60% RELAYTOCosts: RELAYTOAnnualLicense $30,000 $30,000 $100,000 Implementation(Over2Months) $15,000 $15,000 $20,000 RELAYTOImpact: 3-Year ROI 1,653% (17x) 3,299%(33x) 4,748%(47x) PaybackInMonths 2.3 2.1 2.0 AnnualBenefit $612,100 $1,222,120 $5,360,907 10

TrueROIMethodologySummary: ProductDueDiligence CloudRatingsconductedinterviewswithRELAYTOrepresentativesandreviewedvendor informational resources to inform our customer due diligence process. Cloud Ratings also trialed RELAYTOtodirectlyunderstandfunctionalitieslikecreatingadigitalsalesroom. Furthermore,CloudRatingsindependentlyreviewedpubliclyavailableRELAYTO customeruserreviewstounderstandcustomerexperiencesandusecasesbetter. CustomerInterviews CloudRatingsconductedinterviewswith3RELAYTOcustomerstoverifythequantitative andqualitativeimpactofRELAYTOwithintheirorganizations.Allcustomerinterviews wereconductedindependentlyandwithoutparticipationfromRELAYTO. CustomerIndustry CustomerNotes Interviewee MarketingSoftware 300+employees Director of Marketing InsuranceBrokerage 30+employees ManagingDirector Predictive Analytics 15 employees HeadofMarketing TrueROIFinancialModeling Customerinterviewresultsweretranslatedintoquantitativebenefitandcostestimates for a representative RELAYTO customer.Industrybenchmarksareemployedinmodel calculations to reflect industry norms. TrueROIReport Basedonverifiedcustomerinformation,theCloudRatingsTrueROIreportestimatesthe financialimpactofadoptingRELAYTO.Forpurposesofconservatism,qualitativebenefits arenotincludedinCloudRatings’estimatesofROIorpaybackperiod. 11

TrueROIReportAuthors: Accountability and accessibility are core values of Cloud Ratings. Pleasedonothesitatetocontactusifyouhaveanyquestions,concerns,orfeedback regardingourRELAYTOreport. MattHarney Founder [email protected] Gerelli Angga ResearchAssociate AboutUs: CloudRatingsisacustomeroutcomes-focused,data-drivensoftwareresearchanalyst firm.Weexisttoalloworganizationstomakemoreconfident,lower-risksoftware purchasingdecisions. Built uponinvestigative customerinterviews, our True ROI Reports quantify and provide 3rdpartyvalidationofasoftwareproduct’sbusinessvalue. OurCloudRatingsCategoryReportscombineuserreviewswithverifiedvendordatato impartially identify leading software products. cloudratings.com 12

CloudRatingsDisclaimerandDisclosures: RELAYTOengagedCloudRatingstoproducethisTrueROIreport. WhileRELAYTOprovidedalistofcustomerstointerview,allinterviewswereconducted withoutanyparticipationbyRELAYTO. CloudRatingsmakesnorepresentationorwarrantyastothefinancial,business,and operational impactanyspecificorganizationwillreceivebyadoptingRELAYTO.TrueROI report readers are solely responsible for conducting their own due diligence in assessing themeritsofadoptinganytechnologysolution,includingRELAYTO. Furthermore,thisCloudRatingsTrueROIreportsolelycoversRELAYTOanddoesnot evaluatetheROIavailablethroughproductscompetitivewithRELAYTO. WhileRELAYTOwasprovidedanopportunitytoidentifyanymaterialerrorsderivedfrom CloudRatingsfindings,CloudRatingsmaintainsabsoluteeditorialcontroloverallaspects of its True ROI reports. CloudRatingsresearchanalysisandpublicationsrepresentopinions-expressedata specificmomentintime-andshouldnotbeviewedasstatementsoffact. CloudRatingsisnotresponsibleforanyincorrectinformationsuppliedbyvendors, customersofvendors,orderivedfrompubliclyaccessibleinformation. CloudRatingsassumesnoliabilityfordamagesresultingfromtheapplicationorusageof information, content, or research. CloudRatingsdisclaimsallwarrantiesastothecommercialsuccessoroutcomeofany resulting business activities, vendor selections, or investment decisions from the informationprovided. 13