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