What is your revenue stack really costing you?

Every price is euros per year at list, for a mid-market B2B team. Vendors that publish a rate card (HubSpot, Pipedrive, Zoho, Odoo, lemlist, Clay, Apollo, Sales Navigator) are quoted from it. Vendors that publish nothing (ZoomInfo, 6sense, Demandbase, Cognism, Outreach, Salesloft, Marketo) are modelled on median contract values reported by procurement marketplaces in 2026. Your real numbers will differ — that is what the assessment is for.

• Marketing automation scales with contacts on both sides. Marketo, Pardot, Mailchimp and HubSpot Marketing Hub all recalculate as you move the contacts dial.
• Licence saving is your ticked stack minus the replacement stack, so nothing is double-counted. Conservative assumes you keep or renegotiate a quarter of today's spend rather than retiring it cleanly.
• Replacement stack: HubSpot Sales Hub Professional per rep plus core seats, Marketing Hub Professional with your contact tier only if you run marketing automation today; lemlist Multichannel per rep; Clay Growth plus credits.
• Integration and admin: 2,000 (conservative) to 4,000 (optimistic) per year per tool retired beyond the three platforms you keep — middleware, field mapping, sync failures, vendor management, renewal cycles.
• Productivity: 3% to 8% of revenue-team time recovered, valued at your fully loaded cost. Teams usually report 10–20% after a clean consolidation, so both ends are deliberately low.
• Suggested investment is a quarter to a half of the conservative annual value. At the top of that band you are fully paid back in six months even if nothing optimistic happens.