Technology spend estimator

Applies to per-seat tools only (e.g. Intercom, Zendesk Chat, Apollo). Leave employee count blank to fall back to a turnover-based estimate for those tools.

Monthly paid visits by source — from the Traffic Data tab → Traffic Source

Leave visits blank if TAMI holds no traffic-source data for this company — the estimate then falls back to a turnover-based figure.

For tools without public pricing

Scales the placeholder estimate applied to any detected tool that isn't in the pricing reference library below. Increase if you know this company tends to pay above-market rates (e.g. long-standing enterprise contracts); decrease for lean/self-serve setups.

Advertising assumptions

Defaults reflect 2026 ecommerce benchmarks: search ~$1.16–$1.81 per click, Meta ~$0.78, display ~$0.45–$0.63; paid media averages ~31% of marketing budgets (Gartner CMO Spend Survey 2026). Raise search CPC for competitive or B2B categories ($3–$5+).

Company size (from turnover, using the same seven revenue bands as the shipping and payment estimators) determines which pricing tier is applied per tool. Around 430 platforms from TAMI's tracked technology fields have been indexed into one of three confidence levels. Public pricing (teal tag): 56 individually-researched tools with real published 2026 pricing, spanning ecommerce platforms, reviews/email, live chat/CX, and marketing automation/data tools (HubSpot, ActiveCampaign, Constant Contact, Brevo, Campaign Monitor, Marketo, Clearbit, Apollo, Lusha, Freshdesk, Doofinder, Algolia, Infusionsoft, Act-On, Hotjar, and more), scaled to the company's turnover band. Category estimate (blue tag): the remaining ~200 platforms, grouped by type — open-source/self-hosted carts, small-business SaaS, mid-market SaaS, enterprise commerce/personalization tools, and legacy enterprise suites — each with a representative cost band grounded in research on comparable named platforms in that category, not the specific tool itself. Many of these (regional carts, discontinued platforms, niche plugins) have no public pricing footprint at all, so the category-level figure is a reasonable placeholder, not a researched number for that exact tool. Estimate (amber tag): anything typed in that isn't recognised falls back to a generic size-scaled placeholder. Cloud infrastructure (AWS, Google Cloud, Azure) is usage-based rather than licence-based, so its figure is especially rough. Any of these should be overridden with a known real cost wherever available. For genuinely per-seat tools (Intercom, Zendesk Chat, LiveChat, Olark, Apollo, Lusha, and similar), cost is calculated as employee count × the chosen adoption percentage × the published per-seat price, using TAMI's employee count for the company where available. Without an employee count, these tools fall back to an assumed team size scaled off turnover, which is a weaker proxy — entering the real employee count materially improves accuracy for this group of tools specifically.

Projected advertising spend blends two estimates. The revenue-based figure applies a marketing budget percentage by company size (about 15.6% of turnover under $10M, falling to ~6% above $250M, in line with B2B benchmarks and Gartner's 7.8% large-enterprise average) to turnover, then takes the paid media share of that budget (31% by default, per Gartner 2026) — so it includes all advertising, online and offline. The traffic-based figure multiplies TAMI's monthly paid visits by source (search, social, display) by an assumed cost per click, so it only captures digital click-driven spend and understates brands that buy TV, print or sponsorship. The blended figure is the average; with no paid-traffic data it uses the revenue-based estimate alone. Both are directional, not a record of actual media buying.