Docket ROI Simulator

Docket · ROI Simulator

Turn Buyer Intent Into
Quantified Pipeline.

Adjust your traffic and deal economics to estimate ROI and value.

ROI Sandbox

bands = [
  { label:"0 – 6,999",    min:0,      max:6999,      fit:2.0, roi_lo:2.0, roi_hi:3.0, docket_start:36, legacy_start:13, meet_lo:20, meet_hi:40, conv_lo:40, conv_hi:60, pipe_lift:15, unq_lo:50, unq_hi:70 },
  { label:"7k – 19,999",  min:7000,   max:19999,     fit:4.0, roi_lo:3.5, roi_hi:4.0, docket_start:36, legacy_start:13, meet_lo:20, meet_hi:40, conv_lo:40, conv_hi:60, pipe_lift:15, unq_lo:50, unq_hi:70 },
  { label:"20k – 49,999", min:20000,  max:49999,     fit:4.5, roi_lo:4.0, roi_hi:4.5, docket_start:36, legacy_start:13, meet_lo:20, meet_hi:40, conv_lo:40, conv_hi:60, pipe_lift:15, unq_lo:50, unq_hi:70 },
  { label:"50k – 99,999", min:50000,  max:99999,     fit:5.0, roi_lo:4.5, roi_hi:5.0, docket_start:36, legacy_start:13, meet_lo:20, meet_hi:40, conv_lo:40, conv_hi:60, pipe_lift:15, unq_lo:50, unq_hi:70 },
  { label:"100k+",        min:100000, max:999999999, fit:5.0, roi_lo:4.5, roi_hi:5.0, docket_start:36, legacy_start:13, meet_lo:20, meet_hi:40, conv_lo:40, conv_hi:60, pipe_lift:15, unq_lo:50, unq_hi:70 }
]

// ── Slider ────────────────────────────────────────────────────────────────────
viewof visitors = Inputs.range([500, 200000], {
  step: 500, value: 25000,
  label: "Monthly Website Visitors"
})

// ── Reactive band ─────────────────────────────────────────────────────────────
ab = bands.find(b => visitors >= b.min && visitors <= b.max) ?? bands[4]

// ── KPI cards ─────────────────────────────────────────────────────────────────
html`
<div class="sec-label">Your Traffic Band — Fit &amp; ROI Scores</div>
<div class="kpi-grid">
  <div class="kpi-card">
    <div class="lbl">Traffic Band</div>
    <div class="val accent" style="font-size:1.25rem;">${ab.label}</div>
  </div>
  <div class="kpi-card">
    <div class="lbl">Fit Score</div>
    <div class="val">${ab.fit.toFixed(1)}<span style="font-size:1rem;color:#5a6180;"> / 5.0</span></div>
  </div>
  <div class="kpi-card">
    <div class="lbl">ROI Score</div>
    <div class="val">${ab.roi_lo.toFixed(1)}–${ab.roi_hi.toFixed(1)}<span style="font-size:1rem;color:#5a6180;"> / 5.0</span></div>
  </div>
  <div class="kpi-card">
    <div class="lbl">Conv. Rate Lift</div>
    <div class="val green">+${ab.conv_lo}–${ab.conv_hi}%</div>
  </div>
</div>`

// ── Conversion rate bar chart — fixed ordering via explicit domain ─────────────
{
  const convData = [
    { ch: "Legacy Form", rate: ab.legacy_start, fill: "#2a2f4a" },
    { ch: "Docket AI",   rate: ab.docket_start,  fill: "#5b6ef5" }
  ]
  return Plot.plot({
    style: { background:"transparent", color:"#9da3bd", fontFamily:"inherit", fontSize:13 },
    width: document.querySelector('.tab-pane.active')?.offsetWidth || 850,
    marginLeft: 110, marginRight: 70, marginBottom: 36, marginTop: 16,
    height: 200,
    x: { label:"Conversation Start Rate (%)", domain:[0,48], grid:true, tickFormat: d => d+"%", style:{fill:"#5a6180"} },
    y: { label:null, domain:["Docket AI","Legacy Form"] },
    marks: [
      Plot.barX(convData, { x:"rate", y:"ch", fill:"fill", rx:5 }),
      Plot.text(convData, {
        x: d => d.rate + 1, y:"ch",
        text: d => d.rate + "%",
        fill:"#dde0ef", fontSize:14, fontWeight:700, textAnchor:"start"
      }),
      Plot.ruleX([0], { stroke:"#1e2235" })
    ]
  })
}

html`<div class="callout-dk">
  Docket's <strong style="color:#5b6ef5;">36%</strong> conversation start rate is
  <strong style="color:#3ecf8e;">2.8× higher</strong> than the 13% legacy form baseline.
  That gap is consistent at every traffic tier — the absolute dollar impact is what scales.
</div>`

// ── Fit score band chart — pinned Y order matching bands array ────────────────
{
  const fitData = bands.map(b => ({
    band: b.label,
    fit:  b.fit,
    roi:  (b.roi_lo + b.roi_hi) / 2,
    active: b.label === ab.label
  }))
  const bandOrder = bands.map(b => b.label)

  return Plot.plot({
    style: { background:"transparent", color:"#9da3bd", fontFamily:"inherit", fontSize:12 },
    width: document.querySelector('.tab-pane.active')?.offsetWidth || 850,
    marginLeft: 110, marginBottom: 36, marginTop: 8,
    height: 200,
    x: { domain:[0,5.8], label:"Fit Score (out of 5.0)", grid:true, style:{fill:"#5a6180"} },
    y: { label:null, domain: bandOrder },
    marks: [
      Plot.barX(fitData, {
        x: "fit", y: "band",
        fill: d => d.active ? "#5b6ef5" : "#1e2235",
        rx: 4,
        tip: true,
        title: d => `Fit: ${d.fit}/5.0   ROI: ${d.roi.toFixed(1)}/5.0`
      }),
      Plot.text(fitData, {
        x: d => d.fit + 0.08, y: "band",
        text: d => d.active ? "◀ you" : "",
        fill:"#5b6ef5", fontSize:11, textAnchor:"start"
      })
    ]
  })
}

How Docket Stacks Up

Dimension

Legacy Chatbot

Human SDR

Docket AI

Qualification method

Playbook scripts

Inconsistent

Reasoning engine

Availability

24/7 (rigid)

Business hours

24/7, context-aware

Scalability

Limited by rules

1 rep = 1 convo

Unlimited concurrent

CRM sync

Manual / partial

Rep-dependent

Auto, full context

Time to live

Weeks of config

60–90 day ramp

7–14 days

Business Case

mutable deal_size = 50000
mutable close_rate = 0.20

// ── Custom slider row: Average Deal Size ──────────────────────────────────────
{
  const row = html`<div class="slider-row">
    <div class="slider-row-label">Average Deal Size (USD)</div>
    <input class="slider-row-number" type="number" min="1000" max="500000" step="1000" value="50000">
    <input class="slider-row-range"  type="range"  min="1000" max="500000" step="1000" value="50000">
    <div class="slider-row-sentence">Your deals are, on average, worth <strong style="color:#dde0ef;">$50,000</strong>.</div>
  </div>`

  const numEl = row.querySelector('input[type=number]')
  const rngEl = row.querySelector('input[type=range]')
  const senEl = row.querySelector('.slider-row-sentence')

  const sync = (raw) => {
  const v = Math.max(1000, Math.min(500000, Math.round(+raw / 1000) * 1000))
  numEl.value = v
  rngEl.value = v
  senEl.innerHTML = `Your deals are, on average, worth <strong style="color:#dde0ef;">$${v.toLocaleString("en-US")}</strong>.`
  mutable deal_size = v
}

  rngEl.oninput = () => sync(rngEl.value)
  numEl.oninput = () => sync(numEl.value)

  return row
}

// ── Custom slider row: Close Rate ─────────────────────────────────────────────
{
  const row = html`<div class="slider-row">
    <div class="slider-row-label">Close Rate</div>
    <input class="slider-row-number" type="number" min="0.01" max="1.00" step="0.01" value="0.20">
    <input class="slider-row-range"  type="range"  min="0.01" max="1.00" step="0.01" value="0.20">
    <div class="slider-row-sentence">You close <strong style="color:#dde0ef;">20%</strong> of your deals.</div>
  </div>`

  const numEl = row.querySelector('input[type=number]')
  const rngEl = row.querySelector('input[type=range]')
  const senEl = row.querySelector('.slider-row-sentence')

  const sync = (raw) => {
  const v = Math.max(0.01, Math.min(1.00, Math.round(+raw * 100) / 100))
  numEl.value = v.toFixed(2)
  rngEl.value = v
  senEl.innerHTML = `You close <strong style="color:#dde0ef;">${(v * 100).toFixed(0)}%</strong> of your deals.`
  mutable close_rate = v
}

  rngEl.oninput = () => sync(rngEl.value)
  numEl.oninput = () => sync(numEl.value)

  return row
}

bm           = Math.round(visitors * 0.05 * 0.10)
meet_lift    = ((ab.meet_lo + ab.meet_hi) / 2) / 100
incr_meet    = Math.round(bm * meet_lift)
docket_meet  = bm + incr_meet
unq_pct      = ((ab.unq_lo + ab.unq_hi) / 2) / 100
unq_saved    = Math.round(bm * unq_pct)
monthly_pip  = incr_meet * deal_size * close_rate
annual_pip   = monthly_pip * 12

docket_plan = visitors <= 20000 ? "Growth" : visitors <= 100000 ? "Scale" : "Enterprise"
docket_cost = visitors <= 20000 ? 36000 : visitors <= 100000 ? 48000 : null
payback_days = (monthly_pip > 0 && docket_cost !== null) ? Math.round((docket_cost / annual_pip) * 365) : null
payback_pct  = payback_days ? Math.min(payback_days / 365, 1) : 0


fmt = v => "$" + Math.round(v).toLocaleString("en-US")
fmtN = v => v.toLocaleString("en-US")

html`
<div style="background:#0f111a;border:1px solid var(--border);border-radius:10px;padding:.9rem 1.4rem;margin-bottom:1rem;display:flex;align-items:center;gap:2rem;flex-wrap:wrap;">
  <div style="display:flex;align-items:center;gap:.5rem;">
    <span style="font-size:.72rem;text-transform:uppercase;letter-spacing:.1em;color:#5a6180;">Traffic Input</span>
    <span style="font-size:.95rem;font-weight:600;color:#dde0ef;">${visitors.toLocaleString()} visitors/mo</span>
  </div>
  <div style="width:1px;height:1.2rem;background:#1e2235;"></div>
  <div style="display:flex;align-items:center;gap:.5rem;">
    <span style="font-size:.72rem;text-transform:uppercase;letter-spacing:.1em;color:#5a6180;">Plan</span>
    <span style="font-size:.95rem;font-weight:600;color:#5b6ef5;">${docket_plan}</span>
  </div>
  <div style="width:1px;height:1.2rem;background:#1e2235;"></div>
  <div style="display:flex;align-items:center;gap:.5rem;">
    <span style="font-size:.72rem;text-transform:uppercase;letter-spacing:.1em;color:#5a6180;">Annual Cost</span>
    <span style="font-size:.95rem;font-weight:600;color:#dde0ef;">${docket_cost !== null ? "$" + docket_cost.toLocaleString("en-US") + "/yr" : "Custom — contact Docket"}</span>
  </div>
  <div style="font-size:.78rem;color:#5a6180;margin-left:auto;">← adjust visitor slider on Tab 1 to change plan</div>
</div>`

// ── Hero annual pipeline figure ───────────────────────────────────────────────
html`
<div class="memo-hero">
  <div class="mh-label">Projected Incremental Annual Pipeline</div>
  <div class="mh-big">${fmt(annual_pip)}</div>
  <div class="mh-sub">${fmt(monthly_pip)} / month · based on your inputs above</div>
</div>`

// ── Four supporting KPIs ──────────────────────────────────────────────────────
html`
<div class="kpi-grid">
  <div class="kpi-card">
    <div class="lbl">Incremental Meetings / mo</div>
    <div class="val green">+${fmtN(incr_meet)}</div>
  </div>
  <div class="kpi-card">
    <div class="lbl">Unqualified Meetings Saved / mo</div>
    <div class="val red">−${fmtN(unq_saved)}</div>
  </div>
  <div class="kpi-card">
    <div class="lbl">Monthly Pipeline Added</div>
    <div class="val gold">${fmt(monthly_pip)}</div>
  </div>
  <div class="kpi-card">
    <div class="lbl">Meetings Lift Applied</div>
    <div class="val accent">+${ab.meet_lo}–${ab.meet_hi}%</div>
  </div>
</div>`

// ── Before / After table ──────────────────────────────────────────────────────
html`
<div class="sec-label">Before &amp; After — Monthly Meetings &amp; Pipeline</div>
<div class="ba-grid">
  <div class="ba-cell head">Metric</div>
  <div class="ba-cell head">Legacy State</div>
  <div class="ba-cell head" style="color:#3ecf8e;">With Docket</div>

  <div class="ba-cell">Qualified Meetings / mo</div>
  <div class="ba-cell legacy">${fmtN(bm)}</div>
  <div class="ba-cell docket">${fmtN(docket_meet)} <span style="color:#5a6180;font-size:.8em;font-weight:400;">(+${fmtN(incr_meet)})</span></div>

  <div class="ba-cell">Unqualified Meetings / mo</div>
  <div class="ba-cell legacy">${fmtN(bm)}</div>
  <div class="ba-cell docket" style="color:#e05c5c;">${fmtN(bm - unq_saved)} <span style="color:#5a6180;font-size:.8em;font-weight:400;">(−${fmtN(unq_saved)} avoided)</span></div>

  <div class="ba-cell">Conversation Start Rate</div>
  <div class="ba-cell legacy">13%</div>
  <div class="ba-cell docket">36%</div>

  <div class="ba-cell">Incremental Pipeline / mo</div>
  <div class="ba-cell legacy">—</div>
  <div class="ba-cell docket">${fmt(monthly_pip)}</div>

  <div class="ba-cell">Incremental Pipeline / yr</div>
  <div class="ba-cell legacy">—</div>
  <div class="ba-cell docket">${fmt(annual_pip)}</div>
</div>`

// ── Payback meter ─────────────────────────────────────────────────────────────
html`
<div class="sec-label">Investment Payback</div>
<div class="payback-wrap">
  <div class="payback-num">${payback_days !== null ? payback_days + "d" : "—"}</div>
  <div style="flex:1;">
    <div class="payback-label">
      At Docket's all-in price of <strong style="color:#dde0ef;">${docket_cost !== null ? "$" + docket_cost.toLocaleString("en-US") + "/year (" + docket_plan + " plan)" : "custom Enterprise pricing"}</strong>,
      your projected payback period is <strong style="color:#3ecf8e;">${payback_days !== null ? payback_days + " days" : "—"}</strong>
      based on incremental pipeline generated.
      That's <strong style="color:#dde0ef;">${annual_pip > 0 ? (annual_pip / 36000).toFixed(1) + "×" : "—"}</strong> pipeline return on subscription cost.
    </div>
    <div class="payback-bar-bg" style="margin-top:.75rem;">
      <div class="payback-bar-fill" style="width:${Math.max(4, Math.round((1 - payback_pct) * 100))}%;"></div>
    </div>
    <div style="font-size:.72rem;color:#5a6180;margin-top:.3rem;">Bar represents % of year remaining after payback</div>
  </div>
</div>`

html`
<div class="callout-dk">
  <strong style="color:#dde0ef;">How to read this:</strong>
  At <strong style="color:#dde0ef;">${visitors.toLocaleString()}</strong> visitors/mo,
  Docket's conversation layer turns your existing traffic into
  <strong style="color:#3ecf8e;">+${fmtN(incr_meet)} additional qualified meetings per month</strong> —
  while eliminating <strong style="color:#e05c5c;">${fmtN(unq_saved)} unqualified meetings</strong> that drain rep capacity.
  At your deal size and close rate, that meeting lift is worth
  <strong style="color:#f5a623;">${fmt(monthly_pip)}/mo</strong> in incremental pipeline,
  or <strong style="color:#f5a623;">${fmt(annual_pip)} annualized</strong>.
  Docket costs <strong style="color:#dde0ef;">$36,000/year</strong>.
  You recover that in <strong style="color:#3ecf8e;">${payback_days !== null ? payback_days + " days" : "—"}</strong>.
</div>`

html`
<div style="background:linear-gradient(135deg,#141c38 0%,#0e1020 100%);border:1px solid #2a3260;border-radius:12px;padding:1.6rem 2rem;display:flex;align-items:center;justify-content:space-between;margin-top:2rem;flex-wrap:wrap;gap:1rem;">
  <div>
    <div style="font-size:1rem;color:#dde0ef;font-weight:600;">Ready to validate these numbers with your data?</div>
    <div style="font-size:.82rem;color:#5a6180;margin-top:.2rem;">Docket deploys in 7–14 days. No engineering resources required.</div>
  </div>
  <a href="https://www.docket.io/request-for-demo" target="_blank"
     style="background:#5b6ef5;color:#fff;border:none;border-radius:7px;padding:.65rem 1.4rem;font-size:.88rem;font-weight:600;text-decoration:none;white-space:nowrap;">
    Book a Demo →
  </a>
</div>`

Why Docket & Methodology

The Problem: Value Erosion at the Form

Web forms are static capture tools built for a pre-conversational internet. They impose a friction tax at the most critical moment in the buyer journey — the first expression of intent. A 13% form start rate means that 87 out of 100 interested visitors leave without engaging. The result is compounding value erosion: lost leads, zero behavioral signal, and a pipeline built on noise.

The downstream problem is equally costly. When forms capture indiscriminately, AEs spend cycles on unqualified outreach — meetings that never had a path to close. The hidden cost isn’t just the missed pipeline; it’s the opportunity cost of every qualified conversation displaced by noise.

The Docket Advantage: Agent Qualified Leads (AQLs)

Docket shifts the paradigm from form-first to conversation-first. The AI Marketing Agent engages visitors at the moment of intent, qualifies contextually using your Sales Knowledge Lake™, and routes high-intent buyers to the right rep — all before a human is involved. The result: a 36% conversation start rate, consistent across all traffic tiers.

Every completed Docket conversation produces an Agent Qualified Lead (AQL) — a prospect that has demonstrated genuine intent through real dialogue, answered qualification questions, and been matched against ICP criteria. AQLs are not form fills; they are pre-qualified conversations with full CRM context attached.

The Economic Reality of Scale

The performance benchmarks are constant. The dollar impact is not. A 15% qualified pipeline lift on 2,000 monthly visitors produces a different absolute figure than the same lift on 80,000 visitors. Traffic is the multiplier; the lift percentage is the constant. High-traffic sites in the 50k+ band reach ROI scores of 4.5–5.0 because each percentage point of lift represents a proportionally larger absolute pipeline contribution — which is exactly what the Business Case tab quantifies.

Methodology — The Math Under the Hood

This simulator uses deterministic, band-based logic. No probabilistic models. Every metric derives from a defined traffic tier and business inputs you control.

Benchmark Data — All Traffic Bands

html`<table>
  <thead>
    <tr>
      <th>Band</th><th>Fit</th><th>ROI Score</th>
      <th>Legacy Start</th><th>Docket Start</th>
      <th>Meetings Lift</th><th>Conv. Lift</th>
      <th>Pipeline Lift</th><th>Unqualified Reduction</th>
    </tr>
  </thead>
  <tbody>
    ${bands.map(b => `
    <tr>
      <td><strong>${b.label}</strong></td>
      <td>${b.fit.toFixed(1)}</td>
      <td>${b.roi_lo.toFixed(1)}–${b.roi_hi.toFixed(1)}</td>
      <td>${b.legacy_start}%</td>
      <td style="color:#5b6ef5;font-weight:600;">${b.docket_start}%</td>
      <td>+${b.meet_lo}–${b.meet_hi}%</td>
      <td>+${b.conv_lo}–${b.conv_hi}%</td>
      <td style="color:#3ecf8e;">+${b.pipe_lift}%</td>
      <td style="color:#e05c5c;">−${b.unq_lo}–${b.unq_hi}%</td>
    </tr>`).join("")}
  </tbody>
</table>`

Calculation Assumptions

• Baseline meetings: visitors × 5% (legacy form starts) × 10% (form-to-meeting rate) — conservative B2B funnel benchmarks.
• Incremental meetings: Midpoint of each band’s meetings lift range applied to baseline.
• Pipeline impact: Incremental meetings × deal size × close rate. Gross contribution, not probability-weighted.
• Unqualified reduction: Midpoint of each band’s reduction range applied to baseline meetings.
• Payback calculation: $36,000 ÷ annual pipeline × 365 days. Uses gross pipeline, not expected revenue.

html`
<div style="background:linear-gradient(135deg,#141c38 0%,#0e1020 100%);border:1px solid #2a3260;border-radius:12px;padding:1.6rem 2rem;display:flex;align-items:center;justify-content:space-between;margin-top:2rem;flex-wrap:wrap;gap:1rem;">
  <div>
    <div style="font-size:1rem;color:#dde0ef;font-weight:600;">See it in action on your website.</div>
    <div style="font-size:.82rem;color:#5a6180;margin-top:.2rem;">Docket's Geo Audit tool analyzes your site in ~90 seconds — free.</div>
  </div>
  <a href="https://docket.io/resources/tools/geo-audit" target="_blank"
     style="background:#5b6ef5;color:#fff;border:none;border-radius:7px;padding:.65rem 1.4rem;font-size:.88rem;font-weight:600;text-decoration:none;white-space:nowrap;">
    Run Free Audit →
  </a>
</div>`