Datorama licence cost after the acquisition

Datorama was an independent marketing analytics company until Salesforce bought it, and the product is still the one many analysts have in mind when they search the old name. The rebrand record says what became of it: "Datorama, part of the suite of tools that formed CRM Analytics, became Marketing Cloud Intelligence and its reporting tool, Datorama Reports for Marketing Cloud, became Intelligence Reports for Engagement." For licensing purposes there are now three names to keep apart, and the pricing page is clearer than the history.

Marketing Cloud Intelligence, abbreviated MCI, is what Datorama became. Marketing Intelligence, abbreviated MI, is the newer product that Salesforce describes as its next-generation analytics solution for marketers, built natively on the Salesforce platform. Marketing Cloud Intelligence+ is the bridge edition that includes MI and keeps MCI. Which of them you hold, or should hold, decides what you pay.

#The published prices

Salesforce lists the current line on its Marketing Cloud Intelligence pricing page, which we read on 13 October 2026. The figures below are in the currencies the page shows, billed annually, and the annual totals are my multiplication.

Two points stand out. The unit is the org, not the user, so the cost does not grow as you add analysts or stakeholders who look at a dashboard. And the page does not show a price for the original Marketing Cloud Intelligence edition on its own. If your contract is still on that edition, the figure that matters is the one in your order form.

Premier Support is stated to be included in every edition. Salesforce's other products charge for support as a share of the licence, so an included Premier plan is a real saving to put in any comparison with a competing analytics tool.

#What sits outside the headline

The headline price is not the whole bill, and the pricing page says as much. Its FAQ answers whether there are upfront costs or additional fees: while Marketing Intelligence and the plus edition include core capabilities, some features, such as Data 360 or additional Tableau licences, may require separate purchases, and you may need to buy usage credits for particular use cases.

Three items are worth pricing before you commit.

Data 360. Marketing Intelligence runs on Data 360 and ingests your data into a marketing semantic model through prebuilt connectors. The page describes a no-cost Salesforce enablement that provides access to Data 360 and some initial usage credits, and says you may need to buy more depending on your use case. The credits are the line to model: the number of sources, the volume of rows and the refresh frequency all feed consumption.

Tableau. MI uses Tableau Next visualisations, and the FAQ notes that additional Tableau licences may be a separate purchase. If you have analysts who build in Tableau today, count them.

Platform access. MI runs on the Salesforce platform. The page says that if you do not already use a core product such as Sales or Service Cloud, you need the Cross-Product Admin licence to give platform access. A pure marketing team on a standalone Datorama contract could meet this cost for the first time.

#Why the pricing model matters

Whatever your old contract measured, the current model has a simple shape. A flat org price is easy to budget and easy to compare. It is also a large number to commit to for a team whose use is modest, because the price does not fall when usage does.

The honest test is a cost per active marketer or per decision. Divide the annual list price by the number of people who open a dashboard weekly. If the result looks high, the question is not whether the product is good but whether the licence is sized for the way you use it. Ask Salesforce whether there is a smaller entitlement, and note that the page lists none.

#MCI, MI and MCI+: the renewal choice

The practical decision for an existing customer is which of three paths to take at renewal.

Stay on Marketing Cloud Intelligence. The page is explicit about the safety of this route: "No, there are no End-of-Life (EOL), End-of-Sale (EOS), or End-of-Roadmap (EOR) plans for Marketing Cloud Intelligence." Nothing forces a move this year. If MCI does what you need, renewing it is a legitimate choice, and the contract price is a matter for your account team since the page does not list the original edition.

Move to Marketing Cloud Intelligence+. The plus edition lists above MI by US$1,000 a month and includes MI, so you carry both. Salesforce describes it as giving you advanced capabilities through MI, such as agentic optimisation of campaign performance and a native experience with shared login and embedded Tableau dashboards, while keeping MCI for the use cases that depend on it. It suits a team mid-transition.

Move to Marketing Intelligence. This is the cheapest listed route, at US$10,000 a month, but it is a different product with a different data model, and it means rebuilding reports rather than renewing them. The licence saving has to be set against the project cost, which is covered separately.

Each path has a licence consequence you can price and a project consequence you cannot yet. Ask Salesforce what credit, if any, applies when moving from an existing MCI contract.

#What the other Salesforce analytics products do and do not cover

A recurring error in budget reviews is treating one analytics product as covering another. Tableau, CRM Analytics and Marketing Cloud Intelligence are separate contracts. A Tableau seat is not an Intelligence licence, and an Intelligence licence is not a Tableau seat. The overview page lists Intelligence+ at US$11,000 among the marketing add-ons, which tells you it is bought as a marketing product, not inherited from an analytics platform you already hold.

If your finance team proposes cancelling Intelligence because Tableau is already paid for, test that against what the dashboards actually do. The marketing connectors, the attribution models and the cross-channel data model are what you are paying for, and Tableau does not replace them without a build.

#A three-year view

Because the price is flat, a multi-year comparison is simple arithmetic, and it is worth doing before the renewal meeting. Over three years at list, Marketing Intelligence costs US$360,000, or AU$504,000, and Marketing Cloud Intelligence+ costs US$396,000, or AU$554,400. The plus edition therefore carries a premium of US$36,000 over three years for keeping the original product alongside the new one. Whether that is worth paying depends on how long the overlap lasts. If you expect to be fully on Marketing Intelligence within a year, the plus edition is an expensive way to hold two products for twelve months and then drop one.

Cost per user of the output is a useful sanity check too. If twenty-five people open a dashboard each week, the annual list price of Marketing Intelligence works out at US$4,800 a head. If two hundred people do, it is US$600. The product has not changed, only the denominator, which is why the licence conversation should start with usage evidence rather than with the price.

#Reading an older Datorama contract

Contracts signed before the rename often use the old product names, and the order form may describe the reporting module under its former title. The names changed, and the entitlements are whatever your order lists. When you receive a renewal, ask for a line-by-line mapping from each item on the old contract to a current product name, and ask which of those items continue under the current edition and which are retired or folded in. Do not assume that a feature you rely on carries over unless the mapping says so.

#Contract and renewal mechanics

Because the price is an org-level subscription billed annually, the contract terms carry most of the risk.

Ask for the renewal uplift cap, the term options, and whether a multi-year commitment fixes the price. Ask what the usage credits cover, how they are drawn down, and what a top-up costs relative to a bigger bundle. Ask whether the Cross-Product Admin licence is needed in your org and what it costs. And ask whether a move from MCI to MI or the plus edition mid-term is credited against the unused portion.

Also confirm the date. Salesforce's pricing pages carry a note that they are provided for information purposes only and subject to change, so a number that was true in October may not be the number in a quote you receive in January.

#Right-sizing before you renew

Right-sizing an org-priced analytics licence is about connectors, credits and users of the output. List the data sources you ingest today and which of them feed a report someone actually uses. Pull usage for the last quarter: which dashboards were opened, by whom, how often. Count the paid media platforms connected against the number that matter to budget decisions.

If you find that half the sources feed no live report, the saving may not be on the licence price at all, but on the credits consumed to refresh them. If you find that three people use the product daily and forty see a weekly email, ask whether the recipients could receive an export and leave the platform to the three.

#Questions for the renewal meeting

Arrive with a short list. Which edition does the quote assume, and what would the neighbouring edition add? Which usage credits are included, and what does a top-up cost? Is the Cross-Product Admin licence needed in my org? What is the renewal uplift cap? If I move from my current edition mid-term, is the unused portion credited? And can every answer be written into the order form, so that it outlasts the current account executive?

#Comparing offers

Compare Marketing Intelligence, Marketing Cloud Intelligence+ and a renewal of your current edition in a single table. Use the same columns for each: annual price, included support, credits included, what is extra, term, and uplift. Where a cell is unknown, write "to confirm" and ask.

Be wary of comparisons with other vendors on headline price alone. A cheaper tool that charges per connector, per seat and for professional services can outweigh a flat org price, and a dearer flat price can be the better value if your use is heavy. Ask each vendor to price your actual sources and users.

#Where the other questions sit

The licence is one cost. The work to rebuild reports or move workspaces is a different one and lives in the Datorama implementation cost guide. The acquisition story is in what happened to Datorama. How the workspace connects to other systems is in integrating Datorama with Salesforce, whether to move is in should I migrate from Datorama, and the delivery view is on the Datorama implementation page.