Best Practice Report

Building The Business Case For Sales Technology

May 31st, 2018


Purchasing technology is a crucial ongoing task for building and maintaining an effective sales function. It requires building a solid business case that defines the drivers and benefits of the proposed investment. Sales technology investment proposals are always evaluated among competing investments; while decision-makers understand that new technology is necessary to deliver new capabilities and efficiencies, when the anticipated cost is high, they tend to minimize risk, avoid change, and prioritize additional programs or staff rather than infrastructure. In this report, we provide an overview of the components of a business case for investment in sales technology.

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Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.