Best Practice Report

Developing A Business Case For Marketing Technology

June 1st, 2021
With contributor:
Fernando Pena


Proposals for major investments of budget and resources in marketing technology must be built on a business case. The business case should describe why the technology investment is needed, the projected positive outcomes, and required resources. An executive team or steering committee typically reviews business cases and approves proposals before vendors are selected and resources allocated. In this report, we provide an overview of the components of a business case for marketing technology investments as well as a template that facilitates creation of the final document.

Want to read the full report?

Contact us to become a client

This report is available for individual purchase ($1495).

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.