Developing A Business Case For Marketing Technology

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.