Gartner Research

How to Create a Winning Business Case for a CRM Project

Published: 21 March 2019

ID: G00382945

Analyst(s): Ed Thompson , Ilona Hansen , Guneet Bharaj


Business cases to justify investment in CRM applications must be comprehensive and value-centric. Application leaders supporting CRM should use the structured process outlined in this research to build a business case for CRM in order to gain executive support and guide key stakeholders.

Table Of Contents
  • Key Challenges



  • 1. Identify Business Challenges and Analyze the Interests of Key Decision Makers
  • 2. Identify Your CRM Project Vision, Technology Strategy and Project Stakeholders
  • 3. Select CRM Business Metrics to Support Your CRM Strategy
  • 4. Demonstrate the Impact of CRM Business Metrics on Tangible Financial Value and Intangible Business Value
  • 5. Model the Total Cost of Ownership
  • 6. Calculate the ROI
  • 7. Present a High-Level Plan for CRM Project Implementation
  • Appendix
    • Business Case Executive Summary

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