Woman showing CRM business case

In order to secure approval and a budget for a CRM, you need to create a business case. A CRM business case defines the return you expect on your CRM investment, and outlines how you will use your CRM to become more customer-centric. An added benefit of the business case is that it provides a visual roadmap of your proposed CRM implementation plan.

To build a CRM business case, you need to address critical questions, such as:

  • How will the CRM system improve customer communication?
  • What business processes work and which processes need to be re-engineered?
  • What are the essential resources you will need to drive a successful CRM implementation project?

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    When building a business case, you should include the following sections:


    This section provides background information on your organization’s current situation and should naturally set up the business case to introduce why a CRM is necessary. 

    Problem statement

    A short statement that describes the main problem you are trying to resolve by implementing a CRM. There are many problems that a CRM solves, but what is the highest-value problem that a CRM will solve for your business?

    Potential Solutions

    Discuss the solutions that could be used to resolve the problem statement. Implementing a CRM is just one solution, what other options are there. If you understand the other options and have an idea of why implementing a CRM is still the best solution, you will be better prepared to address leadership pushback. 

    The Actual Solution

    This is your chance to highlight why implementing a CRM is the best solution to address the problem at hand. You will want to cite any stats or facts you can to prove why this is the best solution and why it will be better than the other solutions you addressed above. 

    Strategic Goals

    Outline the strategic goals that the organization will be able to achieve if a CRM implementation is approved. If you can include specific numbers, especially numbers related to saving money or increasing revenue, you will have an easier time catching your leadership’s attention.

    Benefits You Will Receive Post Implementation

    You should also be able to list out the more intangible benefits of implementing a CRM system. You can hit on productivity, employee satisfaction, and other benefits that aren’t included in the main strategic goals. 

    Implementation plan

    You should outline for leadership the resources and timeline involved to implement a CRM. Check out this blog for tips on presenting an implementation plan to your leadership team

    Expected costs

    Finally, you will need to calculate all of the costs associated with a CRM implementation. Check out this blog for a step-by-step guide to make that calculation.


    Smartsheet provides some robust, free business case templates to help you construct the ideal CRM business case.

    Once you have successfully developed and presented your business case to your leadership team and the organization has agreed to move forward, you will need to develop a project charter plan to organize the project. 

    Is your organization ready to implement a new CRM?