Why do companies invest in CRM, sales performance management software, business intelligence, and every other component of the customer-facing technology stack? The obvious response is ROI. CRM paid back $8.71 for every dollar invested in it, Nucleus Research reported way back in 2014. Business analytics applications were delivering $13.01 in value for every buck spent on them. Rewards for users of CPQ, sales enablement and sales coaching technologies included increased deal sizes, productivity gains and close rates.