A myriad of benefits can be identified from proposals to improve businesses. Better customer loyalty, reduced costs, better service, more customer revenues are all quantifiable business 'benefits'. Identifying the financial impact of these is critical to businesses in order to justify investment spend proposals.
Too easy to bullshit on this topic. 'Buy our product - it's great, it's better than the rest. OK - but try quantifying this in terms of hard currency. It's only the quantifiable benefits not the technical features that truly count when investment is being determined. Cut the crap and stick to real business.