Unless you are a North Korean dictator,
you cannot force customers to buy your products.

In fact, you actually can't force your customers to do ANYTHING.

Customers are free agents.

They can decide if they click your ad.

They can decide if they book a call.

They can decide if they purchase your product.

Which means...

(wait for it)

...you can't guarantee that your software will increase revenue.

And to take it a step further...

You can't even promise that your software will lead to ANY customer actions.

You can't promise higher conversion rates.
You can't promise more sales calls booked.
You can't promise more renewals.

Why?

See point 1 above about most software companies not operating in dictatorships, and customers being free agents.

And YET!

B2B marketers do this literally every day.

"Our product will increase your revenue."

"Our product will lead to higher conversion rates."

"Our product will lead to higher webinar attendance rates."

But this is a fundamental misunderstanding about what software can (and cannot do).

It CAN promise things that are 100% in a company's control.

→ "our product will help you create content."
→ "our product will help you run webinars"
→ "our product will help you build webites."

But it can't promise customer outcomes.