The software project began with the help of an enthusiastic and knowledgeable sales team, with lots of case studies showing the same great results as the business change project would have. No one is lying. The software would deliver those results, if you did the business change project first. The sales team take it as read that the business has already done this, and from their point of view, perhaps it would be rude not to. After all, they don't know about the business. But from the buyer's point of view, it's not necessarily an obvious gap.