In a past life, I worked on the performance team at an enterprise software company. For some of our users, our main dashboard took almost a minute to load. Fixing this didn't generate any new sales or increase revenue (enterprise software like this is sold to CTOs, not employees, and the actual product quality rarely affects sales numbers). We had our PM work full time to come up with numbers supporting our argument that making the service fast decreases churn. It was a pointless exercise, but it got us the resources to help fix the problem.
The sad reality is that while there are many things whose value should be intuitively obvious, the folks in charge do not always have an appreciation for them without seeing hard numbers.