[GTM glossary](/glossary.txt) Business case Sales # Business case In short A business case is a structured argument that explains why a company should make a particular investment. In B2B sales it lays out the problem, the proposed solution, expected costs and benefits, and the risks. Buyers use it to win internal approval. Reps help build it, often together with a champion, because the person who wants the product usually has to convince a finance leader or committee. ## What a business case contains ### Problem and impact Describe the current situation and what it costs in time, money, or missed revenue. ### Proposed solution Explain what will change and who will use it. Keep it specific to the buyer. ### Costs and benefits List total cost including licenses, setup, and training, against expected gains. Use the buyer own numbers where possible. ### Risks and alternatives Cover implementation risks, other options, and the cost of doing nothing. ### Timeline and success measures State when value should appear and how it will be measured. --- ## How to build one with a buyer * **Get their numbers:** Ask for team size, current costs, and goals in discovery. * **Use simple math:** A transparent formula is more believable than a complex model. * **Show assumptions:** Let the buyer change them. * **Write for the approver:** Finance wants payback and risk. Leaders want strategy. --- ## Example Say a team of ten reps each spends five hours a week researching accounts by hand. If the buyer values an hour at a stated rate, the weekly cost is easy to calculate. The case then compares that with the cost of the new tool. The numbers belong to the buyer, so the argument is theirs, not just the vendor. --- ## Common mistakes * **Vendor numbers:** Claims the buyer cannot verify get ignored. * **Only benefits:** Leaving out costs and risks hurts credibility. * **Too long:** Approvers want a short, clear summary. * **Skipping the champion:** They know the internal process and objections. --- ## Business case FAQs **What is a business case in sales?** A business case is a document that explains why a buyer should invest in a solution. It covers the problem, proposed solution, costs, expected benefits, risks, and timeline, so internal approvers can decide with confidence. **How do you write a business case for a B2B purchase?** Start with the problem and its cost, describe the solution, compare total cost with expected benefits using the buyer own numbers, add risks and alternatives, and finish with a timeline and success measures. Keep it brief for approvers. **What is the difference between a business case and a proposal?** A proposal is the vendor offer with scope, price, and terms. A business case is the buyer internal argument for why the purchase is worth it. Reps often help the champion write the business case to support the proposal. **Who writes the business case in a sales deal?** Usually the buyer, often the champion, writes it with help from the seller. The rep supplies templates, examples, and data, while the buyer provides internal numbers and knows what the approvers need to see. Share term --- ## More related phrases * [Total cost of ownership](/glossary/total-cost-of-ownership.txt) * [Champion letter](/glossary/champion-letter.txt) * [Buyer enablement](/glossary/buyer-enablement.txt) ## Similar phrases * [ROI calculator](/glossary/roi-calculator.txt) An ROI calculator is a sales tool that estimates the financial return a buyer could get from a product by comparing expected benefits with total cost. * [Request for proposal (RFP)](/glossary/request-for-proposal.txt) A request for proposal (RFP) is a formal document buyers send to vendors, asking for a detailed, priced solution against stated requirements and criteria. * [Champion](/glossary/champion.txt) A champion is a person inside a buyer's company who supports your solution, sells it internally, and helps you move the deal forward. * [Buying criteria](/glossary/buying-criteria.txt) Buying criteria are the factors a buyer uses to compare vendors and decide, such as price, features, risk, integrations, and support. * [Economic buyer](/glossary/economic-buyer.txt) An economic buyer is the person with final authority over budget for a purchase, who can approve spending and overrule other stakeholders on a deal.