Sales process & qualification · Core
Business case
Also called: investment case, customer business case
ELI5
An evidence-based argument that a proposed purchase or change is worth its costs and risks.
Used in conversation
“Do not move the opportunity until business case is confirmed.”
Pitch context
You will see “Business case” in go-to-market plans, sales forecasts, account reviews and commercial proposals when the discussion reaches sales process & qualification.
Why it matters: It helps a reader interpret sales process & qualification without confusing the measure, decision, role or evidence being discussed.
Connected terms
- Investment caseThe search label “investment case” can route to both entries.
Sources & evidence · 4
Supporting source families. This entry is an editorial synthesis rather than a quotation from one canonical glossary.
- U.S. Small Business Administration — Write your business planSupporting source family · primary · checked 2026-08-16
- Y Combinator — YC Startup Library — fundraising and pitching resourcesSupporting source family · practitioner · checked 2026-08-16
- U.S. Securities and Exchange Commission — Small Business Capital Formation GlossarySupporting source family · primary · checked 2026-08-16
- IFRS Foundation — IFRS GlossarySupporting source family · primary · checked 2026-08-16