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Dictionary by pitch.dog
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.
When the words have to travel

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Sources & evidence · 4

Supporting source families. This entry is an editorial synthesis rather than a quotation from one canonical glossary.