Business Case Development 101: Demystifying and Communicating Quantified Value

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For B2B organizations seeking to realize the profit-boosting impacts of value selling, no sales capability is more important than the construction of a compelling business case to buy. A strong business case is a natural outflow of a value conversation – one that aligns the buyer and seller on rationale, demystifies financial terms and logic, and centers sales conversations on economic value delivered. When executed successfully at scale, B2B teams are able to cultivate customer intimacy, accelerate sales velocity, and grow profitability.

In this webinar, Michael Paulson and John Dahlberg of Growth Sigma provide a framework for embedding strong business case development capabilities into your B2B revenue organization. During the session, participants will learn the elements of a compelling business case, best practices in constructing them in a collaborative, informative manner, and strategies for operationalizing value communication across the enterprise.

Michael Paulson

Michael Paulson is an experienced business executive with a strong track record of individual and team achievements with companies such as Siebel Systems, Oracle, and Salesforce. Over the past two decades, he has founded and led various value strategy and engineering organizations improving pipeline generation, accelerating deal cycles and increasing win rates. Michael specializes in optimizing revenue generation by streamlining pre-sales processes and empowering sales teams to sell effectively based on value. He has also consulted leading organizations such as Pfizer, Merck, Medtronic, Humana, Lockheed Martin, Dow Chemical, Northwell Health and GE Healthcare in developing digital transformation strategies to enhance customer experience and maximize business value. Michael earned his Bachelor of Science from Purdue University and completed his MBA from Kellogg (Northwestern University).

John Dahlberg

John Dahlberg is a versatile executive leader from the Human Capital industry and is passionate about helping companies increase the value of their most important asset – their people. He has worked with dozens of Global 2000 companies to drive transformational change at scale including Microsoft, General Motors, Fannie Mae, Federal Express, Coca Cola, The Royal Bank of Canada, Caterpillar, PricewaterhouseCoopers, SAIC, MD Anderson Cancer Center, and Los Alamos National Labs. As a founder of Growth Sigma, John helps companies accelerate enterprise value by adopting an integrated customer experience through elevating the human potential of their teams. John lives with his family in Virginia and is a passionate home chef, gardener, and constant learner.

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