Better Business Cases
It's Never the Money
Tom Williams · · 7 min read
Why every business case needs to include a change management plan. Budget is never the real objection. Risk is. Cover it and you win.
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No decision is the enemy.
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Frameworks, research, and practical guides for revenue leaders who want to fix the gap between great intentions and closed deals.
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Sales Methodology
Build vs. Buy: Own the Convo
Tom Williams · · 10 min read
The Build vs. Buy conversation is the perfect opportunity to stand out, build trust, and start proving you offer real value. Don't let it slip from your grasp.
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Podcast
Arm Your Buyer Champion to Win CFO Approval
Aaron Bean · · 30 min
Aaron Bean joins Casey Cheshire to unpack why buyer indecision, not competitor products, loses 61% of B2B deals, and how arming internal champions with CFO-credible business cases changes the math.
Listen now →Latest posts
Better Business Cases
Six things a finance team checks before a deal clears
A deal went quiet after everyone said yes. Before you pitch it again, run it against what the buyer's finance team checks.
September 8, 2026 · 2 min read
Better Business CasesThe deal was won. Then someone you never met unwound it.
Last year 49% of software buyers had an already-approved purchase vetoed by their CFO. Here's what that looks like from the seller's side, and what survives it.
September 5, 2026 · 3 min read
Better Business CasesIt's Never the Money
Why every business case needs to include a change management plan. Budget is never the real objection. Risk is. Cover it and you win.
June 29, 2026 · 7 min read
Sales MethodologyBuild vs. Buy: Own the Convo
The Build vs. Buy conversation is the perfect opportunity to stand out, build trust, and start proving you offer real value. Don't let it slip from your grasp.
May 27, 2026 · 10 min read
Better Business CasesYour pipeline looks healthy. That's the problem.
Most enterprise deals don't die in a meeting with the vendor, they die in a meeting without one. The KPI that predicts forecast reliability isn't in your CRM. It's business case attach rate.
May 14, 2026 · 5 min read
Better Business CasesCOI Is Better than ROI
Why Cost of Inaction beats Return on Investment as a prioritization tool for buyers and a selling strategy for reps.
April 23, 2026 · 8 min read
Better Business CasesYour Business Case Is Triggering the CFO's BS Detector. Here's How to Fix It.
The deal didn't die in your meeting. It died in the one you weren't invited to. Half of buyers who want your product won't fight for it internally, because the business case you handed them isn't worth the political risk to carry.
April 15, 2026 · 9 min read
Better Business CasesBest Practices for Financial Modeling in a Business Case
Context first, examples before equations, and a clean through-line from canary to impact with adoption curves and Conservative / Likely / Stretch scenarios.
April 14, 2026 · 7 min read
Best PracticesHappy Ears → Hard Signals: Govern Deals with a Canary
Replace opinions with an auditable Canary, govern with a short cadence, and prove value on a steady frame so decisions move fast.
April 2, 2026 · 7 min read
The book
Slightly More Efficient Selling / Slightly More Efficient Buying
How buyers and sellers should collaborate to fix urgent and important problems
The framework behind Supercase, written as two books in one. The selling half and the buying half meet in the middle, where the real decisions happen. If you want to understand why every problem has exactly three options and how to present them, start here.
Is your business case CFO-grade or BS-grade?
Take the free 2-minute assessment and see where your team stands.
Take the Diagnostic →Watch & Listen
Videos & Podcasts
Demos, deep-dives, and conversations on building business cases that survive CFO scrutiny.
Video
5 min
Product Demo
Supercase in 5 Minutes
A five-minute walkthrough of the Supercase method: find and fix a real problem, collaborate with buyers, arm your champion, every rep, every deal.
5 minTom Williams
Podcast
30 min
Champion Enablement
Arm Your Buyer Champion to Win CFO Approval
Aaron Bean joins Casey Cheshire to unpack why buyer indecision, not competitor products, loses 61% of B2B deals, and how arming internal champions with CFO-credible business cases changes the math.
30 minCasey Cheshirew/ Aaron BeanConnect to Market
Video
1:30
Product Demo
Supercase in 90 Seconds
Watch a Supercase built live, from a prospect's domain to a CFO-grade business case in under two minutes.
1:30Tom Williams