How to build a business case

<!DOCTYPE html> <html lang="en"> <head> <link rel="dns-prefetch" href="https://fonts.googleapis.com"> <link rel="preload" as="style" rel="stylesheet" type="text/css" href="https://www.productmarketingalliance.com/assets/built/screen.css?v=40a0ffb3ca" /> <meta charset="utf-8" /> <meta http-equiv="X-UA-Compatible" content="IE=edge" /> <title>How to build a business case</title> <meta name="HandheldFriendly" content="True" /> <meta name="viewport" content="width=device-width, initial-scale=1.0" /> <link rel="stylesheet" type="text/css" href="https://www.productmarketingalliance.com/assets/built/screen.css?v=40a0ffb3ca" /> <script async src="https://pagead2.googlesyndication.com/pagead/js/adsbygoogle.js?client=ca-pub-6053654572517474" crossorigin="anonymous"></script> <meta name="author" content="Lawrence Chapman"> <script type="text/javascript"> (function(c,l,a,r,i,t,y){ c[a]=c[a]||function(){(c[a].q=c[a].q||[]).push(arguments)}; t=l.createElement(r);t.async=1;t.src="https://www.clarity.ms/tag/"+i; y=l.getElementsByTagName(r)[0];y.parentNode.insertBefore(t,y); })(window, document, "clarity", "script", "lk29e8rrru"); </script> <script> window.inArticleAdList; window.inArticleAdListDisabled; window.topNav; window.showGetCertCta; window.showLeaderCta; window.isTOCenabled; window.userIdSegment = localStorage.getItem("user_id"); </script> <script> var ghosthunter_key = 'b1d2e55946ba49e939e2eba782'; window.isHiddenUpgradeVisible = false; </script> <script type="text/javascript"> function getParameterByName(name, url) { if (!url) url = window.location.href; name = name.replace(/[\[\]]/g, "\\$&"); var regex = new RegExp("[?&]" + name + "(=([^&#]*)|&|#|$)"), results = regex.exec(url); if (!results) return null; if (!results[2]) return ''; return decodeURIComponent(results[2].replace(/\+/g, " ")); } var action = getParameterByName('action'); if (action == 'signin') { window.location = '/account'; } if (window.location && window.location.search && window.location.search.includes('stripe=success')) { window.location = '/activate'; } </script> <script> var checkUserId = function({ payload, next, integrations }) { var user_id = payload.obj.userId; if(user_id && (user_id.length === 8 || user_id.length !== 36)) { console.log('teacahble user_id still set, clearing'); window.localStorage.removeItem('apc_user_id'); analytics.reset(); analytics.user().anonymousId(payload.obj.anonymousId); delete payload.obj.userId; delete payload.obj.traits; console.log('payload after clearing', payload.obj); } next(payload); }; !function(){var analytics=window.analytics=window.analytics||[];if(!analytics.initialize)if(analytics.invoked)window.console&&console.error&&console.error("Segment snippet included twice.");else{analytics.invoked=!0;analytics.methods=["trackSubmit","trackClick","trackLink","trackForm","pageview","identify","reset","group","track","ready","alias","debug","page","once","off","on","addSourceMiddleware","addIntegrationMiddleware","setAnonymousId","addDestinationMiddleware"];analytics.factory=function(e){return function(){var t=Array.prototype.slice.call(arguments);t.unshift(e);analytics.push(t);return analytics}};for(var e=0;e<analytics.methods.length;e++){var key=analytics.methods[e];analytics[key]=analytics.factory(key)}analytics.load=function(key,e){var t=document.createElement("script");t.type="text/javascript";t.async=!0;t.src="https://cdn.segment.com/analytics.js/v1/" + key + "/analytics.min.js";var n=document.getElementsByTagName("script")[0];n.parentNode.insertBefore(t,n);analytics._loadOptions=e};analytics._writeKey="1QXU1EtjKmvXZV6lD6rIThALqc6Cv3xb";analytics.SNIPPET_VERSION="4.13.2"; const tags = []; const authors = []; let primary_tag; let primary_author; primary_author = "Lawrence Chapman"; primary_tag = "Customer & Market Research"; authors.push("Lawrence Chapman") tags.push("Customer & Market Research") tags.push("Articles") analytics.addSourceMiddleware(checkUserId); analytics.load('1QXU1EtjKmvXZV6lD6rIThALqc6Cv3xb', { user: { persist: true, cookie: { key: 'ajs_alliance_user_id' }, localStorage: { key: 'ajs_alliance_user_traits' } } }); analytics.page({ properties: { primary_tag: primary_tag, primary_author: primary_author, authors: authors, tags: tags } }); }}(); </script> <script async src="https://securepubads.g.doubleclick.net/tag/js/gpt.js"></script> <meta name="description" content="Building a business case is an essential part of convincing stakeholders to invest in your idea. Here’s all you need to set the wheels in motion."> <link rel="icon" href="https://www.productmarketingalliance.com/content/images/size/w256h256/2024/08/android-chrome-512x512-1.png" type="image/png"> <link rel="canonical" href="https://www.productmarketingalliance.com/how-to-create-business-case-messaging/"> <meta name="referrer" content="no-referrer-when-downgrade"> <meta property="og:site_name" content="Product Marketing Alliance"> <meta property="og:type" content="article"> <meta property="og:title" content="How to build a business case"> <meta property="og:description" content="In this article, we’ll be sharing our tips on how to confidently build a business case that gets heard."> <meta property="og:url" content="https://www.productmarketingalliance.com/how-to-create-business-case-messaging/"> <meta property="og:image" content="https://www.productmarketingalliance.com/content/images/size/w1200/2020/09/PMA_Framework_Graphics_8.jpg"> <meta property="article:published_time" content="2022-04-08T09:30:00.000Z"> <meta property="article:modified_time" content="2024-08-24T07:56:17.000Z"> <meta property="article:tag" content="Customer &amp; Market Research"> <meta property="article:tag" content="Articles"> <meta property="article:publisher" content="https://www.facebook.com/productmarketingalliance/"> <meta name="twitter:card" content="summary_large_image"> <meta name="twitter:title" content="How to build a business case"> <meta name="twitter:description" content="In this article, we’ll be sharing our tips on how to confidently build a business case that gets heard."> <meta name="twitter:url" content="https://www.productmarketingalliance.com/how-to-create-business-case-messaging/"> <meta name="twitter:image" content="https://www.productmarketingalliance.com/content/images/size/w1200/2020/09/PMA_Framework_Graphics_8.jpg"> <meta name="twitter:label1" content="Written by"> <meta name="twitter:data1" content="Lawrence Chapman"> <meta name="twitter:label2" content="Filed under"> <meta name="twitter:data2" content="Customer & Market Research, Articles"> <meta name="twitter:site" content="@PMMalliance"> <meta property="og:image:width" content="1200"> <meta property="og:image:height" content="630"> <script type="application/ld+json"> { "@context": "https://schema.org", "@type": "Article", "publisher": { "@type": "Organization", "name": "Product Marketing Alliance", "url": "https://www.productmarketingalliance.com/", "logo": { "@type": "ImageObject", "url": "https://www.productmarketingalliance.com/content/images/2024/08/PMA-FULL-LOGO-PRIMARY--ON-WHITE--1.png" } }, "author": { "@type": "Person", "name": "Lawrence Chapman", "image": { "@type": "ImageObject", "url": "https://www.productmarketingalliance.com/content/images/2020/04/lawrence.png", "width": 512, "height": 512 }, "url": "https://www.productmarketingalliance.com/author/lawrence/", "sameAs": [] }, "headline": "How to build a business case", "url": "https://www.productmarketingalliance.com/how-to-create-business-case-messaging/", "datePublished": "2022-04-08T09:30:00.000Z", "dateModified": "2024-08-24T07:56:17.000Z", "image": { "@type": "ImageObject", "url": "https://www.productmarketingalliance.com/content/images/size/w1200/2020/09/PMA_Framework_Graphics_8.jpg", "width": 1200, "height": 630 }, "keywords": "Customer & Market Research, Articles", "description": "In this article, we’ll be sharing our tips on how to confidently build a business case that gets heard.", "mainEntityOfPage": "https://www.productmarketingalliance.com/how-to-create-business-case-messaging/" } </script> <meta name="generator" content="Ghost 5.101"> <link rel="alternate" type="application/rss+xml" title="Product Marketing Alliance" href="https://www.productmarketingalliance.com/rss/"> <script defer src="https://cdn.jsdelivr.net/ghost/portal@~2.46/umd/portal.min.js" data-i18n="true" data-ghost="https://www.productmarketingalliance.com/" data-key="037ff1b85788b54823bfa76dff" data-api="https://product-marketing-alliance.ghost.io/ghost/api/content/" data-locale="en" crossorigin="anonymous"></script><style id="gh-members-styles">.gh-post-upgrade-cta-content, .gh-post-upgrade-cta { display: flex; flex-direction: column; align-items: center; font-family: -apple-system, BlinkMacSystemFont, 'Segoe UI', Roboto, Oxygen, Ubuntu, Cantarell, 'Open Sans', 'Helvetica Neue', sans-serif; text-align: center; width: 100%; color: #ffffff; font-size: 16px; } .gh-post-upgrade-cta-content { border-radius: 8px; padding: 40px 4vw; } .gh-post-upgrade-cta h2 { color: #ffffff; font-size: 28px; letter-spacing: -0.2px; margin: 0; padding: 0; } .gh-post-upgrade-cta p { margin: 20px 0 0; padding: 0; } .gh-post-upgrade-cta small { font-size: 16px; letter-spacing: -0.2px; } .gh-post-upgrade-cta a { color: #ffffff; cursor: pointer; font-weight: 500; box-shadow: none; text-decoration: underline; } .gh-post-upgrade-cta a:hover { color: #ffffff; opacity: 0.8; box-shadow: none; text-decoration: underline; } .gh-post-upgrade-cta a.gh-btn { display: block; background: #ffffff; text-decoration: none; margin: 28px 0 0; padding: 8px 18px; border-radius: 4px; font-size: 16px; font-weight: 600; } .gh-post-upgrade-cta a.gh-btn:hover { opacity: 0.92; }</style><script async src="https://js.stripe.com/v3/"></script> <script defer src="https://cdn.jsdelivr.net/ghost/sodo-search@~1.5/umd/sodo-search.min.js" data-key="037ff1b85788b54823bfa76dff" data-styles="https://cdn.jsdelivr.net/ghost/sodo-search@~1.5/umd/main.css" data-sodo-search="https://product-marketing-alliance.ghost.io/" data-locale="en" crossorigin="anonymous"></script> <link href="https://www.productmarketingalliance.com/webmentions/receive/" rel="webmention"> <script defer src="/public/cards.min.js?v=40a0ffb3ca"></script> <link rel="stylesheet" type="text/css" href="/public/cards.min.css?v=40a0ffb3ca"> <script defer src="/public/comment-counts.min.js?v=40a0ffb3ca" data-ghost-comments-counts-api="https://www.productmarketingalliance.com/members/api/comments/counts/"></script> <script defer src="/public/member-attribution.min.js?v=40a0ffb3ca"></script><style>:root {--ghost-accent-color: #fe5d4c;}</style> <script> const community = "pma"; </script>  <script type="text/javascript"> var _iub = _iub || []; _iub.csConfiguration = {"askConsentAtCookiePolicyUpdate":true,"cookiePolicyInOtherWindow":true,"countryDetection":true,"enableFadp":true,"enableLgpd":true,"enableTcf":true,"floatingPreferencesButtonDisplay":"anchored-center-left","floatingPreferencesButtonZIndex":10,"gdprAppliesGlobally":false,"googleAdditionalConsentMode":true,"lang":"en","lgpdAppliesGlobally":false,"perPurposeConsent":true,"siteId":1712381,"tcfPurposes":{"2":"li_only","7":"li_only","8":"li_only","9":"li_only","10":"li_only","11":"li_only"},"cookiePolicyId":24731467,"i18n":{"en":{"banner":{"title":"The Alliance privacy & cookie controls","dynamic":{"body":"We use cookies to give you the best experience on our website. By continuing to browse, you agree to our cookie policy"}}}}, "banner":{ "acceptButtonColor":"#367AFF","acceptButtonDisplay":true,"backgroundColor":"#09100F","brandBackgroundColor":"#09100F","closeButtonRejects":true,"customizeButtonCaptionColor":"#F9F8F5","customizeButtonColor":"#292626","customizeButtonDisplay":true,"explicitWithdrawal":true,"fontSizeBody":"10px","fontSizeCloseButton":"24px","listPurposes":true,"logo":"https://pma-assets-external.ams3.cdn.digitaloceanspaces.com/alliance-website/ALLIANCE%20FULL%20-%20Secondary_small.svg","linksColor":"#F9F8F5","ownerName":"The Alliance","position":"float-bottom-center","prependOnBody":true,"rejectButtonCaptionColor":"#F9F8F5","rejectButtonColor":"#292626","rejectButtonDisplay":true,"showPurposesToggles":true,"showTotalNumberOfProviders":true,"textColor":"#F9F8F5","acceptButtonCaption":"Accept all","rejectButtonCaption":"Reject" }}; </script> <script type="text/javascript" src="https://cs.iubenda.com/autoblocking/1712381.js"></script> <script type="text/javascript" src="//cdn.iubenda.com/cs/tcf/stub-v2.js"></script> <script type="text/javascript" src="//cdn.iubenda.com/cs/tcf/safe-tcf-v2.js"></script> <script type="text/javascript" src="//cdn.iubenda.com/cs/iubenda_cs.js" charset="UTF-8" async></script>   <script type="text/javascript" id="hs-script-loader" async defer src="//js-eu1.hs-scripts.com/139496063.js"></script>   <script async src="https://www.googletagmanager.com/gtag/js?id=G-KVYRMDNSEY"></script> <script> window.dataLayer = window.dataLayer || []; function gtag(){dataLayer.push(arguments);} gtag('js', new Date()); gtag('config', 'G-KVYRMDNSEY'); </script> <script> window.inArticleAdList = [ { img: 'https://pma-assets-external.ams3.cdn.digitaloceanspaces.com/Paid-Media/Adblocker-Static-Ads/PMA/Certifications/certified-desk-bottom.png', url: 'https://learning.productmarketingalliance.com/' }, { img: 'https://pma-assets-external.ams3.cdn.digitaloceanspaces.com/Paid-Media/Adblocker-Static-Ads/PMA/Membership/members-desk-bottom.png', url: 'https://www.productmarketingalliance.com/pro-plus-membership/' } ]; </script> <script async src="https://pagead2.googlesyndication.com/pagead/js/adsbygoogle.js?client=ca-pub-7018118491712057" crossorigin="anonymous"></script> <script> window.postAdsList = [ { image: 'https://pma-assets-external.ams3.cdn.digitaloceanspaces.com/Paid-Media/Adblocker-Static-Ads/PMA/Membership/members-desk-top.png', mobile_image: 'https://pma-assets-external.ams3.cdn.digitaloceanspaces.com/Paid-Media/Adblocker-Static-Ads/PMA/Membership/members-mob-top.png', image_url: 'https://www.productmarketingalliance.com/pro-plus-membership/', name: 'CS: pre- vs post-launch', date: '', location: '', display_location_by: 'article', display_location_mode: 'global', tag: '', display_location_screen: 'top', type: 'Virtual courses', description: '', buttonText: '', url: ' ', status: 'active' }, { image: 'https://pma-assets-external.ams3.cdn.digitaloceanspaces.com/Paid-Media/Adblocker-Static-Ads/PMA/Membership/members-desk-side.png', mobile_image: 'https://pma-assets-external.ams3.cdn.digitaloceanspaces.com/Paid-Media/inhouse-certification-ads/side.png', image_url: 'https://www.productmarketingalliance.com/pro-plus-membership/', name: 'CS: pre- vs post-launch', date: '', location: '', display_location_by: 'article', display_location_mode: 'global', tag: 'Metrics and OKRs', display_location_screen: 'right', type: 'Virtual courses', description: '', buttonText: '', url: '', status: 'active' }, { image: 'https://pma-assets-external.ams3.cdn.digitaloceanspaces.com/Paid-Media/Adblocker-Static-Ads/PMA/Membership/members-desk-bottom.png', mobile_image: 'https://pma-assets-external.ams3.cdn.digitaloceanspaces.com/Paid-Media/Adblocker-Static-Ads/PMA/Membership/members-desk-side.png', image_url: 'https://www.productmarketingalliance.com/pro-plus-membership/', name: 'CS: pre- vs post-launch', date: '', location: '', display_location_by: 'article', display_location_mode: 'global', tag: '', display_location_screen: 'bottom', type: 'Virtual courses', description: '', buttonText: '', url: ' ', status: 'active' } ]; </script> <script> window.execPlusStripeIdList = [ 'price_1MqdS5J9KRHkVzc0L1dVno5M', 'price_1N0hYTJ9KRHkVzc0Gl6n6jAX', 'price_1MqdS6J9KRHkVzc0dODMh7Z6', 'price_1MyzLhJ9KRHkVzc0L7O66JZo', 'price_1N18PjJ9KRHkVzc0TkHVyL8i', 'price_1OgWz1J9KRHkVzc05Dyl9k89', 'price_1P429tJ9KRHkVzc0IRVaQAB0', 'price_1OZsb4J9KRHkVzc0hm4cxoTt' ]; window.proPlusStripeIdList = [ 'price_1MoieIJ9KRHkVzc0ZpQKQpNU', 'price_1MoieHJ9KRHkVzc0UZ9N7Buy', 'price_1N0RmIJ9KRHkVzc0qlnofGqm', 'price_1MyzItJ9KRHkVzc0gYoxXrBu', 'price_1N18QrJ9KRHkVzc067wqjkXm', 'price_1N18P2J9KRHkVzc00ae1M2Ds', 'price_1Nf5qlJ9KRHkVzc0rtyZGmiG', 'price_1MoieIJ9KRHkVzc0ZpQKQpNU', 'price_1Nfgg3J9KRHkVzc0rYJASZk4', 'price_1NfgfbJ9KRHkVzc00gRz85yn', 'price_1Nixk1J9KRHkVzc0Nsw4sujW', 'price_1Nig2LJ9KRHkVzc07q61PWUJ', 'price_1NhbqjJ9KRHkVzc0chiQ6KZt', 'price_1N18QrJ9KRHkVzc067wqjkXm', 'price_1N18P2J9KRHkVzc00ae1M2Ds', 'price_1MoieIJ9KRHkVzc0ZpQKQpNU', 'price_1Nfgg3J9KRHkVzc0rYJASZk4', 'price_1NfgfbJ9KRHkVzc00gRz85yn', 'price_1NfgekJ9KRHkVzc0W7NxupYI', 'price_1NfgeIJ9KRHkVzc0ph7sJ5iY', 'price_1NfR4cJ9KRHkVzc0lOxet6NT', 'price_1NfR1NJ9KRHkVzc0CHs9MHAy', 'price_1P41yZJ9KRHkVzc05lyiPf4e', 'price_1Nf5qlJ9KRHkVzc0rtyZGmiG', 'price_1O9TzOJ9KRHkVzc057bEdWXO', 'price_1OKmipJ9KRHkVzc0i45uLZhH', 'price_1O9TxLJ9KRHkVzc0VEARvEvg', 'price_1Nhb7VJ9KRHkVzc0Cp1RTwex', 'price_1PP4qgJ9KRHkVzc0Jh5TcUga', 'price_1PP4qGJ9KRHkVzc0RhsWjjrv', 'price_1OhcMrJ9KRHkVzc0NHI0zvhU', 'price_1PP4elJ9KRHkVzc0uy3jX7xF', 'price_1Q12eJJ9KRHkVzc0dNUZzW0P', 'price_1Q0odZJ9KRHkVzc0v0PKCPqo' ]; window.execStripeIdList = [ 'price_1KsntHJ9KRHkVzc0MojcwRUH', 'price_1NmwOLJ9KRHkVzc06k6LiwvO', 'price_1KsnrwJ9KRHkVzc0DJzV1gKM', 'price_1M3mOvJ9KRHkVzc0lBlZ2F8X', 'price_1M30B1J9KRHkVzc00VYJvA1c', 'price_1M2k7JJ9KRHkVzc0Kiyw72iM', 'price_1M1t9JJ9KRHkVzc0FvT2bhuE', 'price_1M1zZrJ9KRHkVzc0p0tpR5R3', 'price_1LugJSJ9KRHkVzc0IfE1JTqp' ]; </script> <script> var userID = localStorage.getItem('user_id'); if(userID === null) { console.log('userID is null'); localStorage.setItem('user_id', ''); Intercom('update', {"user_id": ""}); } </script> <script>!function () {var reb2b = window.reb2b = window.reb2b || [];if (reb2b.invoked) return;reb2b.invoked = true;reb2b.methods = ["identify", "collect"];reb2b.factory = function (method) {return function () {var args = Array.prototype.slice.call(arguments);args.unshift(method);reb2b.push(args);return reb2b;};};for (var i = 0; i < reb2b.methods.length; i++) {var key = reb2b.methods[i];reb2b[key] = reb2b.factory(key);}reb2b.load = function (key) {var script = document.createElement("script");script.type = "text/javascript";script.async = true;script.src = "https://s3-us-west-2.amazonaws.com/b2bjsstore/b/" + key + "/reb2b.js.gz";var first = document.getElementsByTagName("script")[0];first.parentNode.insertBefore(script, first);};reb2b.SNIPPET_VERSION = "1.0.1";reb2b.load("ZQOQRJHQ8L62");}();</script> <script type="application/javascript"> (function(b,o,n,g,s,r,c){if(b[s])return;b[s]={};b[s].scriptToken="Xzk0MTQ4NzUxOQ";b[s].callsQueue=[];b[s].api=function(){b[s].callsQueue.push(arguments);};r=o.createElement(n);c=o.getElementsByTagName(n)[0];r.async=1;r.src=g;r.id=s+n;c.parentNode.insertBefore(r,c);})(window,document,"script","https://cdn.oribi.io/Xzk0MTQ4NzUxOQ/oribi.js","ORIBI"); </script> <script src="https://tag.clearbitscripts.com/v1/pk_bebaa9db4ca35af82ab4d629c9fade2b/tags.js"></script> <script> var eventsList = [ { 'title': 'Product Marketing Summit', 'date': 'October 3-4, 2024', 'location': '<b>Boston</b>', 'url': 'https://world.productmarketingalliance.com/location/boston' }, { 'title': 'AI for Marketers Summit', 'date': 'October 24', 'location': '<b>San Francisco</b>', 'url': 'https://events.revenuemarketingalliance.com/location/sanfrancisco' }, { 'title': 'Product Marketing Summit', 'date': 'October 30, 2024', 'location': '<b>Singapore</b>', 'url': 'https://world.productmarketingalliance.com/location/singapore' }, { 'title': 'Product Marketing Summit', 'date': 'November 6-7, 2024', 'location': '<b>Sydney</b>', 'url': 'https://world.productmarketingalliance.com/location/sydney' }, { 'title': 'Product Marketing Summit', 'date': 'November 13-14, 2024', 'location': '<b>Chicago</b>', 'url': 'https://world.productmarketingalliance.com/location/chicago' }, { 'title': 'Product Marketing Summit', 'date': 'November 20-21, 2024', 'location': '<b>Toronto</b>', 'url': 'https://world.productmarketingalliance.com/location/toronto/' }, { 'title': 'Leadership Breakfast Briefing', 'date': 'December 3, 2024', 'location': '<b>London</b>', 'url': 'https://www.productmarketingalliance.com/leadership-breakfast-briefing/' }, { 'title': 'Leadership Dinner', 'date': 'December 4, 2024', 'location': '<b>London</b>', 'url': 'https://www.productmarketingalliance.com/leadership-dinners/' }, { 'title': 'Product Marketing Summit', 'date': 'December 4-5, 2024', 'location': '<b>London</b>', 'url': 'https://world.productmarketingalliance.com/location/london/' }, ]; </script>  <script src='https://js.tito.io/v1' async></script> <script>(function(w,r){w._rwq=r;w[r]=w[r]||function(){(w[r].q=w[r].q||[]).push(arguments)}})(window,'rewardful');</script> <script async src='https://r.wdfl.co/rw.js' data-rewardful='737c05'></script> <script type="text/javascript"> //clarity (function(c,l,a,r,i,t,y){ c[a]=c[a]||function(){(c[a].q=c[a].q||[]).push(arguments)}; t=l.createElement(r);t.async=1;t.src="https://www.clarity.ms/tag/"+i; y=l.getElementsByTagName(r)[0];y.parentNode.insertBefore(t,y); })(window, document, "clarity", "script", "l134f76o5r"); </script> <script> window.isTOCenabled = true; </script> </head> <body class="home-template post-template tag-customer-market-research tag-articles tag-membership"> <div class="modal-overlay"></div> <div class="site-wrapper"> <div class="inner nav-wrapper"> <div class="site-header-content"> <a href="/"> <div class="site-title"> <img class="site-logo" src="/content/images/size/w600/2024/08/PMA-FULL-LOGO-PRIMARY--ON-WHITE--1.png" alt="Product Marketing Alliance" /> </div> </a> </div> <nav class="site-nav"> <div class="site-nav-left"> <div class="nav-login"> <a class="button primary small" href="/signin/">Log in</a> <span id="dropdown"><button class="button primary small button-green" id="dropbtn">Membership</button> <div id="dropdown-content"> <a class="modular-navigation-item modular-navigation-item-list-wrapper" href="/signup/"><h6>Individual</h6></a> <a class="modular-navigation-item modular-navigation-item-list-wrapper" href="/signup/?membership-type=teams"><h6>Teams</h6></a> </div> </span> </div> <a href="/content-hub/"> <div class="nav-icons nav-search"> <svg xmlns="http://www.w3.org/2000/svg" viewBox="0 0 512 512"><path d="M505 442.7L405.3 343c-4.5-4.5-10.6-7-17-7H372c27.6-35.3 44-79.7 44-128C416 93.1 322.9 0 208 0S0 93.1 0 208s93.1 208 208 208c48.3 0 92.7-16.4 128-44v16.3c0 6.4 2.5 12.5 7 17l99.7 99.7c9.4 9.4 24.6 9.4 33.9 0l28.3-28.3c9.4-9.4 9.4-24.6.1-34zM208 336c-70.7 0-128-57.2-128-128 0-70.7 57.2-128 128-128 70.7 0 128 57.2 128 128 0 70.7-57.2 128-128 128z"/></svg> </div> </a>  <div class="modular-navigation"> <div class="modular-navigation-wrapper"> <div class="modular-navigation-main modular-navigation-main-width-list">Membership</div> <div class="modular-navigation-item-wrapper" style="display: none;"> <div class="modular-navigation-item modular-navigation-item-list-wrapper"> <h5>Pro membership</h5> <p>All you need to succeed</p> <div class="modular-navigation-item-sub-wrapper"> <a class="modular-navigation-item-third modular-navigation-item" href="/pro-membership-plan/"> <h6>Become a Pro member</h6> </a> <a class="modular-navigation-item-third modular-navigation-item" href="/pro-plus-membership/"> <h6>Become a Pro+ member</h6> </a> <a class="modular-navigation-item-third modular-navigation-item" href="/pro-membership-taster-pack/"> <h6>Your Pro taster pack</h6> </a> </div> </div> <div class="modular-navigation-item modular-navigation-item-list-wrapper"> <h5>Exec+ membership</h5> <p>For product marketing leaders</p> <div class="modular-navigation-item-sub-wrapper"> <a class="modular-navigation-item-third modular-navigation-item" href="/exec-plus-membership/"> <h6>Become an Exec+ member</h6> </a> <a class="modular-navigation-item-third modular-navigation-item" href="/pma-exec-membership-ebook/"> <h6>Your Exec+ taster pack</h6> </a> </div> </div> <div class="modular-navigation-item modular-navigation-item-list-wrapper"> <h5>Team membership</h5> <p>Level up your product marketing team</p> <div class="modular-navigation-item-sub-wrapper"> <a class="modular-navigation-item-third modular-navigation-item" href="/teams/"> <h6>Get a team membership</h6> </a> </div> </div> <div class="modular-navigation-item modular-navigation-item-list-wrapper"> <h5>Why pick PMA?</h5> <p>See what our members say</p> <div class="modular-navigation-item-sub-wrapper"> <a class="modular-navigation-item-third modular-navigation-item" href="/membership-reviews/"> <h6>Membership reviews</h6> </a> <a class="modular-navigation-item-third modular-navigation-item" href="/tag/membership-case-studies/"> <h6>Membership case studies</h6> </a> <a class="modular-navigation-item-third modular-navigation-item" href="/membership-samples/"> <h6>Sample what’s inside</h6> </a> <a class="modular-navigation-item-third modular-navigation-item" href="/insider-membership-plan/"> <h6>Get freemium membership</h6> </a> <a class="modular-navigation-item-third modular-navigation-item" href="/5-essential-day-to-day-templates-for-successful-product-marketers/"> <h6>Templates for success</h6> </a> </div> </div> </div> </div> <div class="modular-navigation-wrapper"> <div class="modular-navigation-main modular-navigation-main-width-list">Resources</div> <div class="modular-navigation-item-wrapper" style="display: none;"> <div class="modular-navigation-item modular-navigation-item-list-wrapper"> <h5>Content hub</h5> <p>Unlimited resources on tap</p> <div class="modular-navigation-item-sub-wrapper"> <a class="modular-navigation-item-third modular-navigation-item" href="/content-hub/?filter=articles"> <h6>Articles</h6> </a> <a class="modular-navigation-item-third modular-navigation-item" href="/product-marketing-fix/"> <h6>Presentations</h6> </a> <a class="modular-navigation-item-third modular-navigation-item" href="/content-hub/?filter=ebooks"> <h6>eBooks</h6> </a> <a class="modular-navigation-item-third modular-navigation-item" href="/content-hub/?filter=guides"> <h6>Guides</h6> </a> <a class="modular-navigation-item-third modular-navigation-item" href="https://media.thealliance.io/podcasts/?filter=podcast-filter-community-pma" target="_blank"> <h6>Podcasts</h6> </a> <a class="modular-navigation-item-third modular-navigation-item" href="/content-hub/?filter=reports"> <h6>Reports</h6> </a> <a class="modular-navigation-item-third modular-navigation-item" href="/content-hub/?filter=webinars"> <h6>Webinars</h6> </a> <a class="modular-navigation-item-third modular-navigation-item" href="/content-hub/"> <h6>View all resources</h6> </a> </div> </div> <div class="modular-navigation-item modular-navigation-item-list-wrapper"> <h5>Research & reports</h5> <p>Industry insights from us</p> <div class="modular-navigation-item-sub-wrapper"> <a class="modular-navigation-item-third modular-navigation-item" href="/product-marketing-salary-survey-report/"> <h6>Product Marketing Salary Report</h6> </a> <a class="modular-navigation-item-third modular-navigation-item" href="/state-of-product-marketing-report/ "> <h6>State of Product Marketing</h6> </a> <a class="modular-navigation-item-third modular-navigation-item" href="/state-of-product-marketing-leadership-report/"> <h6>State of Product Marketing Leadership</h6> </a> <a class="modular-navigation-item-third modular-navigation-item" href="/the-state-of-go-to-market-report-2022/"> <h6>State of Go-to-Market</h6> </a> <a class="modular-navigation-item-third modular-navigation-item" href="/product-marketing-tech-stack/"> <h6>Product Marketing Tools of Choice</h6> </a> <a class="modular-navigation-item-third modular-navigation-item" href="/product-marketing-influencers-2023/"> <h6>Top 100 Product Marketing Influencers</h6> </a> <a class="modular-navigation-item-third modular-navigation-item" href="/product-marketing-resources/"> <h6>View all reports</h6> </a> </div> </div> <div class="modular-navigation-item modular-navigation-item-list-wrapper"> <h5>Guides</h5> <p>Brush up on the essentials</p> <div class="modular-navigation-item-sub-wrapper"> <a class="modular-navigation-item-third modular-navigation-item" href="/what-is-product-marketing/"> <h6>What is product marketing?</h6> </a> <a class="modular-navigation-item-third modular-navigation-item" href="/product-marketing-framework/"> <h6>Product marketing framework</h6> </a> <a class="modular-navigation-item-third modular-navigation-item" href="/your-guide-to-competitive-intelligence/"> <h6>Competitive intelligence</h6> </a> <a class="modular-navigation-item-third modular-navigation-item" href="/your-guide-to-pricing/"> <h6>Pricing</h6> </a> <a class="modular-navigation-item-third modular-navigation-item" href="/okrs/"> <h6>OKRs</h6> </a> <a class="modular-navigation-item-third modular-navigation-item" href="/your-guide-to-positioning/"> <h6>Positioning</h6> </a> <a class="modular-navigation-item-third modular-navigation-item" href="/your-guide-to-go-to-market-strategies/"> <h6>Go-to-Market</h6> </a> <a class="modular-navigation-item-third modular-navigation-item" href="/tag/guides/"> <h6>View all guides</h6> </a> </div> </div> <div class="modular-navigation-item modular-navigation-item-list-wrapper"> <h5>Best of the rest</h5> <p>Highlights from the site</p> <div class="modular-navigation-item-sub-wrapper"> <a class="modular-navigation-item-third modular-navigation-item" href="https://pmmgpt.com"> <h6>PMM-GPT</h6> </a> <a class="modular-navigation-item-third modular-navigation-item" href="/product-marketing-iq/"> <h6>PMM IQ test</h6> </a> <a class="modular-navigation-item-third modular-navigation-item" href="/product-marketing-leadership-resources/"> <h6>Product Marketing Leadership Portal</h6> </a> <a class="modular-navigation-item-third modular-navigation-item" href="/product-marketing-newsletter/"> <h6>Newsletter</h6> </a> <a class="modular-navigation-item-third modular-navigation-item" href="/your-definitive-product-marketing-reading-list/"> <h6>Product marketing books</h6> </a> <a class="modular-navigation-item-third modular-navigation-item" href="https://tools.productmarketingalliance.com/"> <h6>Product marketing tech stack</h6> </a> <a class="modular-navigation-item-third modular-navigation-item" href="/salarycalculator/"> <h6>Salary calculator</h6> </a> <a class="modular-navigation-item-third modular-navigation-item" href="/create-and-contribute/"> <h6>Create and contribute</h6> </a> </div> </div> </div> </div> <div class="modular-navigation-wrapper"> <div class="modular-navigation-main modular-navigation-main-width-list">Certification</div> <div class="modular-navigation-item-wrapper" style="display: none;"> <div class="modular-navigation-item modular-navigation-item-list-wrapper"> <h5>Product Marketing Core</h5> <p>The A to Z of product marketing essentials</p> <div class="modular-navigation-item-sub-wrapper"> <p style="color:#ff5d4c;">PMMC - Level 1</p> <a class="modular-navigation-item-third modular-navigation-item" href="https://learning.productmarketingalliance.com/on-demand/product-marketing-certified-core" target="_blank"> <h6>Product Marketing Certified: Core</h6> <p>On-demand</p> </a> <a class="modular-navigation-item-third modular-navigation-item" href="https://learning.productmarketingalliance.com/live-online/product-marketing-certified-core" target="_blank"> <h6>Live & online</h6> <p>Part-time or full-time</p> </a> <a class="modular-navigation-item-third modular-navigation-item" href="https://learning.productmarketingalliance.com/in-person/product-marketing-certified-core-live-and-in-person" target="_blank"> <h6>Live & in-person</h6> <p>Pick your city</p> </a> <a class="modular-navigation-item-third modular-navigation-item" href="https://learning.productmarketingalliance.com/on-demand/b2c-product-marketing-certified-core target="_blank""> <h6>B2C Product Marketing Certified</h6> </a> <a class="modular-navigation-item-third modular-navigation-item" href="https://learning.productmarketingalliance.com/on-demand/customer-marketing-certified" target="_blank"> <h6>Customer Marketing Certified</h6> </a> <a class="modular-navigation-item-third modular-navigation-item" href="https://learning.productmarketingalliance.com/on-demand/product-marketing-certified-core" target="_blank"> <h6>Product-Led Growth Certified</h6> </a> <a class="modular-navigation-item-third modular-navigation-item" href="https://learning.productmarketingalliance.com/#core-certifications" target="_blank"> <h6>View all Core</h6> </a> </div> </div> <div class="modular-navigation-item modular-navigation-item-list-wrapper"> <h5>Product Marketing Certified: Advanced</h5> <p>Establish your influence and strategic value</p><br> <div class="modular-navigation-item-sub-wrapper"> <p style="color:#ff5d4c;">PMMC II - Level 2</p> <a class="modular-navigation-item-third modular-navigation-item" href="https://learning.productmarketingalliance.com/on-demand/advanced-product-marketing-certified" target="_blank"> <h6>Product Marketing Certified: Advanced</h6> <p>On-demand</p> </a> <a class="modular-navigation-item-third modular-navigation-item" href="https://learning.productmarketingalliance.com/on-demand/messaging-certified" target="_blank"> <h6>Messaging Certified</h6> </a> <a class="modular-navigation-item-third modular-navigation-item" href="https://learning.productmarketingalliance.com/on-demand/narrative-design-certified" target="_blank"> <h6>Narrative Design Certified</h6> </a> <a class="modular-navigation-item-third modular-navigation-item" href="https://learning.productmarketingalliance.com/on-demand/positioning-certified-masters" target="_blank"> <h6>Positioning Certified</h6> </a> <a class="modular-navigation-item-third modular-navigation-item" href="https://learning.productmarketingalliance.com/on-demand/pricing-certified-masters" target="_blank"> <h6>Pricing Certified</h6> </a> <a class="modular-navigation-item-third modular-navigation-item" href="https://learning.productmarketingalliance.com/on-demand/go-to-market-certified-masters" target="_blank"> <h6>Go-to-Market Certified</h6> </a> <a class="modular-navigation-item-third modular-navigation-item" href="https://learning.productmarketingalliance.com/#advanced-certifications" target="_blank"> <h6>All Product Marketing masters</h6> </a> </div> </div> <div class="modular-navigation-item modular-navigation-item-list-wrapper"> <h5>Product Marketing Certified: Leadership</h5> <p>The ultimate roadmap for product marketing leaders</p> <div class="modular-navigation-item-sub-wrapper"> <p style="color:#ff5d4c;">PMMC III - Level 3</p> <a class="modular-navigation-item-third modular-navigation-item" href="https://learning.productmarketingalliance.com/leadership-on-demand/product-marketing-certified-leadership"> <h6>Product Marketing Certified: Leadership</h6> <p>On-demand</p> </a> <a class="modular-navigation-item-third modular-navigation-item" href="https://learning.productmarketingalliance.com/accelerator-live-online/product-marketing-leadership-accelerator"> <h6>Product Marketing Leadership Accelerator</h6> <p>Live & online</p> </a> <a class="modular-navigation-item-third modular-navigation-item" href="https://learning.productmarketingalliance.com/#all-courses" target="_blank"> <h6>All product marketing courses</h6> </a> </div> </div> <div class="modular-navigation-item modular-navigation-item-list-wrapper"> <h5>Product Marketing Training</h5> <p>Individual & org-wide options</p> <div class="modular-navigation-item-sub-wrapper"> <a class="modular-navigation-item-third modular-navigation-item" href="https://learning.productmarketingalliance.com/product-marketing-team-training" target="_blank"> <h6>Team training</h6> </a> <a class="modular-navigation-item-third modular-navigation-item" href="/pmm-scholar-program/"> <h6>Scholar Program</h6> </a> <a class="modular-navigation-item-third modular-navigation-item" href="/the-product-marketing-certified-journey/"> <h6>Certification Journey</h6> </a> <a class="modular-navigation-item-third modular-navigation-item" href="/why-pmms-love-pmmc/"> <h6>Why PMMs ❤️ PMMC</h6> </a> </div> </div> </div> </div> <div class="modular-navigation-wrapper"> <div class="modular-navigation-main modular-navigation-main-width-list">Events</div> <div class="modular-navigation-item-wrapper" style="display: none;"> <div class="modular-navigation-item modular-navigation-item-list-wrapper"> <h5>Virtual events & meetups</h5> <p>Connecting our global community</p> <div class="modular-navigation-item-sub-wrapper"> <a class="modular-navigation-item-third modular-navigation-item" href="https://virtual.productmarketingalliance.com/location/demos/" target="_blank"> <h6>Product Demos Summit | December 10</h6> </a> <a class="modular-navigation-item-third modular-navigation-item" href="/pmm-talks/" target="_blank"> <h6>PMM Talks</h6> <p>Knowledge worth knowing</p> </a> <a class="modular-navigation-item-third modular-navigation-item" href="https://community.productmarketingalliance.com/s/regional-chapters/" target="_blank"> <h6>PMM Meetups</h6> <p>City chapters</p> </a> <a class="modular-navigation-item-third modular-navigation-item" href="/pmm-now/" target="_blank"> <h6>PMM Now</h6> <p>Exclusive live streams</p> </a> </div> </div> <div class="modular-navigation-item modular-navigation-item-list-wrapper"> <h5>In-person summits</h5> <p>Coming to a city near you</p> <div class="modular-navigation-item-sub-wrapper"> <a class="modular-navigation-item-third modular-navigation-item" href="https://world.productmarketingalliance.com/location/chicago" target="_blank"> <h6>PMM Summit | Chicago | November 13 & 14</h6> </a> <a class="modular-navigation-item-third modular-navigation-item" href="https://world.productmarketingalliance.com/location/toronto" target="_blank"> <h6>PMM Summit | Toronto | November 20 & 21</h6> </a> <a class="modular-navigation-item-third modular-navigation-item" href="https://world.productmarketingalliance.com/location/london/" target="_blank"> <h6>PMM Summit | London | December 4 & 5</h6> </a> <a class="modular-navigation-item-third modular-navigation-item" href="https://world.productmarketingalliance.com/location/washington/" target="_blank"> <h6>PMM Summit | Washington | January 30</h6> </a> <a class="modular-navigation-item-third modular-navigation-item" href="https://world.productmarketingalliance.com/location/austin/" target="_blank"> <h6>PMM Summit | Austin | February 11 & 12</h6> </a> <a class="modular-navigation-item-third modular-navigation-item" href="https://world.productmarketingalliance.com/location/newyork/" target="_blank"> <h6>PMM Summit | New York | March 13 & 14</h6> </a> <a class="modular-navigation-item-third modular-navigation-item" href="https://world.productmarketingalliance.com/location/paris/" target="_blank"> <h6>PMM Summit | Paris | March 26</h6> </a> <a class="modular-navigation-item-third modular-navigation-item" href="https://world.productmarketingalliance.com/" target="_blank"> <h6>Summit calendar 2024</h6> </a> </div> </div> <div class="modular-navigation-item modular-navigation-item-list-wrapper"> <h5>Quick links & OnDemand</h5> <p>Plan ahead or catch up</p> <div class="modular-navigation-item-sub-wrapper"> <a class="modular-navigation-item-third modular-navigation-item" href="/pmm-ondemand/"> <h6>Catch up OnDemand</h6> </a> <a class="modular-navigation-item-third modular-navigation-item" href="https://productmarketingall.typeform.com/to/hxI9MbBm" target="_blank"> <h6>Apply to speak</h6> </a> <a class="modular-navigation-item-third modular-navigation-item" href="https://events.productmarketingalliance.com/" target="_blank"> <h6>All events</h6> </a> <a class="modular-navigation-item-third modular-navigation-item" href="https://certified.productmarketingalliance.com/" target="_blank"> <h6>All courses</h6> </a> </div> </div> </div> </div> <div class="modular-navigation-wrapper"> <div class="modular-navigation-main modular-navigation-main-width-list">About</div> <div class="modular-navigation-item-wrapper" style="display: none;"> <div class="modular-navigation-item modular-navigation-item-list-wrapper"> <h5>The basics</h5> <p>Our journey & how to reach us</p> <div class="modular-navigation-item-sub-wrapper"> <a class="modular-navigation-item-third modular-navigation-item" href="/about/"> <h6>Mission</h6> </a> <a class="modular-navigation-item-third modular-navigation-item" href="/contact/"> <h6>Contact</h6> </a> <a class="modular-navigation-item-third modular-navigation-item" href="/calling-all-sponsors-or-partners/"> <h6>Partner with us</h6> </a> <a class="modular-navigation-item-third modular-navigation-item" href="/press-resources/"> <h6>Press resources</h6> </a> <a class="modular-navigation-item-third modular-navigation-item" href="/case-studies/"> <h6>Case studies</h6> </a> <a class="modular-navigation-item-third modular-navigation-item" href="/help-centre/"> <h6>Help centre</h6> </a> </div> </div> <div class="modular-navigation-item modular-navigation-item-list-wrapper"> <h5>Our people</h5> <p>AKA the building blocks of PMA</p> <div class="modular-navigation-item-sub-wrapper"> <a class="modular-navigation-item-third modular-navigation-item" href="/the-pma-team/"> <h6>PMA team</h6> </a> <a class="modular-navigation-item-third modular-navigation-item" href="/experts-in-residence/"> <h6>Experts in Residence</h6> </a> <a class="modular-navigation-item-third modular-navigation-item" href="/pma-founding-members/"> <h6>PMA Founding Members</h6> </a> <a class="modular-navigation-item-third modular-navigation-item" href="/careers/"> <h6>Careers</h6> </a> </div> </div> <div class="modular-navigation-item modular-navigation-item-list-wrapper"> <h5>Get involved</h5> <p>Get your name published</p> <div class="modular-navigation-item-sub-wrapper"> <a class="modular-navigation-item-third modular-navigation-item" href="/calling-all-sponsors-or-partners/"> <h6>Get the media guide</h6> </a> <a class="modular-navigation-item-third modular-navigation-item" href="/community-partnerships/"> <h6>Community partnerships</h6> </a> <a class="modular-navigation-item-third modular-navigation-item" href="/pma-pulse-2023/"> <h6>PMA Pulse</h6> </a> <a class="modular-navigation-item-third modular-navigation-item" href="/contributor-guide/"> <h6>Create & contribute</h6> </a> </div> </div> <div class="modular-navigation-item modular-navigation-item-list-wrapper"> <h5>Quick links</h5> <p>Our bread & butter</p> <div class="modular-navigation-item-sub-wrapper"> <a class="modular-navigation-item-third modular-navigation-item" href="/join-slack/"> <h6>Slack community</h6> </a> <a class="modular-navigation-item-third modular-navigation-item" href="/pma-consult/"> <h6>PMA Consult</h6> </a> <a class="modular-navigation-item-third modular-navigation-item" href="https://certified.productmarketingalliance.com/" target="_blank"> <h6>Get certified</h6> </a> <a class="modular-navigation-item-third modular-navigation-item" href="/signup/"> <h6>Membership</h6> </a> <a class="modular-navigation-item-third modular-navigation-item" href="/product-marketing-framework/"> <h6>Product marketing framework</h6> </a> <a class="modular-navigation-item-third modular-navigation-item" href="/articles/"> <h6>Articles</h6> </a> <a class="modular-navigation-item-third modular-navigation-item" href="/product-marketing-resources/"> <h6>All reports</h6> </a> </div> </div> </div> </div> <div class="modular-navigation-wrapper"><a class="modular-navigation-main" href="https://jobs.productmarketingalliance.com/" target="_blank">Jobs</a></div> <div class="modular-navigation-wrapper"> <div class="modular-navigation-main modular-navigation-main-width-list">Community</div> <div class="modular-navigation-item-wrapper" style="display: none;"> <div class="modular-navigation-item modular-navigation-item-list-wrapper"> <h5>Network</h5> <p>Connect and collaborate</p> <div class="modular-navigation-item-sub-wrapper"> <a class="modular-navigation-item-third modular-navigation-item" href="/join-slack/"> <h6>Slack Community</h6> </a> <a class="modular-navigation-item-third modular-navigation-item" href="/meet-the-ambassadors/"> <h6>Meet the ambassadors</h6> </a> <a class="modular-navigation-item-third modular-navigation-item" href="/pma-meetup/"> <h6>Meetups</h6> </a> <a class="modular-navigation-item-third modular-navigation-item" href="https://www.linkedin.com/school/product-marketing-alliance/" target="_blank"> <h6>PMA LinkedIn</h6> </a> </div> </div> <div class="modular-navigation-item modular-navigation-item-list-wrapper"> <h5>Learn</h5> <p>Level up your career</p> <div class="modular-navigation-item-sub-wrapper"> <a class="modular-navigation-item-third modular-navigation-item" href="/ambassadors/"> <h6>Become an ambassador</h6> </a> <a class="modular-navigation-item-third modular-navigation-item" href="/the-alliance-awards-pma-nominate-today/"> <h6>Product Marketing Awards 2024 | Nominations</h6> </a> <a class="modular-navigation-item-third modular-navigation-item" href="/product-marketing-awards-2023-winners/"> <h6>Product Marketing Awards 2023 | Winners</h6> </a> <a class="modular-navigation-item-third modular-navigation-item" href="/customer-advisory-board/"> <h6>PMA Customer Advisory Board</h6> </a> </div> </div> </div> </div> <div class="modular-navigation-wrapper"> <a class="modular-navigation-main nav-whats-new beamer_beamerSelector beamerTrigger" data-beamer-keypress="true"> What's new? </a> </div> <div class="modular-navigation-close"> <svg xmlns="http://www.w3.org/2000/svg" viewBox="0 0 448 512"> <path d="M16 132h416c8.837 0 16-7.163 16-16V76c0-8.837-7.163-16-16-16H16C7.163 60 0 67.163 0 76v40c0 8.837 7.163 16 16 16zm0 160h416c8.837 0 16-7.163 16-16v-40c0-8.837-7.163-16-16-16H16c-8.837 0-16 7.163-16 16v40c0 8.837 7.163 16 16 16zm0 160h416c8.837 0 16-7.163 16-16v-40c0-8.837-7.163-16-16-16H16c-8.837 0-16 7.163-16 16v40c0 8.837 7.163 16 16 16z"></path> </svg> </div> </div> <div class="nav-icons nav-mobile-modular"> <svg xmlns="http://www.w3.org/2000/svg" viewBox="0 0 448 512"><path d="M16 132h416c8.837 0 16-7.163 16-16V76c0-8.837-7.163-16-16-16H16C7.163 60 0 67.163 0 76v40c0 8.837 7.163 16 16 16zm0 160h416c8.837 0 16-7.163 16-16v-40c0-8.837-7.163-16-16-16H16c-8.837 0-16 7.163-16 16v40c0 8.837 7.163 16 16 16zm0 160h416c8.837 0 16-7.163 16-16v-40c0-8.837-7.163-16-16-16H16c-8.837 0-16 7.163-16 16v40c0 8.837 7.163 16 16 16z"/></svg> </div>  </div> </nav> <script> document.addEventListener('mouseover', (evt) => { let targetElement = evt.target; do { if (targetElement instanceof Element && targetElement.closest('.site-nav-left') || targetElement instanceof Element && targetElement.closest('.modular-navigation') || targetElement instanceof Element && targetElement.classList.contains('modular-navigation-main') || targetElement instanceof Element && targetElement.classList.contains('modular-navigation')) { return; } targetElement = targetElement.parentNode; } while (targetElement); const thisElementChildrenWrapper = document.querySelectorAll('.modular-navigation-item-wrapper'); const selectAllThisElementChildrenWrapperSub = document.querySelectorAll('.modular-navigation-item-sub-wrapper-active'); if (!document.querySelector('.modular-navigation-item-wrapper-active')) return; for (let i = 0; i < thisElementChildrenWrapper.length; i++) { thisElementChildrenWrapper[i].classList.remove('modular-navigation-item-wrapper-active'); setTimeout(() => { thisElementChildrenWrapper[i].style.display = 'none'; for (let c = 0; c < selectAllThisElementChildrenWrapperSub.length; c++) { selectAllThisElementChildrenWrapperSub[c].classList.remove('modular-navigation-item-sub-wrapper-active'); selectAllThisElementChildrenWrapperSub[c].style.display = 'none'; } }, 10); } const thisElementChildrenWrapperThird = document.querySelectorAll('.modular-navigation-item-sub-third-wrapper'); const selectAllThisElementChildrenWrapperSubThird = document.querySelectorAll('.modular-navigation-item-sub-third-wrapper-active'); for (let i = 0; i < thisElementChildrenWrapperThird.length; i++) { thisElementChildrenWrapperThird[i].classList.remove('modular-navigation-item-sub-third-wrapper-active'); setTimeout(() => { thisElementChildrenWrapperThird[i].style.display = 'none'; for (let c = 0; c < selectAllThisElementChildrenWrapperSubThird.length; c++) { selectAllThisElementChildrenWrapperSubThird[c].classList.remove('modular-navigation-item-sub-third-wrapper-active'); selectAllThisElementChildrenWrapperSubThird[c].style.display = 'none'; } }, 10); } }); const getModularNavigation = document.querySelector('.modular-navigation'); function modularNavHandleOnClick(event) { const thisElement = event.target; const thisElementChildrenWrapper = thisElement.querySelector('.modular-navigation-item-wrapper'); const selectAllThisElementChildrenWrapperSub = document.querySelectorAll('.modular-navigation-item-sub-wrapper-active'); if (thisElementChildrenWrapper.classList.contains('modular-navigation-item-wrapper-active')) { thisElementChildrenWrapper.classList.remove('modular-navigation-item-wrapper-active'); setTimeout(() => { thisElementChildrenWrapper.style.display = 'none'; for (let c = 0; c < selectAllThisElementChildrenWrapperSub.length; c++) { selectAllThisElementChildrenWrapperSub[c].classList.remove('modular-navigation-item-sub-wrapper-active'); selectAllThisElementChildrenWrapperSub[c].style.display = 'none'; } }, 310); return; } const selectAllThisElementChildrenWrapper = document.querySelectorAll('.modular-navigation-item-wrapper'); for (let i = 0; i < selectAllThisElementChildrenWrapper.length; i++) { if (selectAllThisElementChildrenWrapper[i].classList.contains('modular-navigation-item-wrapper-active')) { selectAllThisElementChildrenWrapper[i].classList.remove('modular-navigation-item-wrapper-active'); setTimeout(() => { selectAllThisElementChildrenWrapper[i].style.display = 'none'; for (let c = 0; c < selectAllThisElementChildrenWrapperSub.length; c++) { selectAllThisElementChildrenWrapperSub[c].classList.remove('modular-navigation-item-sub-wrapper-active'); selectAllThisElementChildrenWrapperSub[c].style.display = 'none'; } }, 310); } } setTimeout(() => { thisElementChildrenWrapper.style.display = 'flex'; setTimeout(() => { thisElementChildrenWrapper.classList.add('modular-navigation-item-wrapper-active'); }, 1); }, 10); } function modularNavHandleOnClickSub(event) { const thisElement = event.target; const thisElementParent = thisElement.classList.contains('modular-navigation-item') ? thisElement : thisElement.parentNode; const thisElementChildrenWrapper = thisElementParent.querySelector('.modular-navigation-item-sub-wrapper'); if (thisElementChildrenWrapper) { if (thisElementChildrenWrapper.classList.contains('modular-navigation-item-sub-wrapper-active')) { thisElementChildrenWrapper.classList.remove('modular-navigation-item-sub-wrapper-active'); setTimeout(() => { thisElementChildrenWrapper.style.display = 'none'; }, 310); return; } const selectAllThisElementChildrenWrapper = document.querySelectorAll('.modular-navigation-item-sub-wrapper'); for (let i = 0; i < selectAllThisElementChildrenWrapper.length; i++) { if (selectAllThisElementChildrenWrapper[i].classList.contains('modular-navigation-item-sub-wrapper-active')) { selectAllThisElementChildrenWrapper[i].classList.remove('modular-navigation-item-sub-wrapper-active'); setTimeout(() => { selectAllThisElementChildrenWrapper[i].style.display = 'none'; }, 310); } } setTimeout(() => { thisElementChildrenWrapper.style.display = 'flex'; setTimeout(() => { thisElementChildrenWrapper.classList.add('modular-navigation-item-sub-wrapper-active'); }, 1); }, 10); } const selectAllThisElementChildrenWrapper = document.querySelectorAll('.modular-navigation-item-sub-third-wrapper'); for (let i = 0; i < selectAllThisElementChildrenWrapper.length; i++) { if (selectAllThisElementChildrenWrapper[i].classList.contains('modular-navigation-item-sub-third-wrapper-active')) { selectAllThisElementChildrenWrapper[i].classList.remove('modular-navigation-item-sub-third-wrapper-active'); setTimeout(() => { selectAllThisElementChildrenWrapper[i].style.display = 'none'; }, 310); } } } function modularNavHandleOnClickSubThird(event) { const thisElement = event.target; const thisElementParent = thisElement.classList.contains('modular-navigation-item') ? thisElement : thisElement.parentNode; const thisElementChildrenWrapper = thisElementParent.querySelector('.modular-navigation-item-sub-third-wrapper'); if (thisElementChildrenWrapper) { if (thisElementChildrenWrapper.classList.contains('modular-navigation-item-sub-third-wrapper-active')) { thisElementChildrenWrapper.classList.remove('modular-navigation-item-sub-third-wrapper-active'); setTimeout(() => { thisElementChildrenWrapper.style.display = 'none'; }, 310); return; } const selectAllThisElementChildrenWrapper = document.querySelectorAll('.modular-navigation-item-sub-third-wrapper'); for (let i = 0; i < selectAllThisElementChildrenWrapper.length; i++) { if (selectAllThisElementChildrenWrapper[i].classList.contains('modular-navigation-item-sub-third-wrapper-active')) { selectAllThisElementChildrenWrapper[i].classList.remove('modular-navigation-item-sub-third-wrapper-active'); setTimeout(() => { selectAllThisElementChildrenWrapper[i].style.display = 'none'; }, 310); } } setTimeout(() => { thisElementChildrenWrapper.style.display = 'flex'; setTimeout(() => { thisElementChildrenWrapper.classList.add('modular-navigation-item-sub-third-wrapper-active'); }, 1); }, 10); } } const topNavArray = Array.from(document.querySelector('.modular-navigation').children) for (let i = 0; i < topNavArray.length - 1; i++) { const modNavMainArray = Array.from(topNavArray[i].children) if (modNavMainArray.length > 1) { const thisModNavMain = topNavArray[i]; thisModNavMain.addEventListener('mouseenter', modularNavHandleOnClick); } /*** const modNavItemsArray = Array.from(modNavMainArray[1].children) for ( let j = 0; j < modNavItemsArray.length; j++) { const thisModNavItem = modNavItemsArray[j] console.log(thisModNavItem) thisModNavItem.addEventListener('click', modularNavHandleOnClickSub); } ***/ } const navClose = topNavArray[topNavArray.length - 1] const getModularNavMobile = document.querySelector('.nav-mobile-modular'); navClose.addEventListener('click', function() { getModularNavigation.classList.remove('modular-navigation-visible'); }); getModularNavMobile.addEventListener('click', function() { getModularNavigation.classList.add('modular-navigation-visible'); }); if (document.querySelector('.nav-jobs a')) document.querySelector('.nav-jobs a').setAttribute('target', '_blank'); if (document.querySelector('.nav-pmm-q-a a')) document.querySelector('.nav-pmm-q-a a').setAttribute('target', '_blank'); </script> </div> <div class="social-links social-links-fixed"> <a href="https://www.linkedin.com/company/product-marketing-alliance" target="_blank"><?xml version="1.0" encoding="utf-8"?>  <svg version="1.1" xmlns="http://www.w3.org/2000/svg" xmlns:xlink="http://www.w3.org/1999/xlink" x="0px" y="0px" viewBox="0 0 20 20" style="enable-background:new 0 0 20 20;" xml:space="preserve"> <g> <g> <path class="st0" d="M18.5,0h-17C0.7,0,0,0.6,0,1.4v17.1C0,19.4,0.7,20,1.5,20h17c0.8,0,1.5-0.6,1.5-1.4V1.4C20,0.6,19.3,0,18.5,0 z M5.9,17H3V7.5h3V17z M4.4,6.2c-1,0-1.7-0.8-1.7-1.7c0-0.9,0.8-1.7,1.7-1.7c0.9,0,1.7,0.8,1.7,1.7C6.2,5.4,5.4,6.2,4.4,6.2z M17,17h-3v-4.6c0-1.1,0-2.5-1.5-2.5c-1.5,0-1.8,1.2-1.8,2.5V17h-3V7.5h2.8v1.3h0c0.4-0.8,1.4-1.5,2.8-1.5c3,0,3.6,2,3.6,4.5V17z" /> </g> </g> </svg> </a> <a href="https://twitter.com/PMMalliance" target="_blank"><?xml version="1.0" encoding="iso-8859-1"?> <svg viewBox="0 0 24 24" aria-hidden="true" class="r-18jsvk2 r-4qtqp9 r-yyyyoo r-16y2uox r-8kz0gk r-dnmrzs r-bnwqim r-1plcrui r-lrvibr r-lrsllp"> <g> <path d="M18.244 2.25h3.308l-7.227 8.26 8.502 11.24H16.17l-5.214-6.817L4.99 21.75H1.68l7.73-8.835L1.254 2.25H8.08l4.713 6.231zm-1.161 17.52h1.833L7.084 4.126H5.117z"> </path> </g> </svg></a> <a href="https://www.facebook.com/productmarketingalliance/" target="_blank"><?xml version="1.0" encoding="iso-8859-1"?>  <svg version="1.1" id="Capa_1" xmlns="http://www.w3.org/2000/svg" xmlns:xlink="http://www.w3.org/1999/xlink" x="0px" y="0px" viewBox="0 0 10.385 20" style="enable-background:new 0 0 10.385 20;" xml:space="preserve"> <g> <path id="f_1_" d="M6.742,20v-9.122h3.061l0.459-3.556h-3.52v-2.27c0-1.029,0.285-1.731,1.762-1.731 l1.882-0.001V0.139C10.06,0.097,8.943,0,7.643,0C4.928,0,3.07,1.657,3.07,4.699v2.622H0v3.556h3.07V20H6.742z"/> </g> </svg> </a> <a href="https://www.youtube.com/channel/UCzvoAoVXV9PDK8j3NdPURnw" target="_blank"> <svg id="Layer_1" data-name="Layer 1" xmlns="http://www.w3.org/2000/svg" viewBox="0 0 176 124"><defs><style>.cls-1{fill:#fff;}</style></defs><path class="cls-1" d="M180.32,53.36A22.12,22.12,0,0,0,164.76,37.7C151,34,96,34,96,34s-55,0-68.76,3.7A22.12,22.12,0,0,0,11.68,53.36C8,67.18,8,96,8,96s0,28.82,3.68,42.64A22.12,22.12,0,0,0,27.24,154.3C41,158,96,158,96,158s55,0,68.76-3.7a22.12,22.12,0,0,0,15.56-15.66C184,124.82,184,96,184,96S184,67.18,180.32,53.36ZM78,122.17V69.83L124,96Z" transform="translate(-8 -34)"/></svg> </a> <a href="https://www.pinterest.co.uk/productmarketingalliance/" target="_blank"><svg xmlns="http://www.w3.org/2000/svg" viewBox="0 0 24 24" width="24" height="24"> <path d="M12 2.04c-5.52 0-9.96 4.44-9.96 9.96 0 3.92 2.28 7.28 5.64 8.76-.08-.76-.16-1.92.04-2.76.2-.84 1.32-5.64 1.32-5.64s-.32-.68-.32-1.68c0-1.56.92-2.72 2.08-2.72.96 0 1.44.72 1.44 1.56 0 .96-.6 2.4-.92 3.72-.24 1.04.48 1.88 1.44 1.88 1.72 0 3-1.8 3-4.4 0-2.28-1.64-3.88-3.96-3.88-2.72 0-4.32 2.04-4.32 4.16 0 .84.32 1.72.72 2.2.08.08.08.16.08.32-.08.36-.24 1.16-.28 1.32-.04.16-.12.24-.28.16-1.04-.4-1.68-1.64-1.68-3.32 0-2.4 2-5.28 6-5.28 3.2 0 5.32 2.28 5.32 4.76 0 3.32-1.84 5.76-4.56 5.76-1.08 0-2.12-.6-2.48-1.28 0 0-.56 2.16-.68 2.64-.28 1.08-1 2.44-1.48 3.28 1.12.36 2.32.56 3.56.56 5.52 0 9.96-4.44 9.96-9.96 0-5.52-4.44-9.96-9.96-9.96z"/> </svg></a> <a href="https://www.instagram.com/pmmalliance/" target="_blank"><?xml version="1.0" encoding="utf-8"?>  <svg version="1.1" id="Logo" xmlns="http://www.w3.org/2000/svg" xmlns:xlink="http://www.w3.org/1999/xlink" x="0px" y="0px" viewBox="0 0 512 512" style="enable-background:new 0 0 512 512;" xml:space="preserve"> <g> <path d="M256,49.47c67.27,0,75.23,0.26,101.8,1.47c24.56,1.12,37.9,5.22,46.78,8.67c11.76,4.57,20.15,10.03,28.97,18.84 c8.82,8.82,14.28,17.21,18.84,28.97c3.45,8.88,7.55,22.22,8.67,46.78c1.21,26.56,1.47,34.53,1.47,101.8s-0.26,75.23-1.47,101.8 c-1.12,24.56-5.22,37.9-8.67,46.78c-4.57,11.76-10.03,20.15-18.84,28.97c-8.82,8.82-17.21,14.28-28.97,18.84 c-8.88,3.45-22.22,7.55-46.78,8.67c-26.56,1.21-34.53,1.47-101.8,1.47s-75.24-0.26-101.8-1.47c-24.56-1.12-37.9-5.22-46.78-8.67 c-11.76-4.57-20.15-10.03-28.97-18.84c-8.82-8.82-14.28-17.21-18.84-28.97c-3.45-8.88-7.55-22.22-8.67-46.78 c-1.21-26.56-1.47-34.53-1.47-101.8s0.26-75.23,1.47-101.8c1.12-24.56,5.22-37.9,8.67-46.78c4.57-11.76,10.03-20.15,18.84-28.97 c8.82-8.82,17.21-14.28,28.97-18.84c8.88-3.45,22.22-7.55,46.78-8.67C180.77,49.73,188.73,49.47,256,49.47 M256,4.08 c-68.42,0-77,0.29-103.87,1.52c-26.81,1.22-45.13,5.48-61.15,11.71c-16.57,6.44-30.62,15.05-44.62,29.06 C32.36,60.37,23.74,74.42,17.3,90.98c-6.23,16.02-10.49,34.34-11.71,61.15C4.37,179,4.08,187.58,4.08,256 c0,68.42,0.29,77,1.52,103.87c1.22,26.81,5.48,45.13,11.71,61.15c6.44,16.57,15.05,30.62,29.06,44.62 c14.01,14.01,28.05,22.62,44.62,29.06c16.02,6.23,34.34,10.49,61.15,11.71c26.87,1.23,35.45,1.52,103.87,1.52s77-0.29,103.87-1.52 c26.81-1.22,45.13-5.48,61.15-11.71c16.57-6.44,30.62-15.05,44.62-29.06c14.01-14.01,22.62-28.05,29.06-44.62 c6.23-16.02,10.49-34.34,11.71-61.15c1.23-26.87,1.52-35.45,1.52-103.87s-0.29-77-1.52-103.87c-1.22-26.81-5.48-45.13-11.71-61.15 c-6.44-16.57-15.05-30.62-29.06-44.62c-14.01-14.01-28.05-22.62-44.62-29.06c-16.02-6.23-34.34-10.49-61.15-11.71 C333,4.37,324.42,4.08,256,4.08L256,4.08z"/> <path d="M256,126.64c-71.45,0-129.36,57.92-129.36,129.36S184.55,385.36,256,385.36S385.36,327.45,385.36,256 S327.45,126.64,256,126.64z M256,339.97c-46.38,0-83.97-37.6-83.97-83.97s37.6-83.97,83.97-83.97c46.38,0,83.97,37.6,83.97,83.97 S302.38,339.97,256,339.97z"/> <circle cx="390.48" cy="121.52" r="30.23"/> </g> </svg> </a> <a href="https://www.tiktok.com/@pm_alliance?lang=en" target="_blank"><svg xmlns="http://www.w3.org/2000/svg" width="16" height="16" fill="currentColor" class="bi bi-tiktok" viewBox="0 0 16 16"> <path d="M9 0h1.98c.144.715.54 1.617 1.235 2.512C12.895 3.389 13.797 4 15 4v2c-1.753 0-3.07-.814-4-1.829V11a5 5 0 1 1-5-5v2a3 3 0 1 0 3 3z"/> </svg></a> <a href="/join-slack"><?xml version="1.0" encoding="utf-8"?>  <svg version="1.1" id="Layer_1" xmlns="http://www.w3.org/2000/svg" xmlns:xlink="http://www.w3.org/1999/xlink" x="0px" y="0px" viewBox="0 0 122.8 122.8" style="enable-background:new 0 0 122.8 122.8;" xml:space="preserve"> <g> <g> <path class="st0" d="M25.8,77.6c0,7.1-5.8,12.9-12.9,12.9S0,84.7,0,77.6c0-7.1,5.8-12.9,12.9-12.9h12.9V77.6z"/> <path class="st0" d="M32.3,77.6c0-7.1,5.8-12.9,12.9-12.9s12.9,5.8,12.9,12.9v32.3c0,7.1-5.8,12.9-12.9,12.9s-12.9-5.8-12.9-12.9 C32.3,109.9,32.3,77.6,32.3,77.6z"/> </g> <g> <path class="st0" d="M45.2,25.8c-7.1,0-12.9-5.8-12.9-12.9S38.1,0,45.2,0s12.9,5.8,12.9,12.9v12.9H45.2z"/> <path class="st0" d="M45.2,32.3c7.1,0,12.9,5.8,12.9,12.9s-5.8,12.9-12.9,12.9H12.9C5.8,58.1,0,52.3,0,45.2s5.8-12.9,12.9-12.9 C12.9,32.3,45.2,32.3,45.2,32.3z"/> </g> <g> <path class="st0" d="M97,45.2c0-7.1,5.8-12.9,12.9-12.9c7.1,0,12.9,5.8,12.9,12.9s-5.8,12.9-12.9,12.9H97V45.2z"/> <path class="st0" d="M90.5,45.2c0,7.1-5.8,12.9-12.9,12.9c-7.1,0-12.9-5.8-12.9-12.9V12.9C64.7,5.8,70.5,0,77.6,0 c7.1,0,12.9,5.8,12.9,12.9V45.2z"/> </g> <g> <path class="st0" d="M77.6,97c7.1,0,12.9,5.8,12.9,12.9c0,7.1-5.8,12.9-12.9,12.9c-7.1,0-12.9-5.8-12.9-12.9V97H77.6z"/> <path class="st0" d="M77.6,90.5c-7.1,0-12.9-5.8-12.9-12.9c0-7.1,5.8-12.9,12.9-12.9h32.3c7.1,0,12.9,5.8,12.9,12.9 c0,7.1-5.8,12.9-12.9,12.9H77.6z"/> </g> </g> </svg> </a> <a href="https://feedly.com/i/subscription/feed/https://www.productmarketingalliance.com/rss/" title="RSS" target="_blank" rel="noopener"><svg xmlns="http://www.w3.org/2000/svg" viewBox="0 0 24 24"><circle cx="6.18" cy="17.82" r="2.18"/><path d="M4 4.44v2.83c7.03 0 12.73 5.7 12.73 12.73h2.83c0-8.59-6.97-15.56-15.56-15.56zm0 5.66v2.83c3.9 0 7.07 3.17 7.07 7.07h2.83c0-5.47-4.43-9.9-9.9-9.9z"/></svg> </a> </div> <script type="text/javascript"> (function(w,d,t,u,n,s,e){w['SwiftypeObject']=n;w[n]=w[n]||function(){ (w[n].q=w[n].q||[]).push(arguments);};s=d.createElement(t); e=d.getElementsByTagName(t)[0];s.async=1;s.src=u;e.parentNode.insertBefore(s,e); })(window,document,'script','//s.swiftypecdn.com/install/v2/st.js','_st'); _st('install','5yXidsn86hxuseLbeqam','2.0.0'); </script> <link rel="stylesheet" type="text/css" href="https://www.productmarketingalliance.com/assets/css/style.css?v=40a0ffb3ca" /> <link rel="stylesheet" type="text/css" href="https://www.productmarketingalliance.com/assets/css/new-design.css?v=40a0ffb3ca" /> <script> if (window.gtag && gtag) { gtag('event', 'Ghost Posts Views', { 'event_label': "how-to-create-business-case-messaging", 'event_category': "Customer & Market Research" }); } </script> <main id="site-main" class="site-main outer"> <script> let allTag = []; let viewerType = ""; let hasInternalTag = false; let internalTagInhouse = []; let internalTagSponsor = []; let topicMicrosite = false; let hasClientTag = false; let topicMicrositeName = ""; let topicMicrositeSlug = ""; const primaryTagName = `Customer & Market Research`; const primaryTagSlug = `customer-market-research`; window.googletag = window.googletag || {cmd: []}; googletag.cmd.push(function() { googletag.defineSlot('/23035269294/post-content-ads', [580, 400], 'div-gpt-ad-1709005345342-0').addService(googletag.pubads()); googletag.pubads().enableSingleRequest(); googletag.pubads().collapseEmptyDivs(); googletag.enableServices(); }); </script> <script> internalTagInhouse.push(`membership`); </script> <script> allTag.push('Customer & Market Research'); var sponsoredClient = `|customer-market-research| [Topic] Knowing such things as your customers' gender, age, occupation, income, lifestyle and attitudes can help with your marketing and sales plans.`; var result = sponsoredClient.match(/\|([^|]+)\|/); if (result && result.length > 1) { var value = result[1]; topicMicrosite = true; topicMicrositeName = `Customer & Market Research`; topicMicrositeSlug = `customer-market-research`; internalTagSponsor.push(value); internalTagInhouse.push(value); } </script> <script> allTag.push('Articles'); var sponsoredClient = `[Type] {2}`; var result = sponsoredClient.match(/\|([^|]+)\|/); if (result && result.length > 1) { var value = result[1]; topicMicrosite = true; topicMicrositeName = `Articles`; topicMicrositeSlug = `articles`; internalTagSponsor.push(value); internalTagInhouse.push(value); } </script> <script> viewerType = "outsider"; </script> <script> hasInternalTag = true; let updatedinternalTagInhouse = internalTagInhouse; let updatedinternalTagSponsor = internalTagSponsor; const excludeTags = ['product-demos', 'sales-enablement', 'pricing', 'nyc-event', 'messaging-positioning', 'membership', 'go-to-market-hub', 'go-to-market', 'competitive-intelligence', 'certification']; const excludeTagsSponsor = ['navattic']; if (viewerType) { if (internalTagInhouse.length > 0) { updatedinternalTagInhouse = internalTagInhouse .map(item => !excludeTags.includes(item) ? `${item}-${viewerType}` : item); } if (internalTagSponsor.length > 0) { updatedinternalTagSponsor = internalTagSponsor .map(item => !excludeTagsSponsor.includes(item) ? `${item}-${viewerType}` : item); } } window.googletag = window.googletag || {cmd: []}; googletag.cmd.push(function() { googletag.defineSlot('/23035269294/PMA-Sponsor-and-Inhouse/top-banner', [728, 90], 'div-gpt-ad-1708431085995-0').addService(googletag.pubads()); googletag.defineSlot('/23035269294/PMA-Sponsor-and-Inhouse/mobile-top', [300, 100], 'div-gpt-ad-1708431159930-0').addService(googletag.pubads()); googletag.defineSlot('/23035269294/PMA-Sponsor-and-Inhouse/side-banner', [240, 400], 'div-gpt-ad-1708431206267-0').addService(googletag.pubads()); googletag.defineSlot('/23035269294/PMA-Sponsor-and-Inhouse/bottom-banner', [580, 400], 'div-gpt-ad-1708431292086-0').addService(googletag.pubads()); googletag.defineSlot('/23035269294/PMA-Sponsor-and-Inhouse/mobile-bottom', [240, 400], 'div-gpt-ad-1708431360026-0').addService(googletag.pubads()); googletag.pubads().enableSingleRequest(); googletag.pubads().collapseEmptyDivs(); googletag.pubads().setTargeting('Sponsor-Clients', updatedinternalTagInhouse).setTargeting('In-house', updatedinternalTagInhouse); googletag.enableServices(); }); console.log("updatedinternalTagInhouse", updatedinternalTagInhouse); console.log("updatedinternalTagSponsor", updatedinternalTagSponsor); </script> <div class="post-container"> <div id="topContainer">   <div id='div-gpt-ad-1708431085995-0' style='min-width: 728px; min-height: 90px;'> <script> googletag.cmd.push(function() { googletag.display('div-gpt-ad-1708431085995-0'); }); </script> </div>  <div id='div-gpt-ad-1708431159930-0' style='min-width: 300px; min-height: 100px;'> <script> googletag.cmd.push(function() { googletag.display('div-gpt-ad-1708431159930-0'); }); </script> </div> </div> <div class="post-title"> <div class="post-breadcrumb"> <a href="/content-hub/">Content Hub</a> > <a class="active" href="/content-hub?filter=customer-market-research"> Customer & Market Research </a> </div> <h1>How to build a business case and get your idea approved</h1> <span class="post-full-title hidden">How to build a business case and get your idea approved</span> </div> <div class="post-tag-section"> <div class="post-tags"> <a class="post-tag-item" tag-slug="articles" href="/content-hub?filter=articles"> Articles </a> </div> </div> <div class="post-other-info"> <div class="post-authors"> <a href="/author/lawrence/"> <div data-tooltip="Lawrence is our Copywriter here at PMA who loves crafting content to keep readers informed, entertained, and enthralled. He's always open to feedback and would be thrilled to hear from you!" class="post-author tooltip-trigger-author"> <div data-tooltip="Lawrence is our Copywriter here at PMA who loves crafting content to keep readers informed, entertained, and enthralled. He's always open to feedback and would be thrilled to hear from you!" style="background-image: url(https://www.productmarketingalliance.com/content/images/2020/04/lawrence.png)" class="author-image tooltip-trigger"> </div> <div class="author-details"> <span data-tooltip="Lawrence is our Copywriter here at PMA who loves crafting content to keep readers informed, entertained, and enthralled. He's always open to feedback and would be thrilled to hear from you!" class="author-name tooltip-trigger">Lawrence Chapman</span> </div> </div> </a> </div> <div class="date-time-read"> <span class="post-datetime">April 08, 2022</span> <img src="https://pma-assets-external.ams3.cdn.digitaloceanspaces.com/Janrey-test/asterisk-sm.svg" /> <span> 10 min read </span> </div> </div> <a href="#" id="getCopyBtn" class="hidden"> Get a copy</a> <div class="post-content-container"> <div class="left-sidebar"> <div class="sticky-container"> <a target="_blank" href="https://www.linkedin.com/school/product-marketing-alliance/" class="follow-us-on-linkedin"> <img src="https://pma-assets-external.ams3.cdn.digitaloceanspaces.com/Janrey-test/linkedin-white.svg"/>Follow us on LinkedIn</a> <span class="left-sidebar-overview"> Contents </span> <aside class="toc-container"> <div class="toc"></div> </aside> </div> </div> <div class="post-content"> <p>We’ve all had a light bulb moment at some point in time, pieced our killer idea together, and told ourselves we have a <em>sure-fire hit</em>.</p><p>Before it’s picked apart and we’re left facing the damning realization people won’t <em>actually</em> buy the darned thing.</p><p>Creating an all-singing, all-dancing concept <em>is </em>just the start of a long, hard journey; there’s a helluva lotta effort between initially thinking of an idea, and seeing it fly off the shelves or shoot up the download charts.</p><p>Whether you’re working at a modest start-up, or if you’re a cog at a large-scale org, the final say is firmly in the hands of a key stakeholder, who’ll either wanna tuck into a slice of your million-dollar idea, or dismiss it as pie in the sky.</p><p>Your job? Make your ‘pie’ so sweet, so satisfying, they’ll be desperate to tuck in and set the ball rolling.</p><p>So, on that note, want a hand with building a kick-ass business case?</p><p><em>We’d be honored.</em></p><p>Join us, as we discuss business case essentials:</p><ul><li><a href="https://www.productmarketingalliance.com/how-to-create-business-case-messaging/#what-is-a-business-case">What is a business case?</a></li><li><a href="https://www.productmarketingalliance.com/how-to-create-business-case-messaging/#why-is-a-business-case-important">Why is a business case important?</a></li><li><a href="https://www.productmarketingalliance.com/how-to-create-business-case-messaging/#when-to-use-a-business-case">When to use a business case.</a></li><li><a href="https://www.productmarketingalliance.com/how-to-create-business-case-messaging/#what-to-include-in-a-business-case">What to include in a business case.</a></li><li><a href="https://www.productmarketingalliance.com/how-to-create-business-case-messaging/#how-to-build-a-business-case">How to build a business case.</a></li></ul><p><em><strong>Psst:</strong> Wanna save time (and effort </em>😉) <em>we’ve popped some business case templates in our </em><a href="https://www.productmarketingalliance.com/signup/"><em>membership plans</em></a><em>. Open the link below to download yours.</em></p><figure class="kg-card kg-bookmark-card"><a class="kg-bookmark-container" href="https://www.productmarketingalliance.com/business-case-template-framework/"><div class="kg-bookmark-content"><div class="kg-bookmark-title">Business case template | Download</div><div class="kg-bookmark-description">A business case template is a structured document designed to provide a clear and concise justification for a proposed business initiative.</div><div class="kg-bookmark-metadata"><img class="kg-bookmark-icon" src="https://www.productmarketingalliance.com/content/images/size/w256h256/2019/04/favicon_pma_1000.png" alt=""><span class="kg-bookmark-author">Product Marketing Alliance</span><span class="kg-bookmark-publisher">James Shaw</span></div></div><div class="kg-bookmark-thumbnail"><img src="https://www.productmarketingalliance.com/content/images/2020/09/PMA_Meta-4-2.png" alt=""></div></a></figure><hr>  <iframe width="560" height="315" src="https://www.youtube.com/embed/jcimQjkKM10?si=2Mz5u9cXmCCxXqxX" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share" referrerpolicy="strict-origin-when-cross-origin" allowfullscreen></iframe>  <h2 id="what-is-a-business-case">What is a business case?</h2><p>Imagine the scenario: you’ve got what you think is an awesome idea, waltz into the big boss’ office, ask for backing, and leave with a sack of cash - no questions asked.</p><p>That’d be nice, wouldn’t it? But it ain’t the way the world works - you wouldn’t go to a water fight, without a Super Soaker. Don’t go into a pitch without a business case.</p><p>Business cases are designed to answer the four essential questions:</p><ul><li>Why are we doing this?</li><li>What are the benefits?</li><li>How will we do it?</li><li>Who will we need?</li></ul><p>If your business case messaging is enough to put a glass eye to sleep, change your tact - fast. It needs to be sharp, succinct, and keep a firm grasp on the key points; ultimately, it’s the deciding factor whether you’ll walk out the room with a spring in your step, or your tail between your legs.</p><p>Failure to prepare, prepare to fail, and all that…</p><hr><h2 id="why-is-a-business-case-important">Why is a business case important?</h2><p>Ever tried making a cake without self-raising flour? That’s right - it sinks. It barely gets off the ground.</p><p>And the same will happen to your proposal if you don’t put together a strong business case; it’s the perfect way to illustrate the value your creation would bring to the market, and more importantly, why it’d help your business make more money.</p><p>But business cases aren’t a one-trick pony, used to entice the people controlling the purse strings. No siree. They also give an insight into:</p><ul><li>Problems and opportunities,</li><li>Benefits and risks,</li><li>Cost and resources involved,</li><li>Technical requirements,</li><li>Timescales, and</li><li>The wider impact (i.e. on other business areas).</li></ul><p>It’s not until you and your stakeholders have touched base and assessed the ins and outs of a prospective project before you can make a decision on whether the pros outweigh the cons and make the decision to either press ahead with the next stages, or go back to the drawing board.</p><hr><h2 id="when-to-use-a-business-case">When to use a business case</h2><p>Now we’ve put some flesh on the bone and explained what a business case <em>is</em>, you may be wondering: “When do I need to <em>use </em>a business case?”</p><p>A sensible question, with a simple answer.</p><p>In short, a business case is needed when you need to justify the cost and expenditure of a project. It’s that simple.</p><p>It’s often the case that approval is sought from the project sponsor and other interested parties before you can turn your pipedream into a rousing reality. For instance, the finance function may authorize funds and the IT department provides resources.</p><p>Remember, the experience for one PMM will differ depending on your company. While some of us are lucky enough to work with stakeholders who’ll be more amenable to splashing the cash, others can be a bit of a tight-ass from time to time, and prising pennies from their hands will be like getting blood from a stone.</p><p>That said, if your business case is on point, you’ve got every chance of getting the go-ahead.</p><hr><h2 id="what-to-include-in-a-business-case">What to include in a business case</h2><p>Whether you’re packing your bag for a sun-drenched getaway or getting ready for your annual trip to the grocery store, it can be super-useful to make a checklist, and it’s no different when you’re making a business case.</p><p>Making a business case checklist will ensure you touch all the necessary bases and leave no page unturned:</p><p>Here’s an outline of what to include:</p><h3 id="outline-your-vision-goals-objectives">Outline your vision, goals & objectives</h3><p>You can’t solve a problem if you don’t know what it is, right?</p><p>So, before you start, have a clear idea of what your intentions are, <a href="https://www.productmarketingalliance.com/okrs-the-key-ingredient-when-setting-and-achieving-product-marketing-goals/">what your goals are</a>, what the problem is, and how your product or service will provide a proposed solution.</p><p>In doing so, you’ll be able to form project deliverables.</p><h3 id="meet-with-stakeholders">Meet with stakeholders</h3><p>When you’re working on a project, it’s essential to have everyone pulling in the same direction.</p><p>What better way to win over <a href="https://www.productmarketingalliance.com/how-stakeholders-are-key-to-product-marketing-success/">stakeholders</a> than meet with them?</p><p>Regardless of whether they’re vendors, clients, or departmental leaders, they’ve invested in your project and it’s fundamental to establish what their expectations are.</p><p>After all, it’s impossible to gauge their responses further down the line, if you don’t have a benchmark in place.</p><p>Add to that, <em>nobody </em>likes dealing with The Invisible Man.</p><h3 id="establish-your-specs-requirements">Establish your specs & requirements</h3><p>Every project you undertake needs to have specifications and requirements in place - as is the case when liaising with stakeholders, they’ll help you determine whether your venture is a resounding success or a disappointing flop.</p><p>Remember, these specifications and requirements will change from project to project and are a critical ingredient to your success.</p><p>So, put them in place, establish <a href="https://www.productmarketingalliance.com/essential-product-marketing-okrs-and-metrics/">ways their success can be measured</a>, always report on results, and don’t be steered by vanity metrics. Focus on the good, and the bad, in equal measure.</p><p>Vanity can easily overcome wisdom and usually overtakes common sense.</p><h3 id="create-a-project-plan">Create a project plan</h3><p><em>We love it when a plan comes together.</em></p><p>But before you can stand back and admire your handiwork, you need to put the right steps in place to take your project from A to B.</p><p>For example, suss which tasks you’ll need to complete during your project, as well as how long they’ll take to complete.</p><p>Then, complete a thorough risk management plan and quash any potential obstacles that could materialize.</p><h3 id="form-a-budget-estimation">Form a budget estimation</h3><p>You could have a pioneering idea up your sleeve, but if your<a href="https://www.productmarketingalliance.com/lost-promises-and-blown-marketing-budgets/"> budget</a> requirements aren’t crystal clear when presenting to stakeholders, the likelihood is they’ll run a country mile.</p><p><em>Without </em>giving you the seal of approval.</p><p>Before the powers that be give you the funds you so desperately crave, they’ll want to know how much they’ll be expected to spend, to the cent.</p><p>Your budget estimation must include <em>every </em>detail in terms of the total costs over the period allotted to the project.</p><h3 id="complete-resource-allocation">Complete resource allocation</h3><p>Were you ever told “many hands make light work” growing up?</p><p>Well, the same motif applies to your project. Your project needs to run like a well-oiled machine, to ensure it’s delivered on time and remains on budget.</p><p>Consider the strengths of the members of your team and pool your resources, accordingly. Allocate tasks matching team members’ skills, to ensure you’re left with a product or service to be proud of.</p><h3 id="work-to-a-schedule">Work to a schedule</h3><p>As is always the case, time waits for nobody. Therefore, create a schedule and set high, yet <a href="https://www.productmarketingalliance.com/benefits-of-okrs-transparency/">attainable goals</a> for you and your team to get tasks completed.</p><p>For every day your project overruns, this costs money and could deter stakeholders from investing their trust in you to deliver on time in the future.</p><h3 id="never-fail-to-communicate">Never fail to communicate</h3><p>We’re not one to mince our words: A team void of <a href="https://www.productmarketingalliance.com/are-internal-teams-communicating-effectively/">communication</a> is on a one-way road to failure.</p><p>Schedule regular meetings and check-ins with your team, and also ensure stakeholders aren’t kept in the dark about how the project is progressing.</p><p>If you go quiet, they’ll get twitchy, so shout from the rooftops and instill confidence at every opportunity.</p><h3 id="keep-an-eye-on-progress">Keep an eye on progress</h3><p>A plan needs to be established whereby you can regularly track the progress of your project.</p><p>Have a timeline for where you’d <em>like </em>to be at certain stages, and compare it with a second timeline of where you <em>are</em>.</p><p>If you’re ahead of schedule - fantastic. If you’re slightly behind schedule, you’ll be able to immediately identify what needs to be done to get back on track and steady the ship.</p><p>So there we have it: the bricks for your business case.</p><p>It’s time to build your fortress.</p><hr><h2 id="how-to-build-a-business-case">How to build a business case</h2><p>You know the what, why, and when, now it’s time to delve into the most important part of our business case guide - we’re gonna show you <em>how </em>to put our teachings in place, with our 6-stage synopsis to secure success:</p><h3 id="step-1-executive-summary">Step 1: executive summary</h3><p>The executive summary is a round-up of what’s included in the doc and outlines the core information you want your audience to take away.</p><p>To use a movie analogy, the first scene needs to grip the audience from the get-go and the executive summary is no different; it sets the tone for the rest of the business case, so don’t put in a half-assed effort, hit them with an explosive start that’ll make them take notice.</p><p><em>Yippee ki-yay.</em></p><h3 id="step-2-the-need">Step 2: the need</h3><p>Ever listened to a story for 10-minutes that could quite easily be told in half the time?</p><p><em>Pretty irritating isn’t it?</em></p><p>Let’s be honest, people are impatient and want immediacy. The same dynamic should apply to your business case; your need to tell readers about the problem or opportunity the business case is addressing from the get-go. You can make this section pop and add credence to your claims by adding:</p><ul><li>Research into the economic climate,</li><li><a href="https://www.productmarketingalliance.com/competitive-intelligence-101/">Competitor insights</a>,</li><li><a href="https://www.productmarketingalliance.com/top-12-customer-and-market-research-tools/">Customer/target audience data</a>, and/or</li><li>Internal knowledge.</li></ul><p>Also, be sure to include your benefits - financial <em>and</em> non-financial - by explaining your goals and how they can bring value to the company. For example:</p><ul><li>Increase in profit margin,</li><li>Saving employees’ time,</li><li>Targeting new audiences,</li><li>Responding to customer demand, and</li><li>Improving the business’ digital security.</li></ul><p>The more you can bring to the table, the more of a chance your proposal has of getting signed off by stakeholders.</p><h3 id="step-3-the-process">Step 3: the process</h3><p>Initially, overcoming the business case hurdle needs to be your core focus, and bombarding your audience with too much info isn’t advisable. Nonetheless, it’s certainly worth touching upon:</p><ul><li>What’s needed to deliver the project,</li><li>Who’ll be needed and how long for,</li><li>Which departments will be affected - directly <em>and</em> indirectly, and</li><li>A proposed timeline of events.</li></ul><p>We get it, it can be awkward talking money, but it’s a bridge you need to cross as part of your business case messaging. Stakeholders are seasoned pros, and have worked on multiple projects - they won’t bat an eyelid.</p><p>As always, research and communication are pivotal in gaining a concrete understanding of costs. So, check out your competition, speak to your finance team, and remember the following:</p><ul><li>Don’t lie - Transparency is key, and underestimating costs will come back and bite you on the ass;</li><li>Bargain hunt. There’s no shame in looking for cheap alternatives, so long as you don’t sacrifice quality;</li><li>Document your proposed spending in a thorough document; and</li><li>Predict a realistic post-delivery cash flow projection.</li></ul><h3 id="step-4-assess-the-risks">Step 4: assess the risks</h3><p>We’re sure you’ll be desperate for your proposal to be flawless, but as the saying goes: <em>true perfection has to be imperfect</em>.</p><p>A risk assessment will enable you to address any flaws in your plan before they spiral out of control and stop your project in its tracks.</p><p>Ask yourself:</p><ul><li>What risks are involved?</li><li>If they were to occur, what effect would they have?</li><li>How could you mitigate risk?</li><li>How will you deal with risk if it emerges?</li></ul><p><strong>Key takeaway:</strong> Honesty is the best policy.</p><h3 id="step-5-the-alternatives">Step 5: the alternatives</h3><p>In many instances, there are alternatives on the market addressing the same customer need; while Pepsi may be in Coke’s shadow, it still quenches thirst; Xbox and Playstation both provide platforms for computer entertainment.</p><p>The list is endless.</p><p>Your business case needs to address any potential doubts about better ways to achieve the same outcome as your offering and to help, we’ve narrowed the process down for you:</p><ol><li>Make a note of each alternative option.</li><li>For each option jot down its:</li></ol><ul><li>Benefits,</li><li>Costs,</li><li>Feasibility,</li><li>Risks and issues.</li></ul><p>3. Rank your alternatives from best to worst.</p><p>When you’re ranking, there’s no right or wrong, per se. If you’re struggling for a starting point, score each on a scale of 1-10 based on factors such as costs and benefits.</p><h3 id="step-6-project-progress">Step 6: project progress</h3><p>We know we’ve already mentioned this, and make no apologies for repeating ourselves like a broken record - you <em>must </em>track the progress of your project.</p><p>Don’t set yourself up for failure and set unrealistic expectations and targets. Not only will this make you look bad when you can’t deliver, but you’ll also get under the skin of the powers that be.</p><p>Instead, sit with your team, thrash out a plan, and smash it outta the park.</p><p>You’ve got this. 👍</p><h2 id="want-to-learn-more">Want to learn more?</h2><p>Market research is an invaluable part of not just product marketing, but the overall organizational function. It helps us to understand what prompts the customer to purchase products within the market and, ultimately, identify how we can position our products in such a way that they stand out from the crowd. </p><p>Our <a href="https://certified.productmarketingalliance.com/p/market-research-certified?ref=productmarketingalliance.com">Market Research Certified: Masters</a> course has been designed to help you streamline your approach for success. By the end of this course you’ll: </p><p>🧠 Understand the importance and benefits of research for making the most impactful and strategic decisions.</p><p>🧐 Know about the different types of data and where best to source it.</p><p>🔬 Be aware of the best research methods available for conducting valuable data for your company.</p><p>✌️ Be able to consider the ethical implications of market research and data collection.</p><p>So what are you waiting for?</p>  <a class="button primary" href="https://learning.productmarketingalliance.com/on-demand/market-research-certified?ref=productmarketingalliance.com" target="_blank" style=" display: block; width: 300px; height: 50px; padding:1rem 2rem; margin:1rem auto; background:#ff5d4c; color:#fff;"> Get Market Research Certified </a>  <p><br><br></p><p></p>  <div id="bottomAdsContainer">  <div id='div-gpt-ad-1708431292086-0' style='min-width: 580px; min-height: 400px;'> <script> googletag.cmd.push(function() { googletag.display('div-gpt-ad-1708431292086-0'); }); </script> </div>  <div id='div-gpt-ad-1708431360026-0' style='min-width: 240px; min-height: 400px;'> <script> googletag.cmd.push(function() { googletag.display('div-gpt-ad-1708431360026-0'); }); </script> </div> </div> </div> <div class="right-sidebar"> <div class="sticky-container"> <div class="subscribe-container"> <img class="insider-logo" src="/assets/img/insider-subscribe-now-free.svg"/> <img class="success-insider-logo" src="/assets/img/Star.svg"/> <p class="title">Product marketing insider</p> <p class="success-title">Thank you for subscribing</p> <p class="description">Level up your product marketing career & network with product marketing experts.</p> <p class="success-description">An email has been successfully sent to confirm your subscription.</p> <form data-members-form="subscribe"> <input data-members-label type="hidden" value="Early Adopters" /> <input placeholder="Your email address" data-members-email type="email" required="true"/> <button type="submit">Subscribe</button> <p class="error-message">Ops! Something went wrong!</p> </form> </div> <a target="_blank" href="https://www.linkedin.com/school/product-marketing-alliance/" class="follow-us-on-linkedin"> <img src="https://pma-assets-external.ams3.cdn.digitaloceanspaces.com/Janrey-test/linkedin-white.svg"/>Follow us on LinkedIn</a> <div id="rightAdsContainer">   <div id='div-gpt-ad-1708431206267-0' style='min-width: 240px; min-height: 400px;'> <script> googletag.cmd.push(function() { googletag.display('div-gpt-ad-1708431206267-0'); }); </script> </div> </div> </div> </div> </div> </div> <div class="tags-mobile"> <span class="tags-title">Tags</span> <div class="post-tags"> <a class="post-tag-item" tag-slug="articles" href="/content-hub?filter=articles"> Articles </a> </div> </div> <section class="resources-section"> <div class="container"> <div class="resources-section__inner"> <div class="resources-header"> <div class="resources-sec__title"> <h2>Related</h2> <span class="text-primary-coral-gradient"> Customer & Market Research </span> </div> <a href="/content-hub?filter=customer-market-research" class="resources-see-all">See all Customer & Market Research</a> </div> <aside id="related-content-container" class="read-next"> </aside> </div> </div> </section> </main> <div id="postCard"> <article class="post-card"> <a class="post-card-image-link" href="/how-to-create-business-case-messaging/"> <img class="post-card-image" src="/content/images/size/w600/2020/09/PMA_Framework_Graphics_8.jpg" alt="How to build a business case and get your idea approved" /> </a> <div class="post-card-content"> <a class="post-card-content-link" href="/how-to-create-business-case-messaging/"> <header class="post-card-header"> <span class="post-primary-tag" style="border-color: ; color: ;" >Customer & Market Research </span> <span class="post-secondary-tag hidden" style="border-color: #F0AB21; color: #F0AB21;" >Sponsored </span> <h2 class="post-card-title">How to build a business case and get your idea approved</h2> </header> </a> <footer class="post-card-meta"> <span class="post-date">April 08, 2022 </span><span class="card_read_time">10 mins</span> </footer> </div> </article> </div> <script> const primaryTag = `customer-market-research`; const postId = `61ecc419aec9fc003b524767`; let sponsored = ''; </script> <script> sponsored = `membership`; </script> <div class="floating-header"> <div class="floating-header-container"> <div class="floating-header-logo"> <a href="https://www.productmarketingalliance.com"> <img src="/content/images/size/w100/2024/08/android-chrome-512x512-1.png" alt="Product Marketing Alliance icon" /> </a> </div> <div class="floating-header-title">How to build a business case and get your idea approved</div> <div class="floating-header-share"> <span class="share-label">Share:</span> <a target="_blank" href="#" class="linkedin"></a> <a target="_blank" href="#" class="twitter"></a> <a target="_blank" href="#" class="facebook"></a> <a class="copy-link"> <div id="tooltip" class="hidden">Copied!</div> </a> </div> </div> <progress id="reading-progress" class="progress" value="0"> <div class="progress-container"> <span class="progress-bar"></span> </div> </progress> </div> <script> //update linkedin link const linkedinEl = document.querySelector(".linkedin"); linkedinEl.href = `https://www.linkedin.com/shareArticle?url=${window.location.origin}/how-to-create-business-case-messaging/`; //update twitter link const twitterEl = document.querySelector(".twitter"); twitterEl.href = `https://twitter.com/share?url=${window.location.origin}/how-to-create-business-case-messaging/`; //update facebook link const facebookEl = document.querySelector(".facebook"); facebookEl.href = `https://www.facebook.com/sharer.php?u=${window.location.origin}/how-to-create-business-case-messaging/`; </script> <script src="https://unpkg.com/@tryghost/content-api@1.11.17/umd/content-api.min.js" ></script> <script src="https://www.productmarketingalliance.com/assets/js/api.js?v=40a0ffb3ca"></script> <script src="https://www.productmarketingalliance.com/assets/js/blockadblock.min.js?v=40a0ffb3ca"></script> <script src="https://www.productmarketingalliance.com/assets/js/tooltip.js?v=40a0ffb3ca"></script>  <link rel="stylesheet" href="https://cdnjs.cloudflare.com/ajax/libs/tocbot/4.11.1/tocbot.css" />  <script src="https://cdnjs.cloudflare.com/ajax/libs/tocbot/4.11.1/tocbot.min.js"></script> <script src="https://www.productmarketingalliance.com/assets/js/posts.js?v=40a0ffb3ca"></script> <div class="footer"> <div class="footer-wrapper"> <div class="site-footer-content"> <div class="site-footer-content-logo"> <a href="/"> <img src="https://www.productmarketingalliance.com/assets/img/PMA%20FULL%20LOGO%20PRIMARY%20(ON%20BLACK).svg?v=40a0ffb3ca"/> </a> </div> <div class="site-footer-content-title"> Product Marketing Alliance was founded in February 2019 with a mission of uniting product marketers across the globe. And it did just that. </div> <div class="site-footer-content-description"> Let’s elevate product marketing together. </div> </div> <div class="site-footer-social social-links"> <a href="https://www.linkedin.com/company/product-marketing-alliance" target="_blank"><?xml version="1.0" encoding="utf-8"?>  <svg version="1.1" xmlns="http://www.w3.org/2000/svg" xmlns:xlink="http://www.w3.org/1999/xlink" x="0px" y="0px" viewBox="0 0 20 20" style="enable-background:new 0 0 20 20;" xml:space="preserve"> <g> <g> <path class="st0" d="M18.5,0h-17C0.7,0,0,0.6,0,1.4v17.1C0,19.4,0.7,20,1.5,20h17c0.8,0,1.5-0.6,1.5-1.4V1.4C20,0.6,19.3,0,18.5,0 z M5.9,17H3V7.5h3V17z M4.4,6.2c-1,0-1.7-0.8-1.7-1.7c0-0.9,0.8-1.7,1.7-1.7c0.9,0,1.7,0.8,1.7,1.7C6.2,5.4,5.4,6.2,4.4,6.2z M17,17h-3v-4.6c0-1.1,0-2.5-1.5-2.5c-1.5,0-1.8,1.2-1.8,2.5V17h-3V7.5h2.8v1.3h0c0.4-0.8,1.4-1.5,2.8-1.5c3,0,3.6,2,3.6,4.5V17z" /> </g> </g> </svg> </a> <a href="https://twitter.com/PMMalliance" target="_blank"><?xml version="1.0" encoding="iso-8859-1"?> <svg viewBox="0 0 24 24" aria-hidden="true" class="r-18jsvk2 r-4qtqp9 r-yyyyoo r-16y2uox r-8kz0gk r-dnmrzs r-bnwqim r-1plcrui r-lrvibr r-lrsllp"> <g> <path d="M18.244 2.25h3.308l-7.227 8.26 8.502 11.24H16.17l-5.214-6.817L4.99 21.75H1.68l7.73-8.835L1.254 2.25H8.08l4.713 6.231zm-1.161 17.52h1.833L7.084 4.126H5.117z"> </path> </g> </svg></a> <a href="https://www.facebook.com/productmarketingalliance/"><?xml version="1.0" encoding="iso-8859-1"?>  <svg version="1.1" id="Capa_1" xmlns="http://www.w3.org/2000/svg" xmlns:xlink="http://www.w3.org/1999/xlink" x="0px" y="0px" viewBox="0 0 10.385 20" style="enable-background:new 0 0 10.385 20;" xml:space="preserve"> <g> <path id="f_1_" d="M6.742,20v-9.122h3.061l0.459-3.556h-3.52v-2.27c0-1.029,0.285-1.731,1.762-1.731 l1.882-0.001V0.139C10.06,0.097,8.943,0,7.643,0C4.928,0,3.07,1.657,3.07,4.699v2.622H0v3.556h3.07V20H6.742z"/> </g> </svg> </a> <a href="https://www.youtube.com/channel/UCzvoAoVXV9PDK8j3NdPURnw"> <svg id="Layer_1" data-name="Layer 1" xmlns="http://www.w3.org/2000/svg" viewBox="0 0 176 124"><defs><style>.cls-1{fill:#fff;}</style></defs><path class="cls-1" d="M180.32,53.36A22.12,22.12,0,0,0,164.76,37.7C151,34,96,34,96,34s-55,0-68.76,3.7A22.12,22.12,0,0,0,11.68,53.36C8,67.18,8,96,8,96s0,28.82,3.68,42.64A22.12,22.12,0,0,0,27.24,154.3C41,158,96,158,96,158s55,0,68.76-3.7a22.12,22.12,0,0,0,15.56-15.66C184,124.82,184,96,184,96S184,67.18,180.32,53.36ZM78,122.17V69.83L124,96Z" transform="translate(-8 -34)"/></svg> </a> <a href="https://www.pinterest.co.uk/productmarketingalliance/" target="_blank"><svg xmlns="http://www.w3.org/2000/svg" viewBox="0 0 24 24" width="24" height="24"> <path d="M12 2.04c-5.52 0-9.96 4.44-9.96 9.96 0 3.92 2.28 7.28 5.64 8.76-.08-.76-.16-1.92.04-2.76.2-.84 1.32-5.64 1.32-5.64s-.32-.68-.32-1.68c0-1.56.92-2.72 2.08-2.72.96 0 1.44.72 1.44 1.56 0 .96-.6 2.4-.92 3.72-.24 1.04.48 1.88 1.44 1.88 1.72 0 3-1.8 3-4.4 0-2.28-1.64-3.88-3.96-3.88-2.72 0-4.32 2.04-4.32 4.16 0 .84.32 1.72.72 2.2.08.08.08.16.08.32-.08.36-.24 1.16-.28 1.32-.04.16-.12.24-.28.16-1.04-.4-1.68-1.64-1.68-3.32 0-2.4 2-5.28 6-5.28 3.2 0 5.32 2.28 5.32 4.76 0 3.32-1.84 5.76-4.56 5.76-1.08 0-2.12-.6-2.48-1.28 0 0-.56 2.16-.68 2.64-.28 1.08-1 2.44-1.48 3.28 1.12.36 2.32.56 3.56.56 5.52 0 9.96-4.44 9.96-9.96 0-5.52-4.44-9.96-9.96-9.96z"/> </svg></a> <a href="https://www.instagram.com/pmmalliance/"><?xml version="1.0" encoding="utf-8"?>  <svg version="1.1" id="Logo" xmlns="http://www.w3.org/2000/svg" xmlns:xlink="http://www.w3.org/1999/xlink" x="0px" y="0px" viewBox="0 0 512 512" style="enable-background:new 0 0 512 512;" xml:space="preserve"> <g> <path d="M256,49.47c67.27,0,75.23,0.26,101.8,1.47c24.56,1.12,37.9,5.22,46.78,8.67c11.76,4.57,20.15,10.03,28.97,18.84 c8.82,8.82,14.28,17.21,18.84,28.97c3.45,8.88,7.55,22.22,8.67,46.78c1.21,26.56,1.47,34.53,1.47,101.8s-0.26,75.23-1.47,101.8 c-1.12,24.56-5.22,37.9-8.67,46.78c-4.57,11.76-10.03,20.15-18.84,28.97c-8.82,8.82-17.21,14.28-28.97,18.84 c-8.88,3.45-22.22,7.55-46.78,8.67c-26.56,1.21-34.53,1.47-101.8,1.47s-75.24-0.26-101.8-1.47c-24.56-1.12-37.9-5.22-46.78-8.67 c-11.76-4.57-20.15-10.03-28.97-18.84c-8.82-8.82-14.28-17.21-18.84-28.97c-3.45-8.88-7.55-22.22-8.67-46.78 c-1.21-26.56-1.47-34.53-1.47-101.8s0.26-75.23,1.47-101.8c1.12-24.56,5.22-37.9,8.67-46.78c4.57-11.76,10.03-20.15,18.84-28.97 c8.82-8.82,17.21-14.28,28.97-18.84c8.88-3.45,22.22-7.55,46.78-8.67C180.77,49.73,188.73,49.47,256,49.47 M256,4.08 c-68.42,0-77,0.29-103.87,1.52c-26.81,1.22-45.13,5.48-61.15,11.71c-16.57,6.44-30.62,15.05-44.62,29.06 C32.36,60.37,23.74,74.42,17.3,90.98c-6.23,16.02-10.49,34.34-11.71,61.15C4.37,179,4.08,187.58,4.08,256 c0,68.42,0.29,77,1.52,103.87c1.22,26.81,5.48,45.13,11.71,61.15c6.44,16.57,15.05,30.62,29.06,44.62 c14.01,14.01,28.05,22.62,44.62,29.06c16.02,6.23,34.34,10.49,61.15,11.71c26.87,1.23,35.45,1.52,103.87,1.52s77-0.29,103.87-1.52 c26.81-1.22,45.13-5.48,61.15-11.71c16.57-6.44,30.62-15.05,44.62-29.06c14.01-14.01,22.62-28.05,29.06-44.62 c6.23-16.02,10.49-34.34,11.71-61.15c1.23-26.87,1.52-35.45,1.52-103.87s-0.29-77-1.52-103.87c-1.22-26.81-5.48-45.13-11.71-61.15 c-6.44-16.57-15.05-30.62-29.06-44.62c-14.01-14.01-28.05-22.62-44.62-29.06c-16.02-6.23-34.34-10.49-61.15-11.71 C333,4.37,324.42,4.08,256,4.08L256,4.08z"/> <path d="M256,126.64c-71.45,0-129.36,57.92-129.36,129.36S184.55,385.36,256,385.36S385.36,327.45,385.36,256 S327.45,126.64,256,126.64z M256,339.97c-46.38,0-83.97-37.6-83.97-83.97s37.6-83.97,83.97-83.97c46.38,0,83.97,37.6,83.97,83.97 S302.38,339.97,256,339.97z"/> <circle cx="390.48" cy="121.52" r="30.23"/> </g> </svg> </a> <a href="https://www.tiktok.com/@pm_alliance?lang=en"><svg xmlns="http://www.w3.org/2000/svg" width="16" height="16" fill="currentColor" class="bi bi-tiktok" viewBox="0 0 16 16"> <path d="M9 0h1.98c.144.715.54 1.617 1.235 2.512C12.895 3.389 13.797 4 15 4v2c-1.753 0-3.07-.814-4-1.829V11a5 5 0 1 1-5-5v2a3 3 0 1 0 3 3z"/> </svg></a> <a href="/join-slack"><?xml version="1.0" encoding="utf-8"?>  <svg version="1.1" id="Layer_1" xmlns="http://www.w3.org/2000/svg" xmlns:xlink="http://www.w3.org/1999/xlink" x="0px" y="0px" viewBox="0 0 122.8 122.8" style="enable-background:new 0 0 122.8 122.8;" xml:space="preserve"> <g> <g> <path class="st0" d="M25.8,77.6c0,7.1-5.8,12.9-12.9,12.9S0,84.7,0,77.6c0-7.1,5.8-12.9,12.9-12.9h12.9V77.6z"/> <path class="st0" d="M32.3,77.6c0-7.1,5.8-12.9,12.9-12.9s12.9,5.8,12.9,12.9v32.3c0,7.1-5.8,12.9-12.9,12.9s-12.9-5.8-12.9-12.9 C32.3,109.9,32.3,77.6,32.3,77.6z"/> </g> <g> <path class="st0" d="M45.2,25.8c-7.1,0-12.9-5.8-12.9-12.9S38.1,0,45.2,0s12.9,5.8,12.9,12.9v12.9H45.2z"/> <path class="st0" d="M45.2,32.3c7.1,0,12.9,5.8,12.9,12.9s-5.8,12.9-12.9,12.9H12.9C5.8,58.1,0,52.3,0,45.2s5.8-12.9,12.9-12.9 C12.9,32.3,45.2,32.3,45.2,32.3z"/> </g> <g> <path class="st0" d="M97,45.2c0-7.1,5.8-12.9,12.9-12.9c7.1,0,12.9,5.8,12.9,12.9s-5.8,12.9-12.9,12.9H97V45.2z"/> <path class="st0" d="M90.5,45.2c0,7.1-5.8,12.9-12.9,12.9c-7.1,0-12.9-5.8-12.9-12.9V12.9C64.7,5.8,70.5,0,77.6,0 c7.1,0,12.9,5.8,12.9,12.9V45.2z"/> </g> <g> <path class="st0" d="M77.6,97c7.1,0,12.9,5.8,12.9,12.9c0,7.1-5.8,12.9-12.9,12.9c-7.1,0-12.9-5.8-12.9-12.9V97H77.6z"/> <path class="st0" d="M77.6,90.5c-7.1,0-12.9-5.8-12.9-12.9c0-7.1,5.8-12.9,12.9-12.9h32.3c7.1,0,12.9,5.8,12.9,12.9 c0,7.1-5.8,12.9-12.9,12.9H77.6z"/> </g> </g> </svg> </a> <a href="https://feedly.com/i/subscription/feed/https://www.productmarketingalliance.com/rss/" title="RSS" target="_blank" rel="noopener"><svg xmlns="http://www.w3.org/2000/svg" viewBox="0 0 24 24"><circle cx="6.18" cy="17.82" r="2.18"/><path d="M4 4.44v2.83c7.03 0 12.73 5.7 12.73 12.73h2.83c0-8.59-6.97-15.56-15.56-15.56zm0 5.66v2.83c3.9 0 7.07 3.17 7.07 7.07h2.83c0-5.47-4.43-9.9-9.9-9.9z"/></svg> </a> </div> <div class="site-footer-links"> <div class="site-footer-links-title"> ABOUT </div> <ul role="menu"> <li class="nav-home nav-current" role="menuitem"><a href="/contributor-guide">Contribute</a></li> <li class="nav-tag" role="menuitem"><a href="/calling-all-sponsors-or-partners">Media Guide</a></li> <li class="nav-advisory-board" role="menuitem"><a href="/meet-the-ambassadors">Ambassadors</a></li> <li class="nav-advisory-board" role="menuitem"><a href="/privacypolicy">Privacy Policy</a></li> <li class="nav-advisory-board" role="menuitem"><a href="/terms-conditions">Terms of Service</a></li> <li class="nav-advisory-board" role="menuitem"><a href="/help-centre/">Help Centre</a></li> </ul> </div> <div class="site-footer-links"> <div class="site-footer-links-title"> RESOURCES </div> <ul role="menu"> <li class="nav-home nav-current" role="menuitem"><a href="https://media.thealliance.io/podcasts/?filter=podcast-filter-community-pma" target="_blank">Podcasts</a></li> <li class="nav-tag" role="menuitem"><a href="/product-marketing-resources">Reports</a></li> <li class="nav-advisory-board" role="menuitem"><a href="https://tools.productmarketingalliance.com/" target="_blank">Product marketing tools</a></li> <li class="nav-advisory-board" role="menuitem"><a href="https://community.productmarketingalliance.com/c/ama/" target="_blank">AMAs</a></li> </ul> </div> <div class="site-footer-links"> <div class="site-footer-links-title"> GENERAL </div> <ul role="menu"> <li class="nav-home nav-current" role="menuitem"><a href="https://certified.productmarketingalliance.com/" target="_blank">Product Marketing Certification</a></li> <li class="nav-tag" role="menuitem"><a href="https://productmarketingworld.com/" target="_blank">Events</a></li> <li class="nav-advisory-board" role="menuitem"><a href="/signup/" target="_blank">Membership</a></li> <li class="nav-advisory-board" role="menuitem"><a href="https://productmarketingalliance.com/join-slack/" target="_blank">Community</a></li> </ul> </div> <div class="site-footer-categories"> <div class="site-footer-categories-title"> Learn </div> <a href="https://productmarketingalliance.com/product-marketing/">Product marketing </a> <a href="https://productmarketingalliance.com/positioning-messaging/">Positioning & messaging </a> <a href="https://productmarketingalliance.com/customer-and-market-research/">Customer & market research </a> <a href="https://productmarketingalliance.com/okrs/">OKRs</a> <a href="https://productmarketingalliance.com/personas/">Personas </a> <a href="https://productmarketingalliance.com/go-to-market/">Go-to-market</a> <a href="https://productmarketingalliance.com/sales-enablement/">Sales enablement </a> <a href="https://productmarketingalliance.com/competitor-analysis/">Competitor analysis </a> </div> </div> </div> </div>  <script> var images = document.querySelectorAll('.kg-gallery-image img'); images.forEach(function (image) { var container = image.closest('.kg-gallery-image'); var width = image.attributes.width.value; var height = image.attributes.height.value; var ratio = width / height; container.style.flex = ratio + ' 1 0%'; }) </script> <script> var beamer_config = { product_id : 'VpCJznoZ11817', selector : '.nav-whats-new' }; </script> <script type="text/javascript" src="https://app.getbeamer.com/js/beamer-embed.js" async="async"></script> <script> if (document.querySelector('.nav-amas a')) { document.querySelector('.nav-amas a').setAttribute('target', '_blank'); } </script> <script type="text/javascript"> _linkedin_partner_id = "1961665"; window._linkedin_data_partner_ids = window._linkedin_data_partner_ids || []; window._linkedin_data_partner_ids.push(_linkedin_partner_id); </script><script type="text/javascript"> (function(){var s = document.getElementsByTagName("script")[0]; var b = document.createElement("script"); b.type = "text/javascript";b.async = true; b.src = "https://snap.licdn.com/li.lms-analytics/insight.min.js"; s.parentNode.insertBefore(b, s);})(); </script> <noscript> <img height="1" width="1" style="display:none;" alt="" src="https://px.ads.linkedin.com/collect/?pid=1961665&fmt=gif" /> </noscript> <link rel="alternate" hreflang="en" href="https://productmarketingalliance.com"> <link rel="alternate" hreflang="es" href="https://es.productmarketingalliance.com"> <link rel="alternate" hreflang="zh" href="https://zh.productmarketingalliance.com"> <link rel="alternate" hreflang="fr" href="https://fr.productmarketingalliance.com"> <link rel="alternate" hreflang="de" href="https://de.productmarketingalliance.com"> <link rel="alternate" hreflang="pt-br" href="https://br.productmarketingalliance.com"> <link rel="alternate" hreflang="ru" href="https://ru.productmarketingalliance.com"> <link rel="alternate" hreflang="pt" href="https://pt.productmarketingalliance.com"> <link rel="alternate" hreflang="nl" href="https://nl.productmarketingalliance.com"> <link rel="alternate" hreflang="it" href="https://it.productmarketingalliance.com"> <link rel="alternate" hreflang="ja" href="https://ja.productmarketingalliance.com"> <script type="text/javascript" src="https://cdn.weglot.com/weglot.min.js"></script> <script> Weglot.initialize({ api_key: 'wg_6e5d1347c83efd986c74eb201185a3d55', cache: false }); </script> <style> .wg-default .country-selector { left: 0; right: auto; } @media (max-width: 650px) { .wg-default .country-selector { bottom: 35px; } } </style> <style> .w-popover-overlay-root { z-index: 999999999999; position: relative; } </style> <script> if (window.location.pathname === '/articles/') { document.title = 'Product marketing articles | Product Marketing Alliance'; } </script>  <script> !function (w, d, t) { w.TiktokAnalyticsObject=t;var ttq=w[t]=w[t]||[];ttq.methods=["page","track","identify","instances","debug","on","off","once","ready","alias","group","enableCookie","disableCookie"],ttq.setAndDefer=function(t,e){t[e]=function(){t.push([e].concat(Array.prototype.slice.call(arguments,0)))}};for(var i=0;i<ttq.methods.length;i++)ttq.setAndDefer(ttq,ttq.methods[i]);ttq.instance=function(t){for(var e=ttq._i[t]||[],n=0;n<ttq.methods.length;n++ )ttq.setAndDefer(e,ttq.methods[n]);return e},ttq.load=function(e,n){var i="https://analytics.tiktok.com/i18n/pixel/events.js";ttq._i=ttq._i||{},ttq._i[e]=[],ttq._i[e]._u=i,ttq._t=ttq._t||{},ttq._t[e]=+new Date,ttq._o=ttq._o||{},ttq._o[e]=n||{};n=document.createElement("script");n.type="text/javascript",n.async=!0,n.src=i+"?sdkid="+e+"&lib="+t;e=document.getElementsByTagName("script")[0];e.parentNode.insertBefore(n,e)}; ttq.load('CJB0LHJC77U6MVP8DF70'); ttq.page(); }(window, document, 'ttq'); </script>  <script src="https://cdn.prosperstack.com/flow/2.2.1/flow.min.js"></script> <script type="text/javascript" src="https://www.productmarketingalliance.com/assets/built/jquery.js?v=40a0ffb3ca" ></script> <script type="text/javascript" src="https://www.productmarketingalliance.com/assets/built/jquery.fitvids.js?v=40a0ffb3ca" ></script> <script type="text/javascript" src="https://www.productmarketingalliance.com/assets/built/ghost-lunr.js?v=40a0ffb3ca" defer></script> <script type="text/javascript" src="https://www.productmarketingalliance.com/assets/js/prosperstack.js?v=40a0ffb3ca" defer></script> <script type="text/javascript" src="https://www.productmarketingalliance.com/assets/js/search.js?v=40a0ffb3ca" defer></script> <script> // NOTE: Scroll performance is poor in Safari // - this appears to be due to the events firing much more slowly in Safari. // Dropping the scroll event and using only a raf loop results in smoother // scrolling but continuous processing even when not scrolling $(document).ready(function () { // Start fitVids var $postContent = $("body"); $postContent.fitVids(); // End fitVids var progressBar = document.querySelector('#reading-progress'); var header = document.querySelector('.floating-header'); var title = document.querySelector('.post-full-title'); var lastScrollY = window.scrollY; var lastWindowHeight = window.innerHeight; var lastDocumentHeight = $(document).height(); var ticking = false; function onScroll() { lastScrollY = window.scrollY; requestTick(); } function onResize() { lastWindowHeight = window.innerHeight; lastDocumentHeight = $(document).height(); requestTick(); } function requestTick() { if (!ticking) { requestAnimationFrame(update); } ticking = true; } function update() { if (!title) return; var trigger = title.getBoundingClientRect().top + window.scrollY; var triggerOffset = title.offsetHeight + 35; var progressMax = lastDocumentHeight - lastWindowHeight; // show/hide floating header if (lastScrollY >= trigger + triggerOffset) { header.classList.add('floating-active'); } else { header.classList.remove('floating-active'); } progressBar.setAttribute('max', progressMax); progressBar.setAttribute('value', lastScrollY); ticking = false; } window.addEventListener('scroll', onScroll, { passive: true }); window.addEventListener('resize', onResize, false); update(); var getHiddenUpgrade = document.querySelector('.hidden-upgrade'); if (getHiddenUpgrade && isHiddenUpgradeVisible) getHiddenUpgrade.style.display = 'block'; }); </script> <script> window.intercomSettings = { app_id: "ihx5j8jg", 'Which Community': 'PMA', user_type: "pma" }; </script> <script>!function(o,i){window.provesrc&&window.console&&console.error&&console.error("ProveSource is included twice in this page."),provesrc=window.provesrc={dq:[],display:function(){this.dq.push(arguments)}},o._provesrcAsyncInit=function(){provesrc.init({apiKey:"eyJhbGciOiJIUzI1NiIsInR5cCI6IkpXVCJ9.eyJhY2NvdW50SWQiOiI1ZWEyZTczNTRjNDQ0ZDQ1NzU0OWRhYWUiLCJpYXQiOjE1ODc3MzQzMjZ9.3BTkc-xMOUGxjeDJV_LuZh_FJ956iGxKa9mZGF4TRMA",v:"0.0.4"})};var r=i.createElement("script");r.type="text/javascript",r.async=!0,r["ch"+"ar"+"set"]="UTF-8",r.src="https://cdn.provesrc.com/provesrc.js";var e=i.getElementsByTagName("script")[0];e.parentNode.insertBefore(r,e)}(window,document);</script> <script> (function(){var w=window;var ic=w.Intercom;if(typeof ic==="function"){ic('reattach_activator');ic('update',w.intercomSettings);}else{var d=document;var i=function(){i.c(arguments);};i.q=[];i.c=function(args){i.q.push(args);};w.Intercom=i;var l=function(){var s=d.createElement('script');s.type='text/javascript';s.async=true;s.src='https://widget.intercom.io/widget/ihx5j8jg';var x=d.getElementsByTagName('script')[0];x.parentNode.insertBefore(s,x);};if(w.attachEvent){w.attachEvent('onload',l);}else{w.addEventListener('load',l,false);}}})(); </script> <script type="text/javascript" src="https://widget.trustpilot.com/bootstrap/v5/tp.widget.bootstrap.min.js" async></script>  </body> </html>

CINXE.COM

How to build a business case