Building a business case can be daunting. In a time of economic uncertainty, having one quickly available is table stakes for any deal. And it’s not just prospects who are asking to see one. As buying groups grow, even current clients now need to show proof points that the investment they made last year or two years ago was worthwhile.
Marketers feel this pull to show proof points too. A 2023 Forrester Decisions Marketing Survey found that over half of B2B marketers said that “content performance effectiveness (content management, metadata, linking content to business value, measuring content ROI)” is their top priority in 2023. Additionally, high-performing marketers are 18% more likely than low performers to state this as a top priority.
But how can organizations ensure that their marketing and sales teams are creating business cases that are going to get the buy-in of all the stakeholders? Or, a better question might be, how can organizations quickly upskill their teams to drive desired outcomes?
Enter the Forrester Certification course: Building Winning Business Cases.
This course from Forrester helps learners understand what information and skills they need to create a business value case study, based on the Total Economic Impact™ (TEI) methodology from Forrester — the same one Forrester uses to help our clients demonstrate a consistent, proven, and repeatable way to justify technology investments. A business value case study based on TEI goes beyond the typical total cost of ownership (TCO) and return on investment (ROI) analyses to account for both risk and flexibility in investments.
In this self-paced online course, learners will:
- Gain an understanding of the TEI methodology through microlearning.
- Apply Forrester’s business value research to practical projects.
- Learn how to align key stakeholders to the TEI methodology.
- Get a tangible artifact (a rough draft of a business case) to bring back into the organization.
- Earn a Forrester certification.
A recent participant shared this feedback upon the completion of the course:
[The Building Winning Business Cases course] helped us to create a business case template for our entire agency. We walked away with best-in-class elements of what needs to be in there.
In an uncertain economy, many go-to-market teams are being asked to do more with less. Make the investment in your company, your team, and yourself by learning how to craft and deliver a consistent, compelling, metrics-backed narrative that spurs action with the Building Winning Business Cases course.
New cohort classes begin every month. Register today!