Establish the foundation for your ROI model — audience, framing, and investment details
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Kellogg research: AEs who present a quantified business case close 40% faster and at 35% higher ASP. Never let the Economic Buyer calculate ROI themselves — they'll be conservative.
🏢 Deal Overview
📋 Business Case Framing
Current State Baseline
Document the measurable cost of the problem today — the foundation of your ROI model
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The most credible business cases use the customer's own numbers, not your estimates. Fill in what they've told you, and mark anything you're estimating.
⏱ Time & Labor Costs
Hours per week spent on [manual process]
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Annual labor cost @ avg $80/hr
Number of FTEs involved in this process
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Fully-loaded cost estimate
Hours per month on rework / corrections
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Annual rework cost
💸 Revenue & Business Impact
Revenue lost / delayed per quarter due to problem
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Annual revenue impact
Deals lost to competitors due to this gap
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@ avg deal size $150K
⚠️ Risk & Compliance Costs
Annual cost of compliance / regulatory risk exposure
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Risk-adjusted estimate
Annual cost of errors / incidents related to problem
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Direct incident costs
🎤 Customer-Stated Impact
ROI Model — Future State
Model the value your solution delivers — conservatively. Let the numbers speak.
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Use conservative estimates. If the ROI is compelling on conservative numbers, the business case is solid. Over-promising undermines trust.
$0
Cost Reduction
$0
Revenue Impact
$0
Risk Avoidance
$0
Total Annual Value
💰 Cost Reduction Benefits
Labor hours eliminated per week
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@ $80/hr loaded cost
FTE reduction or redeployment
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@ $120K fully-loaded
Rework / error correction cost eliminated ($)
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Annual savings
Other cost reductions (tooling, overhead) ($)
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Annual savings
📈 Revenue Impact
Additional deals won per year (with solution)
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@ avg deal size
Average deal size ($)
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Matches current avg
Revenue recovered from reduced churn ($)
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Annual retention value
Upsell / expansion revenue unlocked ($)
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Annual expansion value
🛡 Risk Avoidance
Compliance / regulatory risk reduced ($)
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Risk-adjusted annual value
Security / data risk reduction ($)
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Risk-adjusted annual value
⏱ Payback Period
Total Investment ($)
Total Annual Value
$0
Payback Period
— months
ROI Ratio
—
For every $1 invested, you get $X back in year 1
📊 Target State KPIs
Executive Business Case
Customer-ready document — share directly with the Economic Buyer
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Complete the ROI model and click "Generate Business Case"