Better Business Cases
It's Never the Money
Tom Williams · · 7 min read
Why every business case needs to include a change management plan. Budget is never the real objection. Risk is. Cover it and you win.
Read article →What we’ve learned about building the case for change.
Articles, guides, a book and conversations, for sales leaders and the sellers on their teams.
Guides and tools.
- Report
Selling to PE-owned software companies
Which firms own which B2B software companies, how hands-on each is, and where the buying decision sits.
Read the report → - Tool
The business case diagnostic
Six dimensions, about two minutes, and a short list of what to fix first.
Take the diagnostic → - Book
Slightly More Efficient Selling / Buying
Tom Williams on how buyers and sellers work a problem together. The thinking behind Supercase.
About the book →
From the blog.
See all posts →
Sales Methodology
Build vs. Buy: Own the Convo
Tom Williams · · 10 min read
The Build vs. Buy conversation is the perfect opportunity to stand out, build trust, and start proving you offer real value. Don't let it slip from your grasp.
Read article →
Podcast
Arm Your Buyer Champion to Win CFO Approval
Aaron Bean · · 30 min
Aaron Bean joins Casey Cheshire to unpack why buyer indecision, not competitor products, loses 61% of B2B deals, and how arming internal champions with CFO-credible business cases changes the math.
Listen now →Better Business Cases
Six things a finance team checks before a deal clears
A deal went quiet after everyone said yes. Before you pitch it again, run it against what the buyer's finance team checks.
September 8, 2026 · 2 min read
Better Business CasesThe deal was won. Then someone you never met unwound it.
Last year 49% of software buyers had an already-approved purchase vetoed by their CFO. Here's what that looks like from the seller's side, and what survives it.
September 5, 2026 · 3 min read
Better Business CasesIt's Never the Money
Why every business case needs to include a change management plan. Budget is never the real objection. Risk is. Cover it and you win.
June 29, 2026 · 7 min read
Sales MethodologyBuild vs. Buy: Own the Convo
The Build vs. Buy conversation is the perfect opportunity to stand out, build trust, and start proving you offer real value. Don't let it slip from your grasp.
May 27, 2026 · 10 min read
Better Business CasesYour pipeline looks healthy. That's the problem.
Most enterprise deals don't die in a meeting with the vendor, they die in a meeting without one. The KPI that predicts forecast reliability isn't in your CRM. It's business case attach rate.
May 14, 2026 · 5 min read
Better Business CasesCOI Is Better than ROI
Why Cost of Inaction beats Return on Investment as a prioritization tool for buyers and a selling strategy for reps.
April 23, 2026 · 8 min read
Better Business CasesYour Business Case Is Triggering the CFO's BS Detector. Here's How to Fix It.
The deal didn't die in your meeting. It died in the one you weren't invited to. Half of buyers who want your product won't fight for it internally, because the business case you handed them isn't worth the political risk to carry.
April 15, 2026 · 9 min read
Better Business CasesBest Practices for Financial Modeling in a Business Case
Context first, examples before equations, and a clean through-line from canary to impact with adoption curves and Conservative / Likely / Stretch scenarios.
April 14, 2026 · 7 min read
Best PracticesHappy Ears → Hard Signals: Govern Deals with a Canary
Replace opinions with an auditable Canary, govern with a short cadence, and prove value on a steady frame so decisions move fast.
April 2, 2026 · 7 min read
The book
Slightly More Efficient Selling / Slightly More Efficient Buying
Two books in one, by Tom Williams. The selling half and the buying half meet in the middle, where the decision gets made. It is the thinking Supercase is built on.
Get the book on AmazonVideos and podcasts.
Tom as a podcast guest →
Video
5 min
Product Demo
Supercase in 5 Minutes
A five-minute walkthrough of the Supercase method: find and fix a real problem, collaborate with buyers, arm your champion, every rep, every deal.
5 minTom Williams
Podcast
30 min
Champion Enablement
Arm Your Buyer Champion to Win CFO Approval
Aaron Bean joins Casey Cheshire to unpack why buyer indecision, not competitor products, loses 61% of B2B deals, and how arming internal champions with CFO-credible business cases changes the math.
30 minCasey Cheshirew/ Aaron BeanConnect to Market
Video
1:30
Product Demo
Supercase in 90 Seconds
A 90-second tour of Supercase with Tom Williams: start from a prospect's domain and see the research, the hypothesis and the case that follows.
1:30Tom Williams