---
title: "How to Write a Business Case for a SaaS Purchase: The AE's Guide | Brazn AI"
description: Learn how SaaS AEs can write an effective business case to help champions sell deals internally, align stakeholders, and prevent opportunities from stalling in finance or procurement.
image: https://www.brazn.ai/hubfs/Imported_Blog_Media/How%20to%20Write%20a%20Business%20Case%20for%20a%20SaaS%20Purchase%20T.png
---

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# How to Write a Business Case for a SaaS Purchase: The AE's Guide

![](https://www.brazn.ai/hubfs/Imported_Blog_Media/How%20to%20Write%20a%20Business%20Case%20for%20a%20SaaS%20Purchase%20T.png)

- May 2, 2026

![Alex Margarit](https://www.brazn.ai/hubfs/Alex_Margarit.avif)

[Alex Margarit](https://www.brazn.ai/blog/author/alex-margarit)

# How to Write a Business Case for a SaaS Purchase (The [AE](https://en.wikipedia.org/wiki/Account_executive)’s Guide)

The business case is the document that sells the deal internally when you’re not in the room. It’s the champion’s argument, formalised — and the best way to prevent “looks good” deals from dying in finance, security, or [procurement](https://en.wikipedia.org/wiki/Procurement).

## When to Build the Business Case

Build it

**after discovery** (once Metrics and Pain are quantified) and

**before** you send a commercial proposal.

Trigger: “We’ve established the cost of the problem. Now let’s build the case for the solution.”

## Business Case Structure

### 1) Executive summary (half page)

Written for the Economic Buyer. Include:

- The problem (1 paragraph)
- The recommended solution and why (1 paragraph)
- The three numbers: **investment**, **expected return**, **payback period**
- The requested decision + target date

### 2) Current state: the cost of inaction

Quantify the problem using the prospect’s own numbers (MEDDPICC Metrics). Example pattern:

- Hours lost × reps × fully-loaded cost = annual cost
- Missed pipeline / slipped deals × ACV = revenue impact

### 3) Proposed solution

Plain-language description (no marketing copy):

- What you’re buying
- Why it solves *this* problem
- How it fits the stack (CRM, SEP, call intel, data)
- What implementation looks like in the first 30 days

### 4) Financial case (conservative)

**Investment (Year 1)**

- Software cost
- Implementation cost (if any)
- Internal resourcing time (if relevant)

**Return (Year 1)**

- Time saved (hours → €)
- Pipeline impact (conservative)
- Risk avoided (if quantified)

**Outputs**

- ROI %
- Payback period (months)
- Optional: 3-year NPV

### 5) Risk + mitigation

List risks and how you de-risk them:

- Implementation risk
- Adoption risk
- Integration/security risk
- Commercial risk (terms, exit options)

### 6) Next steps (with owners + dates)

Turn “we should do this” into a plan:

- Decision meeting date
- Paper process steps
- Implementation kickoff

## The Champion Collaboration Model

Don’t “send a vendor doc”. Co-build it:

1\. [AE](https://en.wikipedia.org/wiki/Account_executive) drafts using discovery metrics

2\. Champion edits into internal language + adds context

3\. Champion presents it as *their* analysis

## How Brazn Supports Business Case Development

Brazn’s call intelligence extracts and preserves quantified Metrics and Pain from discovery calls, so the financial foundation of the business case is built from the prospect’s own words and numbers (not rep memory or generic ROI claims).

## See Brazn in your sales stack

Map your current tools and see how Brazn can connect the work between them.

[Book a demo](https://www.brazn.ai)

![Brazn sales intelligence dashboard](https://www.brazn.ai/hubfs/Imported_Blog_Media/Brazn_dashboards-Sep-18-2026-06-57-25-8701-PM-Sep-19-2026-05-33-45-9644-PM.png)

![Alex Margarit](https://www.brazn.ai/hubfs/Imported_Blog_Media/Alex_Margarit-Sep-19-2026-05-33-45-1029-PM.avif)

## About the author

[Alex Margarit](https://www.linkedin.com/in/aemm/) is a Sales AI Expert and SaaS Sales Leader with 25+ years of experience at BMC, ServiceNow, and DocuSign.

 Blog Post

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