When it comes to getting your business case approved, the numbers alone won’t seal the deal. Decision-makers will want to know how your proposal supports the company’s broader mission so aligning your case with strategic goals is one of the most effective ways to build credibility, inspire confidence, and secure buy-in.
A well-aligned business case shows stakeholders that your project is not just a standalone initiative but a meaningful contribution to the company's success. By framing your case in the context of those goals, you demonstrate that you understand the bigger picture and are committed to driving lasting value. Additionally, demonstrating alignment reduces the need for excessive justifications as stakeholders are naturally more receptive to proposals that fit within the existing strategic roadmap. It also establishes a stronger foundation for cross-functional collaboration, as teams are more likely to support initiatives that contribute to shared goals.
In the third tutorial of the Business Case Academy, we’ll explore why connecting to strategic goals matters, how to identify those goals, and how to articulate the alignment effectively.
Why alignment with strategic goals matters
Stakeholders, particularly executives, are usually inundated with competing priorities therefore your proposal stands a much better chance of approval if it’s clearly aligned with the company's mission, vision, and objectives. When decision-makers see a direct line between your project and the company’s long-term goals, they’ll be more inclined to support it.
Alignment also helps reduce friction during approvals. Projects that lack clear strategic justification often face additional scrutiny, require more justification, and experience delays. Conversely, a proposal that demonstrates clear alignment can accelerate approvals and streamline funding. Furthermore, demonstrating strategic alignment builds trust and credibility; stakeholders want assurance that investments are contributing to long-term success so when your business case highlights how it supports high-priority initiatives, it signals thoughtful planning and alignment with leadership priorities.
💡 Tip: Strategic alignment doesn’t mean forcing a connection; if your project doesn’t align, it may be worth reassessing its priority or adjusting the proposal to better support company goals.
Identifying your company’s strategic goals
To effectively connect your business case to strategic goals, you first need to understand what those goals are. Companies often outline their key objectives in annual reports, shareholder letters, leadership presentations, or internal strategy documents. Beyond formal reports, consider attending company town halls, leadership Q&A sessions, or department meetings to hear how executives discuss goals in real-time. Pay attention to the specific initiatives leaders emphasize and the metrics they monitor. Common types of strategic goals include:
📈 Growth goals
Supporting these goals often involves projects related to customer acquisition, market research, or product innovation.
👉 e.g. expanding market share, entering new regions, or launching new products.
💰 Profitability goals
Proposals that streamline processes, reduce waste, or optimize resource utilization are often well-received.
👉 e.g. increasing revenue, reducing costs, or improving operational efficiency.
🛒 Customer goals
Projects focused on customer experience enhancements, service quality improvements, or loyalty programs are closely aligned with these goals.
👉 e.g. enhancing customer satisfaction, improving retention, or expanding customer lifetime value.
✨ Innovation goals
Stakeholders often value initiatives that create competitive advantages or modernize operations.
👉 e.g. investing in new technologies, driving digital transformation, or enhancing product innovation.
♻️ Sustainability goals
These projects may involve energy efficiency measures, inclusive hiring programs, or community engagement initiatives.
👉 e.g. reducing environmental impact, increasing diversity and inclusion, or improving corporate social responsibility.
💡 Tip: Identify 2-3 specific strategic goals that your project supports, then use these as the foundation for building a compelling case. If your project happens to align with multiple goals, then ensure that you emphasize how it provides cross-functional benefits.
Articulating strategic alignment
Once you’ve identified the relevant strategic goals, the next step is clearly articulating how your project supports them. This is where you’ll connect the dots for stakeholders.
📢 State the goal upfront
Begin by referencing the specific strategic goal your project addresses. Be direct and clear. Framing your proposal as a solution to a key organizational priority makes it more compelling.
👉 e.g. "This proposal supports our company’s goal to increase operational efficiency by automating manual processes and reducing error rates."
🔢 Quantify the impact
Provide metrics or projections to demonstrate how your project will drive progress toward that goal. Use Return on Investment (ROI), cost savings, or other relevant KPIs to strengthen your case. Stakeholders are more likely to approve proposals with clear, measurable outcomes.
👉 e.g. "By implementing this initiative, we expect a 25% reduction in processing time, resulting in an estimated annual savings of $1.2 million."
🚩 Address risk mitigation
Show that you’ve anticipated challenges and have a plan to mitigate risks. Stakeholders will appreciate proactive thinking. Including a risk management plan with contingencies demonstrates preparedness.
👉 e.g. "We’ve identified key implementation risks and developed contingency plans to ensure timely and successful execution. Our phased rollout strategy will allow us to monitor progress and address issues early."
Summary
Aligning your business case with your company’s strategic goals is a powerful way to gain stakeholder support. By demonstrating clear alignment, quantifying the impact, and proactively addressing risks, you will build a compelling narrative that inspires confidence.
The next time you’re preparing a business case, start by identifying the strategic goals your company is pursuing. Then, frame your proposal as a direct contributor to those objectives. The stronger the connection, the more persuasive your case will be.
