Building the Business Case: Turning BD & Marketing Ideas Into Firm-Backed Initiatives

Many BD and Marketing professionals find themselves pitching ideas long before they have the tools, influence or budget to move them forward. Whether it is new tech, a client programme, a marketing campaign or a fresh approach to data, it often comes down to one thing. Can you make a strong enough case for it?

This session looks at how to build that case in a way that partners listen to. We will ask whether we should still call it a business case or if a value case is a better way to frame the conversation. We will talk about how to show the return for the firm, how to position the idea, and how to structure a narrative that cuts through. The panel brings together a seasoned BDM professional, a law firm partner and a consultant to share what works, what doesn’t and how to get ideas signed off in real life.