You’ve laid out the opportunity, shown the value, mitigated the risk, and mapped out implementation. Now what?
Without a clear call to action, even the most convincing business case can lose momentum. It’s not enough to inspire; it needs to direct, and decision-makers are much more likely to act when you tell them exactly what you need, by when, and why it matters now.
In the twelfth tutorial in the Business Case Academy, we’ll unpack why a strong call to action is essential, what it should include, and how to write one that moves your audience from understanding to approval.
Why the call to action matters
A business case is, ultimately, a request, and every good request needs a clear ask. Here’s why it matters:
🤝 Drives clarity and alignment
A strong call to action leaves no doubt about what you're requesting, whether it’s budget, resources, sign-off, or support. By spelling it out clearly, you remove assumptions and bring everyone onto the same page about what success looks like and what commitment is needed to get there.
💪 Signals confidence
When you clearly state what’s needed, you show decisiveness and gain credibility. It demonstrates that you’re not just making a case, but are ready to move forward with purpose, as well as showing that you've thought through the practical implications and aren’t afraid to stand behind your recommendation.
⏱️ Reduces ambiguity and delay
Without a defined next step, your case can stall in review cycles or get deprioritized among competing initiatives. A well-crafted call to action gives stakeholders a clear decision to make, reducing the chances of being parked for “further discussion” or lost in a backlog of undecided proposals.
⏰ Creates urgency
The call to action is your opportunity to reinforce why now is the right time. Use it to highlight what the organization risks by delaying (e.g. lost opportunity, increasing costs, or losing competitive ground) and make the case for timely action, as no decision-maker wants to be responsible for unnecessarily losing ground.
What you should include in a strong call to action
A strong call to action doesn’t just say “approve the project”; it should be specific, time-bound, and grounded in the value of your case, so the strongest Business Cases include these elements:
📌 The ask itself
Be direct; spell out exactly what you're asking decision-makers to approve or commit to, whether it’s £250k of funding, endorsement to proceed to a pilot, or allocation of a cross-functional team. Also, be sure to avoid vague language and clearly define what “yes” means in practical terms.
📅 Timing
Indicate by when you need the decision, and why. Tying this to key dates like the start of a fiscal quarter, an upcoming strategy review, or a major market opportunity shows that you’ve thought about timing and its implications, and that acting quickly has real benefits.
💰 Scope and investment
Outline what level of resources or commitment you’re requesting, be it financial, human, or operational. Ensure that you also explain what the investment will unlock in return, and provide a high-level view of how and when that investment will be deployed.
📈 Expected outcome
Link your call to action back to the benefits by reinforcing what the organization stands to gain by saying yes and what it risks by saying no. Whether it's revenue growth, cost reduction, or strategic positioning, make sure that you anchor your ask in clear, tangible outcomes.
🔁 Next steps
If approved, what happens immediately afterward? Show that you’re ready to move and make it easy for stakeholders to understand what their “yes” will trigger, such as onboarding a delivery team, engaging a vendor, or launching a pilot phase.
How to write a call to action that gets results
The tone of your call to action also matters. It needs to be confident, clear, and rooted in the logic of your business case, but not pushy or vague, so here’s how to strike the right tone:
✍️ Keep it active and assertive
Use active verbs like approve, fund, support, or prioritize while avoiding passive language like consider or review. This is because strong verbs inspire movement and show that you’re not asking them to think about it, you’re asking them to do something.
👉 e.g. Instead of “We hope leadership will review our recommendations,” say:
“Approve £425k in funding to implement Phase 1 of the solution by Q3, enabling full rollout before peak season.”
⚖️ Be proportionate to the case
The stronger and more complete your business case, the stronger your call to action can be. If you’ve provided robust evidence and a credible plan, your ask can (and should) be confident and direct. However, if you're still early in discovery, rather than steaming in, it might be more appropriate to ask for approval to explore further or begin a limited pilot.
👉 e.g. Instead of “We’d like to explore this further,” say:
“Approve a 3-month discovery sprint to validate our hypothesis, define technical feasibility, and scope the MVP.”
🎯 Connect it back to goals
Remind your audience how this aligns with strategic objectives. Position your call to action as a lever for achieving broader business goals, whether it’s accelerating digital transformation, improving customer outcomes, or increasing operational efficiency.
👉 e.g. Instead of “We recommend implementing automation tools,” say:
“Support this initiative to meet our FY25 goal of reducing average case resolution time from 5 days to 48 hours.”
🔮 Anticipate objections
Frame your ask in a way that acknowledges likely concerns (such as timing, cost, or risk) and shows how your case addresses them. If there are known tensions or competing priorities, tackle them head-on and demonstrate why your proposal is still the right path forward.
👉 e.g. Instead of “This project should be prioritized,” say:
“Prioritize this £180k investment now to prevent an estimated £900k in churn-related losses over the next 12 months.”
💡 Tip: End your business case with a concise summary of the value, the ask, and the decision required. This reinforces key points and makes it easy for stakeholders to respond with clarity.
Summary
Even the strongest business case can stall if it doesn’t lead to action. A well-crafted call to action ensures your case ends with purpose, not hesitation, as it’s your moment to lead the decision forward.
So be clear. Be bold. Be specific. And above all, make life easier for yourself by making it easy for decision-makers to say “yes.”
