You might have a compelling vision and a strong strategic fit, but without real data, your business case may come across as a bit of a speculative punt. Decision-makers don’t just want to believe in your idea, they want to trust it, and trust is built through evidence.
In a landscape where budgets are already tight (and tightening further by the week) and scrutiny is high, a solid foundation of data can be the deciding factor between an approved proposal and one that gets sidelined. Whether you’re justifying ROI, mitigating perceived risk, or aligning with corporate priorities, evidence gives your argument weight.
In the seventh tutorial in the Business Case Academy, we’ll break down why data matters so much, what types of evidence are most effective, and how to present them without overwhelming your audience.
Why evidence and data matter
Without data, business cases are little more than hopeful narratives. Evidence brings those narratives down to earth, making them credible in the eyes of your stakeholders, and here’s why using data makes such a difference:
🛡️ Builds credibility instantly
When you back your claims with real-world data (e.g. performance metrics, cost comparisons or customer feedback) you shift the tone from opinion to proof, which shows that you’ve done your homework. Decision-makers can quickly distinguish between hopeful thinking and evidence-backed reasoning, and they’re more likely to trust a proposal that’s rooted in past performance or concrete examples.
💪 Strengthens your ROI case
Forecasting benefits and costs is far more convincing when those figures aren’t just assumptions alone plucked out of thin air, but are instead anchored in past results, industry benchmarks, or pilot data. Stakeholders want to understand not just what you hope will happen, but what is likely to happen, based on data from similar efforts or market norms.
🚫 Anticipates objections
Data helps you tackle common concerns before they arise and you can preempt skepticism by pointing to validated outcomes or comparisons that support your projections. Showing that you’ve anticipated challenges (and have real evidence that your proposal addresses them) can eliminate roadblocks and accelerate the path to approval.
⚡ Supports faster decision-making
Executives don’t have time to chase context. A business case with clear, digestible evidence helps them feel confident saying “yes” without extended (and unnecessary) back-and-forth, which shortens review cycles and gives stakeholders the clarity they need to align around a shared vision of success.
💡 Tip: Don’t confuse quantity with quality. One relevant stat beats ten vague charts. Use evidence selectively and make it count.
What types of evidence to include
As the previous tip hinted at, not all data is created equal. The best evidence is specific, relevant, and aligned with the decision-makers' goals, so some powerful types of data to consider are:
📈 Historical performance
Point to similar internal initiatives and their outcomes. What was the ROI? How long did it take to deliver? What did you learn? Highlighting these results shows that your organization has delivered value in comparable situations, which helps to provide a foundation for realistic assumptions about timelines, budgets, and outcomes.
📊 External benchmarks
Use credible industry data, analyst research, or case studies from peer organizations to show both what’s possible, and what’s expected. This not only sets expectations but also strengthens your case by positioning your proposal in the broader context of current trends and proven standards.
🧪 Pilot or prototype results
If you’ve run a test phase or MVP, ensure that you share results as even small-scale wins can demonstrate feasibility and momentum. These early insights validate that the approach works in practice rather than just on paper and as importantly that your team has already started learning how to optimize and scale ahead of a full rollout.
🗣️ Customer or user insights
Feedback from end-users (whether qualitative or quantitative) is often viewed as the gold standard, so can play a key role in supporting demand assumptions and design decisions. Surveys, interviews, and usage analytics help decision-makers see that the initiative meets real needs, reducing the risk of launching a solution that performs amazingly on the drawing board but that nobody in the real world actually wants.
💵 Cost comparisons and alternatives
Provide data on why your recommended approach offers better value or efficiency than other options under consideration. If you evaluated alternative vendors, delivery models, or timelines, be sure to include that logic as it shows that you’ve weighed trade-offs and made a thoughtful, informed choice.
💡 Tip: Always cite your sources. Whether it’s an internal report or a third-party consultants’ study, attribution shows both transparency and professionalism.
How to present data without losing your audience
Data is only useful if it’s easy to absorb. Here’s how to avoid overwhelming your readers while still getting your point across:
📖 Tell a story with your data
Instead of just dumping raw numbers, it is important to walk your reader through what the data means. Use it to reinforce your narrative, not interrupt it, because data should clarify (not complicate) the message. Connect the dots so your stakeholders see how each figure supports your case’s logic and conclusions.
🖼️ Use visuals to simplify
The reason for charts, infographics, and comparison tables is to make complex points digestible, so use them to your advantage, as a well-labeled bar chart often beats three paragraphs of explanation. Think about what story each visual tells, and avoid overwhelming your reader with too much in one graphic. Less clutter means more clarity.
🎯 Focus on what matters most
Highlight the 2-3 pieces of evidence that most directly support your proposal. Don’t bury them in a sea of secondary stats; make it easy for stakeholders to grasp the key drivers of value and impact, then back those up with well-placed details or links to the Appendix for anyone who wants to dive deeper.
📁 Include an appendix for depth
Speaking of the Appendix, for those who want to dig deeper, link or attach a detailed backup to your stats in an appendix or shared workspace, but keep the main business case focused and clean. This approach keeps the core narrative sharp while still demonstrating that your data is robust and defensible.
💡 Tip: Use callouts or sidebars to emphasize key data points. Framing them visually helps guide decision-makers’ attention.
How KangaROI makes this easier
Collecting and organizing all the right data can be tedious, particularly when it lives scattered across spreadsheets, shared drives, and different teams’ heads. KangaROI streamlines the process.
🧩 Centralized data entry
Track benefits, costs, and assumptions in one place, no more hunting through tabs or files. KangaROI makes it easy to capture inputs, keep them updated, and ensure everyone is working from the same source of truth, eliminating version control headaches.
🧮 Live ROI calculation
Update key variables (like project length, discount rate, or inflation) and watch NPV, ROI and Discounted Payback Period figures recalculate automatically, so say goodbye to spreadsheet errors. This saves hours of manual recalculations and increases confidence that your numbers are current, consistent, and transparent.
🔍 Scenario modeling with evidence
Compare multiple options side-by-side using the same core assumptions and data, making trade-offs clearer and decisions faster. Show the potential impact of best-case, worst-case, and realistic scenarios with just a few clicks, supported by the data already in your case.
💡 Tip: Don’t wait until the end to add data. With KangaROI, you can build your case iteratively as data becomes available.
Summary
Great business cases don’t just argue, they prove. A well-supported proposal shows decision-makers you’re not just enthusiastic, you’re accountable, informed, and ready to deliver. By grounding your case in evidence, you increase your credibility, speed up approval, and reduce internal pushback.
In short: good stories persuade, but data closes.
