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Security professionals tend to argue for a project in security terms: it will protect the data, it will close a gap. The people who approve the budget, the board, the CEO and the executive team, mostly think in numbers. A business exists to make a profit, and even a non-profit needs money to carry out its mission.
Profit is revenue minus expense, so there are only two ways a project can help it: bring more money in, or keep money from going out. Security can do both. On the revenue side, meeting or exceeding what customers demand wins and keeps business, and security that is better than a competitor's is something to advertise. On the expense side, security reduces risk, and like insurance it costs a little now to avoid a much larger cost later: a breach brings cleanup, legal fees, fines and lost time.
To sort a pitch, ask where the money moves. Money coming in from customers is revenue. Money not spent on incidents, staff time or premiums is expense.
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