Building a business case is essential in strategic decision making, yet many small firms lack the wherewithal to do it.

For any significant business decision, you should go through a rigorous process. 

The business case allows you to look at the variables involved so you can make the most valid decision based on your risk/reward profile.

It’s not just about running the numbers. The "art" of building a business case is about the assumptions behind the numbers, if they make sense, and are even the right ones to consider.

Meet the Expert

Tom Morton

Consultant Tom Morton

Skills and Expertise: What's this?

About Tom

  • Operationally-focused CFO
  • Diversified financial and business operations
  • Significant experience in consumer products, manufacturing, IT consulting, professional services and health care industries


Partner • CFO Performance Partners
2014 — Present

My current clients are varied. They include several start-up organizations who need guidance in business plan development and execution and in finding the right financing vehicles. Other clients include an established direct-to-consumer business seeking refinancing to deliver the funding to grow their business and a business services firm evaluating the right exit strategy.

Senior Vice President • DVS Group
May, 2012 — Present
  • Provide M&A services to clients in lower middle market ($2 million to $20 million enterprise value) clients with focus on consumer products, manufacturing, direct-to-consumer and professional services
Partner • Accenture
2007 — 2011
  • Commercial Director - Managed all commercial aspects (finance, contracts, resourcing, PMO) for assigned clients in multiple industries.
CFO • Benecard PBF
2006 — 2007
  • Prescription Benefit Facilitator
  • Led financial and administrative functions of this privately-held pharmacy and vision benefit management Companies
Chief Financial Officer • Headway Corporate Resources
2004 — 2006
  • Privately-held $160 M professional staffing company
  • Company emerged from bankruptcy and executed turnaround plan
Vice President • CSC Pinnacle Alliance
1998 — 2003
  • VP Global Business Operations of $450 million global outsourcing Division focused on securities industry
  • Led turnaround of Division to profitable levels: +$30M 
  • Completed negotiation and start-up of two new multi-year outsourcing contracts with total value of $500 M
  • Re-engineered billing systems and processes to solve client billing issues for over $10M in billings
  • Successfully developed global IT asset management system for J.P. Morgan Chase bank
Controller - Division • Kraft Foods
1985 — 1995
  • CFO of $1.5 billion Maxwell House Division
  • Strategic and business planning and analysis, manufacturing costs, financial controls, sales and promotion administration systems with a direct staff of 40
Plant Controller • General Foods
1975 — 1983
  • Member of President Reagan's Grace Commission - Private Sector Survey on Cost Control in U.S. Government
  • Cost and general Accounting at food plant in Topeka, Kansas


Iona College - Hagan School of Business
MBA, Finance
Notre Dame
BBA, Marketing


  • Chairman of the CFO Leadership Group in the New York Metro area
  • National Co-Chair of the Financial Executives Network Group (FENG)-Family Office Special Interest Group

What People Are Saying About Tom

As an early stage startup, Tom Morton helped us clearly understand our options and timeline for raising money. We greatly appreciated his expertise and concrete approach as well as his peer-like and thoughtful communication style. Tom will definitely be a part of our consulting team moving forward.
Nicole Palmer
Batter World
Packages with Tom starting from $500

Your Expert Package Includes:

Best Practices

Access to ALL Best Practices authored by TrustedPeer Expert Tom Morton on this topic.

Pre-Meeting Discovery Process

Review and analysis of your issue with pre-meeting discovery questions by Tom, followed by a 30- or 60-minute one-on-one call. Sample

One+-on-One Call

Your (+colleagues) meeting is directed and focused from the first minute.

Meeting Summary Report

After your call, Tom completes a Meeting Summary Report to provide you with the session’s discussion topics, analysis, assessment and recommendations for next steps. Sample

Post-Meeting Engagement

After your meeting, continue your relationship with Tom on your own, or with TrustedPeer’s support.