What was your successful submission of a guide for using SCRUM?
I will mostly get by with risk reduction and ROI as these are the main things that people at the highest level of management care about.
Using an incremental process significantly reduces the risk of wasting money on something that won't be helpful because the client helps drive product development in the right direction through a series of planned feedback loops. The # 1 reason for project failure according to CHAOS research is lack of client involvement. So why not use a process that removes this risk?
Plus, with a gradual process, you start delivering something in a much shorter time than using the waterfall approach, which effectively increases your ROI (return on investment) as the customer begins to benefit from the product after one or two months instead of waiting 6 to 12 months in a typical waterfall project.
You can also mention improved customer satisfaction, team self-improvement and self-management, which lowers administrative costs and improves employee satisfaction.
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An added bonus is investment protection - with traditional approaches, the system tends to "grow" over time, decreasing its cost and maintenance costs until it is more appropriate to maintain it. With an Agile approach, the code should be easily maintainable and indefinitely extensible.
Here's a good short video on all three points: http://www.youtube.com/watch?v=OWvSnYjqOTQ
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I would mention the benefits of focus. Since the guiding principle of sprints is functional focus and reliability, all details (e.g. ergonomics) need to be taken care of, whose fix would otherwise be delayed under pressure in more global approaches. You don’t have all of this except what you have. Non-technical people appreciate this because it reduces risk from their perspective: it brings honesty and trust, and interactivity to the dialogue with customers.
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