You cannot articulate the business case for an analytics project unless you know something about the technology. This is the fundamental disconnect between novice business executives and the Analytics Executive. You must be able to bridge that gap so that excitement can be generated, but with the right level of expectations, and a credibility that garners confidence.
The Analytic Executive must know a reasonable level of the science. Fortunately, a novice level of knowledge is attainable. Most executives are analysts by nature. Data science for executives can be learned.