A common problem when working in large organizations is securing funding for a security program. These programs compete against other business units and various business objectives for funding which creates a common scenario where the security team has to compete for funds within an organization. Given this scenario what are some of the most effective methods, formal or informal, for helping a security team compete for funding within an organization?
Note: I'm not looking for general sales ideas, tips on keeping costs low (I already get that), or fear based methods if they can be avoided. I'm looking for specific examples of what seems to actually be effective right now in the current business climate across all types of medium to large organizations and information that may be useful to help other security teams fund their own projects.
References or recommendations to books or other items are welcome if they have proven to be effective in this manner.
Additional context: This is not for a particular scenario or goal nor is there a need for a specific line item budget (people, hardware, other). I'm looking for tips which would help security teams at ALL organizations, especially underfunded ones, be able to secure funding for their respective security teams (all sizes). It's ok if the answers are scenario specific but I'm more focused on what is helping security teams get funding other than security events (getting hacked) or compliance requirements (required spending). In other words, what works on getting companies to do the right thing security-wise when in some respects they are not otherwise compelled to do so or when they may have other pressing budgeting needs.
Another way to look at this question: Most companies are focused on short-term gains and generally when looking only at short-term gains and short-term needs security can appear to be an unneeded expense that may be reducing a marketing budget (or whatever) to some organizations. I'm looking for discussion points which help nudge a company to choose to spend more money on their long-term needs even when there may be no perceived short-term economic gain from doing so.