What case-studies or references are available from companies who have implemented a secure development process (eg, SDL or similar) around the cost/effort involved.
Whilst each development department is likely to be a unique case, it is still important to understand roughly what the costs of a programme would be before spending a lot of time on scoping.
Some references available are this recent article which links to this Aberdeen group which looks to have some interesting information and this reference here. It's a bit academic and formula heavy, but some interesting information