Earlier quoted context omitted.
From personal experience, a good way of approaching the sell to business stakeholders is getting them involved in the bug triage and tracking process. You need to make the invisible (refactoring and code quality) visible (tracking) so they can see what the current state is and map the future. The biggest reason business stakeholders push back against this is that developers tend to communicate this in terms of "You d…
I've tried this "getting them involved" approach and it failed miserably for me. I've tried explaining why module A had to be decoupled from module B to stakeholders. I've tried explaining why we need to set up a CI server. I've tried explaining why technology B needs to isolated and eliminated. In almost all cases they nod and feign interest and understanding and their eyes glaze over. And why should they be interes…
Because that's too technical. You have to frame the problems in terms that impact them or their employees in terms of user stories/case studies.
Notice the OP said that users have long login times due to various issues and he can solve them by doing X, and not "TCP/IP timeouts and improper caching policies are causing back pressure leading to stalls in the login pipeline..."