Multi-branch searched conditional (SQL CASE WHEN … THEN …): conditions are evaluated in order and the first true one wins; the optional trailing default catches the rest (omitted ⇒ blank). All results must share one type. This replaces the DAX SWITCH(TRUE(), …) idiom directly.
Conditions compare measure-level values. Branching on a bare column (Case(Sales.Segment = "SMB", …) at the top level) is row logic — a calculated field (SQX014).