Excellent article!!! Very informative and necessary. THANKS!
Categories: Strategy and Leadership
- Not enough detail about the customer and their situation;
- Not enough detail about the solution: How was it implemented? What was the technical architecture? What were the main gotchas etc;
- Too much of a technology/feature sales pitch;
- No backup materials or speaker notes;
- Not a representative customer example: irrelevant industry or segment, very small business example when you┬?re trying to sell to the enterprise, etc.
When we used case studies, it was as part of a presales conversation with the client. Naturally, if the prospect is interested they are going to ask some probing questions about the case┬? and it's not enough to say ┬?I┬?ll have to check with the team on that project and get back to you.┬? Credibility is key, and a weak case study can destroy the sales team'ss credibility.
- Choose a customer example that is representative of your target segment.
- Lead with a description of the customer┬?s problem in language typical of their industry or segment ┬? use that to pull in the reader.
- Resist the temptation to start touting your product features too early in the case study.
- Describe the solution in business language: how did your software product solve the customer┬?s problem.
- Highlight tangible and quantifiable business results.
- Highlight the main customer lessons learned, and any considerations that must be taken into account by someone else wanting to go the same route.
- Provide references and links where the reader can get more information.
- Provide detailed speaker notes for the sales team.
- Even better: get a trusted third party (eg, analyst, media, etc) to publish the case study.
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