Gartner Research

Marketing Essentials: How to Craft the Perfect Customer Case Study

Published: 17 March 2010

ID: G00174619

Analyst(s): Rob Addy

Summary

Customer reference stories are among the most powerful tools in the sales arsenal, yet this discipline is often neglected or left to chance. Well-executed case studies are extremely valuable; poorly crafted tales may be confusing and raise additional questions during the sales cycle.

Table Of Contents
  • Overview
  • Introduction
  • Background and Context
    • Case Studies Are Important
    • Case Studies Do Not Just Happen — Planning Is Key
  • Best Practices
    • Menu Planning Is Critical to a Healthy, Balanced Diet
    • The Recipe for Successful Customer Case Studies
    • The Process of Creation — Baking the Cake
    • Case Study Value — The Proof Is in the Pudding
  • References and Methodology
  • Conclusion

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