Business case studies that sales teams actually use
Business case studies are the business success stories your customer can point to and say, “This worked for us, you can trust this team!” A business success story gives you the social proof your business needs to close deals.
70% more deals in fact, according to Gartner. It gives real buyers real evidence they need to move things forward and sign the contract.
Business case studies delivered in just 5 days
A few years back I was working in the marketing department for a fintech company. We kept running into the same problem. Our sales team was always asking for case studies, but we kept running into roadblocks with the customer, with our internal review cycle, and with the simple question of who was supposed to drive the whole thing.
I rethought the entire process and took a completely new approach that gives our customers a case study that is clear, credible, and built for sales use. Just as important, it puts a business success story in their hands in just 5 days.
Learn about our process and pricing, and get the details here.
What business case studies must deliver to drive real sales impact
Most business case studies do not help sales close deals because they are written as marketing summaries, not sales tools. Sales teams need a business success story they can use in an active opportunity, forward internally without hesitation, and rely on when a buyer asks for proof that this will work in a similar environment.
The sections below define what business case studies must do to support sales effectively. This is the standard we use when we build a story for selling. It covers buyer context, decision drivers, credible evidence, and outcomes that stand up to scrutiny from finance, operations, and executive stakeholders.
1. Listen to your sales team, they'll tell you what they need
Sales teams do not want a business success story that is a content artifact. They want a deal tool that is easy to get, quick to scan, and safe to send to a buyer. Time is the first complaint. “A one-page case study” turns into “a minimum of 2 months,” and by then the opportunity has moved on.
Relevance is the second complaint, and they say it without sugarcoating. If it is not immediately tied to the prospect’s world, it does not get used. If the buyer runs a chicken farm, they do not want to read about a dental clinic. Business case studies and business success stories only support sales when they match the buyer’s reality.
2. A business success story must be skimmable and internally shareable
Sales teams ask for “a one pager” for a reason. They need something they can forward with confidence. “It probably helps if its a one pager though that clearly outlines what your company does.” The format reduces friction for internal circulation and makes it easier for a buyer to summarize your value accurately.
In most deals, the person evaluating you is not the only person involved. Your business case study or business success story will be shared with finance, IT, security, procurement, or an executive who has minutes to review it. If it is dense or unclear, it will not be read. If it is structured and easy to scan, it will be used.
3. Quality business case studies deliver decision-ready metrics
Sales teams do not want general claims about impact. They want metrics that match how the buyer justifies spend. They ask for “ROI, revenue growth, customer acquisition, or customer retention” because those are the numbers that appear in business cases and budget approvals. A business case study or business success story that cannot tie outcomes to financial or operational criteria will not support the decision process. It must show what changed, by how much, and why it mattered to the people who sign.
They also want to be able to “spit a customer story out in 25 seconds.” That requirement is practical. A seller needs a clear sequence they can repeat in a meeting or on a follow-up call without searching for the point. The written asset should support that verbal summary. It should also adapt to different stages and roles. As one enablement leader put it, “Customer story as a phrase is malleable.” The same core proof may be used differently in discovery, evaluation, or executive review. Effective business case studies are structured so they can flex without losing clarity or credibility.