An important and familiar marketing and sales tool is the customer case study. Customer case studies present an account of what happened and how you enabled a specific customer. They illustrate key learnings and chronicle a process and series of events.

Customer case studies provide potential customers with insight into how another company benefited from your solution/product/service. This type of tool provides credence to your capabilities as well as offers an indirect customer reference.

There is another kind of case that serves as a valuable sales-enablement tool—a use case.

A use case, often created for product development, is commonly used to capture functional requirements. A use case provides one or more scenarios for how a solution/system/product/service achieves a specific business goal. From this perspective, then, another way to think about a use case is as a usage scenario.

Therefore, with a little modification, a use case can be transformed into an extraordinary sales-enablement tool.

To create a usage scenario from a use case, you need to work from the typical elements included in a use case: defining the end user; the end user's business goal; the interactions between the end user, the solution/offer, and the goal that needs to be accomplished or problem that needs to be solved.

Let's examine each of these components a little more thoroughly.

What we mean by the end user

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ABOUT THE AUTHOR
image of Laura Patterson

Laura Patterson is president and founder of VisionEdge Marketing. For 20+ years, she has been helping CEOs and marketing executives at companies such as Cisco, Elsevier, ING, Intel, Kennametal, and Southwest Airlines prove and improve the value of marketing. Her most recent book is Metrics in Action: Creating a Performance-Driven Marketing Organization.

Twitter: @LauraVEM