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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