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A few ground rules that apply to every step of our approach.
Which team is doing what?
| Action | Description | Driver | Approver | Contributor | Informed |
|---|---|---|---|---|---|
| Customer selection | Internal team to decide which customer to select | PMM | Content Marketing | Sales, CS | Team |
| Kick-off meeting | Internal team to get clear on ideal outcomes and align | PMM | Content Marketing | PMM, Sales | Team |
| Internal draft | Content marketing drafts the initial story | Content Marketing | PMM | PMM, Sales | Team |
| Share internal draft | The customer gets our initial version | Sales/ CS | PMM | PMM, Sales | Team |
| Final customer story | Making sure it is online and promoted as such | Content Marketing | PMM | PMM, Sales | Team |
| Select customer | This could be a request from any department such as the Sales or Customer Success team. |
|---|---|
| Schedule kickoff meeting | This could be with the Account Manager who manages the customer or the local marketer for that specific country. We do this to get a holistic impression of the collaboration, establish any requirements and decide which details we’d like to highlight. |
Key questions: • What do we want to say? (what is our ideal focus) • How are we going to say it? • What are the results we’re focussing on? • What is special about this success story? • What info is missing but would be great to have)? • Is there anything we cannot say? | | Create internal draft | We prepare an internal draft after deciding on the angle we’d like to take and establish specific questions to ask the partner/ customer. This draft is not shared with the partner/ customer as of yet. | | Contact customer | After approval of the internal draft by internal stakeholders, the account manager politely brings up the idea of wanting to create a success story together. We explain how we use these case studies and that the next step would be an online meeting/ phone interview to ask our questions to have everything we need to prepare the draft for them to approve. | | Incoming feedback on draft | We process all of the input given and update our internal draft, saving ourselves quite some time while also getting it approved by all internal stakeholders. | | Prepare official draft | After all internal stakeholders approve the copy of the draft, we will have it designed to present our customer with something that looks final. | | Share draft with customer | This is when it's time to share the draft for approval with the customer. At this time, we explain which data we used and make sure to express that this version is a draft open to their feedback. We also ask them to approve the visuals or provide us with visuals they want to use including quotes. | | Process customer feedback | After the customer has provided us with their input, we will process their feedback, get approval from all internal stakeholders, highlight the changes, and send over the draft for final approval to the customer | | Final customer story | After their final approval, the success story is final. It is now ready to be used (published online, shared externally and ready to be localised or repurposed). |
