{"slug":"business/64-case-study-templates","title":"64 — Case Study Templates","section":"business","sectionLabel":"Business","status":"unclassified","type":"document","path":"business/64-case-study-templates.mdx","bytes":5313,"description":null,"updated":null,"source":"integratewise/Integratewise-docs-wiki","content":"\nStatus: CANONICAL · Commercial OS\nOwner: PMM hat + CS\nLast verified: 2026-07-21\n\n---\n\n## Purpose\n\nThe evidence factory: templates, the sourcing pipeline that feeds them, and the rules that keep our proof unimpeachable. Until named case studies exist, this system also governs how design-partner proof is used honestly ([20 §5](../04-product-marketing/20-product-marketing-guide.md)).\n\n**Target audience:** PMM (production), CS (sourcing), sales (usage).\n\n---\n\n## 1. The Evidence Pipeline (case studies are harvested, not written)\n\nCase studies fail when they're a marketing ask; ours are the by-product of the CS system: baselines at kickoff ([45 Day 0](../08-customer-success/45-onboarding-playbook.md)) → documented catches with evidence chains ([28](../05-value-pricing/28-customer-outcomes.md)) → day-90 realized-value reviews → renewal evidence files ([47 §1](../08-customer-success/47-renewal-strategy.md)). **A case study is a realized-value review with quotes and permission.** Design partners pre-consent contractually ([32 §4](../05-value-pricing/32-licensing-strategy.md)); others are asked at their happiest moment — right after a documented catch or a strong day-90 review.\n\n## 2. Template A — The Flagship Case Study (web + PDF, ~800 words)\n\n```\nTITLE:      How [Company] cut QBR prep from [X] hours to [Y] minutes\n            — and caught a churn risk [Z] weeks before the score moved\nSTRAP:      [Company], [industry], [N]-person CS team on [stack: HubSpot + Zendesk + Stripe…]\n\nTHE NUMBERS (box, top — the whole story for skimmers):\n  [X→Y] QBR prep · [N] hrs/week reclaimed/CSM · [1+] documented catches ·\n  [%] seat activation · [quote-length ROI line in their words]\n\nBEFORE (the wound, in their words — 150w):\n  The eight-tab morning as *they* tell it. Their surprise-churn story. Their AI demotion.\n  Rule: their vocabulary, not ours. If they say \"swivel-chairing,\" print \"swivel-chairing.\"\n\nTHE DECISION (100w):\n  Why now ([33] signal), what they evaluated, why the approval gate mattered.\n  One honest line about their skepticism. (Skepticism-then-evidence is the arc that converts.)\n\nTHE FIRST MORNING (150w):\n  Day-1 hydration; the moment the workbench knew their accounts. Direct quote.\n\nTHE WORK (200w):\n  One real catch, told with its evidence chain (usage + ticket + renewal + email).\n  One approval moment (what the Twin drafted; what the human changed; the receipt).\n  TruthLayer habit: what their org's memory now holds.\n\nTHE RESULTS (the box, expanded, with measurement notes — 100w):\n  Numbers with baselines and dates. Methodology sentence (how measured — [28 §4]).\n\nTHE CONTINUITY LINE (50w):\n  What compounds: handovers, ramp, the Spine's accumulated knowledge.\n  Their renewal/expansion decision, stated plainly.\n\nPULL QUOTES (3): the skeptic-converted quote · the number quote · the trust quote\n  (best trust quotes are about what the AI *didn't* do: \"It's never once acted without us.\")\n```\n\n## 3. Template B — The Catch Story (single-outcome mini, ~250 words)\n\nFor one documented catch: SITUATION (account, stakes) → THE SIGNAL (what composed it, which systems — the evidence chain _is_ the story) → THE ACTION (Twin prepared, human approved, what executed) → THE OUTCOME (saved/expanded, $ where permitted) → the one-liner quote. Uses: sales follow-ups, LinkedIn ([59 F4](../11-marketing/59-linkedin-strategy.md)), proof band rotation ([53](../10-website/53-website-copy.md)).\n\n## 4. Template C — The Internal Champion Deck (8 slides, per-customer)\n\nBuilt by CS for the champion to present _inside_ their org (the expansion weapon [46 Play V3](../08-customer-success/46-expansion-strategy.md)): 1 their baseline · 2 what changed (numbers) · 3 a catch walkthrough · 4 the governance receipt · 5 team adoption · 6 what other departments would see · 7 cost/value math ([29](../05-value-pricing/29-roi-framework.md) realized) · 8 proposed next step. Their logo, their numbers, our template.\n\n## 5. Rules of Evidence\n\nEvery number traces to an instrumented baseline — no baseline, no case study ([28 §4](../05-value-pricing/28-customer-outcomes.md)) · attribution tiers used honestly: named > industry-described (\"a 40-CSM fintech\") > \"design partner\" — never fake precision upward · customer approval on the _exact_ text, changes accepted gracefully (their comfort outranks our adjectives) · the $8M story stays founder-origin, never customer-cased ([14 §4](../01-foundation/14-founder-story.md)) · refresh annually or at churn (a churned logo comes down within 30 days).\n\n**Production targets:** 2 flagship + 6 catch stories by launch+90 · 1 flagship/quarter thereafter · every named customer has a champion deck by day 120.\n\n**KPIs:** evidence-pipeline conversion (day-90 reviews → case studies ≥ 30%) · sales usage rate (case studies in ≥ 80% of Commit-stage deals) · win-rate delta in deals where a catch story was sent (track it — it will justify the whole system).\n\n---\n\n**Related:** [28 Outcomes](../05-value-pricing/28-customer-outcomes.md) · [44 CS Playbook](../08-customer-success/44-customer-success-playbook.md) · [20 PMM Guide](../04-product-marketing/20-product-marketing-guide.md) · [46 Expansion](../08-customer-success/46-expansion-strategy.md)\n"}