• CUSTOMER NAME. Who is one of your most successful customer examples? This can be a beta user if you don’t have customers. Example: XYZ Scalability Corporation.
  

• QUALIFICATION CRITERIA. What are unique traits that would help you identify other customers who are similar to this customer? Be descriptive so it’s easy to identify pairings. Cut by industry, employees, stage, tech stack, department, company size, milestone or team size. Example: SaaS, 50-200 employees, Series B, Vertical Response, SFDC, ten sales people, CMO in place, six-person marketing team.
  

• TITLE. Who in the organization did you sell to? Who had the biggest challenge? Each role within a company will have different obstacles. You’ll want to look at these as you put together your value proposition. Example: VP of Marketing concerned with branding and lead conversion rates.
  

• EXAMPLE OF CUSTOMER PAIN POINTS. What were the customer’s pain points before your solution? What did these pain points mean to their business? Example: Cancellation rates during onboarding had increased 12% over the last three months. Retention rates were dropping and the company’s reputation was suffering.
  

• ADDITIONAL DETAIL. Use rich descriptive language to describe the customer example. Highlight details that relate to your prospect’s pain points. Example: Onboarding emails weren’t targeted to where a user was in the onboarding process, resulting in low click-through rates, high unsubscribe rates and eventual cancellation.
  

• PRODUCT FEATURE. What product features were designed to address this challenge? Example: Automated behavioral email marketing.
  

• WHAT DOES THE FEATURE ENABLE (BENEFIT). How specifically does this feature solve the customer’s challenge? Example: Email customers based on behavior in product. Send personalized emails to customers based on their specific onboarding path.
  

• QUANTIFIABLE RESULT. What statistical validation do you have to confirm that the pain point described by your customer was addressed by your solution? Example: Two months after we implemented automated behavioral email marketing, we’d reduced the time to convert by 30% and increased overall conversions by 63%, which translated to 4.2M in revenue for XYZ.

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