In today’s world of choice, having a customer recommendation speaks volumes about how company’s performance in the real world. This is why customer success stories can be a powerful marketing resource that delivers polished proof points and illustrates meaningful results of well deployed solutions that a prospective customer can easily identify with and in turn, recognize you as a qualified and skilled partner to address their organization’s needs.

Having a purposeful customer story can make you shine and stand out from the crowd. I recently shared top five reasons why Citrix Solutions Advisors should develop customer success stories. While the benefits are well worth the time and effort to procure a story, brining on a customer to participate can be challenging and could even delay the development of a story or become a clog during the process.

Smooth process – easy as 1, 2, 3

It should go without saying that a customer success story is as much, if not more, about the customer as it is about your company. So here are three steps that I find work well for many partners:

  • Step 1: Broach the idea with your customer and be sure to address what’s in it for them. Collaboration from the start is key.
  • Step 2: Make your customer the hero. As a trusted advisor, your role involves guiding your customer through the ups and downs, twists and turns along the path to their own unique success. Be sure to include any customer insights gained through the process that positions your customer in the spotlight too.
  • Step 3: Propose a joint marketing plan leveraging the story. Give yourself the advantage over the competition by coming together with your customer to share information, pool resources and combine marketing efforts to promote your story even further.

Get started

Citrix has further simplified the process by making available a first-class vendor, Ken Wright of KWD, to support you from start to finish with expert writing and graphic design. Plus, I will help promote your success story through Citrix channels such as, Citrix Partner Central and Citrix Partner Locator. To get started, visit Citrix Marketing Concierge. If you have any questions, please email

Remember, when it comes to selecting a product, vendor or service, having professional, polished customer success story can be a priceless promotional asset.