Customer Case Study Proposal Template


Created by:
[Sender.FirstName] [Sender.LastName]

Created for:
[Client.FirstName] [Client.LastName]


Let Your Customers Tell Your Story:
Create Compelling Customer Testimonials

Dear [Client.FirstName],

[Sender.Company] is excited to share this proposal with you. Your customers can be your best product evangelists, and compelling case studies are an essential tool for your sales team. However, as you’ve found, sometimes these important pieces of sales collateral are hard to complete with internal staff, particularly when it involves coordination between customer, marketing & sales.

[Sender.Company] focuses relentlessly on both the process and the craft of creating outstanding sales collateral, particularly customer case studies. We are experts in capturing the business value of your current customers’ experience, and in communicating that value to your prospective customers.

We have deep experience working with clients of all sizes, and years of experience in creating messages that resonate teams in [Client.Industry].

The following pages include details of the full scope of our proposal, including a sample outline for finished case study. We hope to hear from you soon.



Table of Contents

Let Your Customers Tell Your Story: Create Compelling Customer Testimonials
Table of Contents
1. Situation Analysis
2. The Proposal
3. Timeline, Milestones & Deliverables
4. Joint Accountabilities
5. About Us
6. Pricing, Terms & Conditions
7. Terms and Conditions

1. Situation Analysis

[Client.Company] needs to build a library of marketing content based on existing customer experience, both for lead nurture and for sales collateral. This library will be a key part of sales enablement for [Client.Product1] and [Client.product2].

The first contribution to this library will be a series of [Client.NumProposed] customer case studies, as proposed here.

During our time together, we’ll work directly with:

If we are able to kick off the project by [Client.TargetStartDate], we can aim for a completion date of [Client.TargetCompletionDate]. Of course, timing will be highly dependent on our customers’ schedule.

We will plan on weekly meetings to track progress and goals. With our extensive experience in [Client.Industry], we’re looking forward to making this project a successful one.

2. The Proposal

[Sender.Company] will create up to [Client.NumProposed] Customer Case Studies, starting with outreach to [Client.CompanyName] customers, interviews, writing, and final design. To ensure that we are able to complete [Client.NumProposed] case studies, it is required that [Client.Company] provide names and contact information for twice that number of clients who have provided preliminary approval to participate.

[Sender.Company] will commit to completing the following activities, with [Client.CompanyName] support:
Create a custom interview guide to use with each customer
Interview customers to understand how they have used [Client.CompanyName] products, what use cases they have implemented, and what quantifiable and strategic impact they have achieved.
Develop written content for each case study (estimated to be 1-2 pages once designed)
Provide design services to produce the final case studies
Project management for all above activities

Examples of our work can be seen on our website here: [Insert Link to Website]

By taking a disciplined approach, we can be very successful in finishing these case studies in the timing required.

3. Timeline, Milestones & Deliverables

Following the outlined timeline below, [Sender.Company] will deliver 3 fully written, designed, and produced Customer Case Studies, in both PDF and Adobe InDesign format.

Milestone Target Date (with less prep): Details
Project Kickoff [Client.TargetStartDate]
  • Identify customer target list
  • Finalize overall themes for testimonials
  • Participants: [Sender.Company], representatives from [Client.Company] sales and marketing teams
Interview Guide [Client.InterviewGuide]
  • Single standard guide
Interviews [Client.InterviewDate]
  • Phone/in person if possible
  • Target [Client.NumProposed] + 1 interviews
Draft Case Studies Ready for Review [Client.DraftDate]
  • Review and comments needed from [Client.Company]
 Design [Client.DesignDate]
 [Client.Company] Approvals [Client.ApprovalDate]
  • Critical to identify all decision makers in advance
 Customer Approvals [Client.TargetCompletionDate]
  • Highly variable

4. Joint Accountabilities

[Sender.Company] commits to:

[Client.Company] commits to:

5. About Us

[Sender.Company] a boutique strategy, marketing and communications firm dedicated to our clients’ success. We have the experience and passion to bring your customer case studies to life, bringing clarity and speed to your sales process.

The [Sender.Company] team members below were carefully chosen to provide the very best service to [Client.Company].

Project Leadership Copy & Design (with less prep):
[Team Member A] [Team Member B]
[Team Member A Bio] [Team Member B Bio]

6. Examples of Our Work

[Sender.Company] has created Customer Case Studies and Testimonials for clients both large and small, in industries from consumer products to B2B technologies.

Below are examples of prior client work [Client.Company] might find interesting. One is a print document, much like what [Sender.Company] is proposing, as well as a video format Customer Case Study, for inspiration.

Customer Case Study Proposal

6. Pricing, Terms & Condition

Service Price(with less prep): QTY Leadership Subtotal(with less prep):
Case Study Content Creation $1,500.00 3 $4,500.00
Case Study Format Design $3,000.00 1 $3,000.00

7. Terms and Conditions

Fees are payable as follows:

The terms and conditions of this proposal are subject to change based on collaboration and discovery with [Client.Company] and [Sender.Company] and their mutual agreement therein.

By signing below, both parties indicate their acceptance of this proposal, and constitute approval to begin work if [Client.Company] policies do not require an additional consultant agreement.

[Sender.Company] [Client.Company]
Signed by:
Signed by:
Approved by industry professionals
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