Best Practices for Sharing New Customer Stories with Sales Teams

Charlotte Weiss · 2025-08-01 23:08:33.802882+00

When you create a new customer story, do you typically do an enablement session for the sales team? Or just send it out in an email? I've found our team tend to skim emails or don't take in the info about new stories

Best Practices for Sharing New Customer Stories with Sales Teams | CMAweekly Customer Marketing and Advocacy Slack

14 comments

· Sorted by Oldest

Grace Corey Simpson
·
I typically announce them via a Sales Slack channel and give a TL;DR summary and "3 Reasons You Should Use This Case Study Now" with three bullet points about the value/use case shown in the customer case study. This makes it so they don't have to read the entire story up front, but can determine whether it is useful for a current customer or prospect.
❤️8
👆1
👆🏽1
Shannon Howard
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We have a little distribution template so we put it in a variety of places:
Case study slide that Sales can pull into slide decks
Slack post in the Sales team channel with bullet point overview
Email to Sales & Account Management teams with bullet point overview
Reminder in bi-weekly readout of recently published case studies
👍1
👆🏽1
Caroline Englert
·
+1 on Slack channel updates with bulleted overview. And sharing via email with individual sales teams.
Grace Corey Simpson
·
I like to use a Slack Block Kit builder for announcing case studies, so there are clickable buttons and the message doesn't get lost with a ton of other messages in Slack. This is my general announcement template. Pro Tip: ChatGPT can write the JSON needed for building Slack Block Kit messages - this has been SUCH a timesaver for me 🙂
Shannon Howard
·
WOW. that's amazing, Grace!
1
Amy
·
Grace Corey Simpson any suggestions for where to find a short tutorial on how to use Slack Bot? thank you!
Grace Corey Simpson
·
Amy This is a short slide deck that I've presented on using AI to build block kits! https://docs.google.com/presentation/d/1zstB5e6fK1c8IVCVyjZgljx69-8gCG33P7QjVkYWjDs/edit?usp=sharing
❤️2
1
Amy
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thank you- such a GREAT concept! I especially love the '3 reasons why'....hope you don't mind my stealing that!
❤️1
Old account - don’t use -Cameron Olshansky
·
This is amazing! I've been copy/pasting my customer story sharing template for far too long!!!
❤️1
Charlotte Weiss
·
Thanks all! So I currently do an email with bullet points about why this may be useful to them, plus a link to the reference slide, the actual case study, and even a link to our social sharing platform. We unfortunately use Teams, and people don't tend to create groups to send out info on there.
😑1
Charlotte Weiss
·
Maybe it's the lack of Slack!
Grace Corey Simpson
·
I also used to join Sales + CS calls on a monthly basis with a "Customer Proof Round-Up" to showcase new content. I used to see a good uptick in usage after those calls 🙂
❤️1
Charlotte Weiss
·
Oh good!! Yeah I think I'll have to do that. At a previous company I'd do an enablement session with the dedicated customer success/customer account manager so they could share more detail (plus it showed collaboration)
Rose Fried
·
I absolutely love this and LOVE using AI to cut out so much of the work I definitely wouldn’t be able to do. I am working on building out a customer success story program and am getting to the amplification planning. This will be perfect if I can figure it out!
❤️1

Grace Corey Simpson
·
I typically announce them via a Sales Slack channel and give a TL;DR summary and "3 Reasons You Should Use This Case Study Now" with three bullet points about the value/use case shown in the customer case study. This makes it so they don't have to read the entire story up front, but can determine whether it is useful for a current customer or prospect.
❤️8
👆1
👆🏽1
Shannon Howard
·
We have a little distribution template so we put it in a variety of places:
Case study slide that Sales can pull into slide decks
Slack post in the Sales team channel with bullet point overview
Email to Sales & Account Management teams with bullet point overview
Reminder in bi-weekly readout of recently published case studies
👍1
👆🏽1
Caroline Englert
·
+1 on Slack channel updates with bulleted overview. And sharing via email with individual sales teams.
Grace Corey Simpson
·
I like to use a Slack Block Kit builder for announcing case studies, so there are clickable buttons and the message doesn't get lost with a ton of other messages in Slack. This is my general announcement template. Pro Tip: ChatGPT can write the JSON needed for building Slack Block Kit messages - this has been SUCH a timesaver for me 🙂
Shannon Howard
·
WOW. that's amazing, Grace!
1
Amy
·
Grace Corey Simpson any suggestions for where to find a short tutorial on how to use Slack Bot? thank you!
Grace Corey Simpson
·
Amy This is a short slide deck that I've presented on using AI to build block kits! https://docs.google.com/presentation/d/1zstB5e6fK1c8IVCVyjZgljx69-8gCG33P7QjVkYWjDs/edit?usp=sharing
❤️2
1
Amy
·
thank you- such a GREAT concept! I especially love the '3 reasons why'....hope you don't mind my stealing that!
❤️1
Old account - don’t use -Cameron Olshansky
·
This is amazing! I've been copy/pasting my customer story sharing template for far too long!!!
❤️1
Charlotte Weiss
·
Thanks all! So I currently do an email with bullet points about why this may be useful to them, plus a link to the reference slide, the actual case study, and even a link to our social sharing platform. We unfortunately use Teams, and people don't tend to create groups to send out info on there.
😑1
Charlotte Weiss
·
Maybe it's the lack of Slack!
Grace Corey Simpson
·
I also used to join Sales + CS calls on a monthly basis with a "Customer Proof Round-Up" to showcase new content. I used to see a good uptick in usage after those calls 🙂
❤️1
Charlotte Weiss
·
Oh good!! Yeah I think I'll have to do that. At a previous company I'd do an enablement session with the dedicated customer success/customer account manager so they could share more detail (plus it showed collaboration)
Rose Fried
·
I absolutely love this and LOVE using AI to cut out so much of the work I definitely wouldn’t be able to do. I am working on building out a customer success story program and am getting to the amplification planning. This will be perfect if I can figure it out!
❤️1