Go-To-Market Strategy
Proof assets built on the constraint, the work, the system it fed, and a figure the client will confirm on a reference call.
Book a scoping call2.2 million
verified data points
5 days
to the first qualified leads
60+
technology leaders
30
state programs
How it works
Case study work sits inside Go-To-Market Strategy, and the client approves every figure before publication. Your sales team gets the wording for the first call.
Map the story
Map the client's before state, the constraint, the work, and the result, in an interview with the person who felt the problem. Their words go in, not yours.
Write the page
Write the page around the buyer's problem, with the constraint named first and every figure attached to a record the client has approved.
Build the formats
Build the versions your sales team uses: a web page for search, a one-page document for proposals, and a short post for LinkedIn.
Hand it to sales
Hand each case study to your reps with the moment to use it: the first call, the shortlist stage, or the reference request before signature.
Start here
Tell us what your pipeline needs to do next quarter. We will tell you plainly whether we can fill the gap, what it would involve, and whether we are the right partner. You will hear back within one business day.
A page that lists what a managed service provider (MSP) installed reads as a description of the work. A buyer is looking for someone whose problem matched theirs.
Proof is checkable detail: the constraint the client was under, the work done, the system it fed, and a result someone will confirm. Each of those four is something the buyer can put to your client on a reference call.
Pick the client whose problem your next buyer is most likely to share. Write that one properly before writing any others.
The sign-off matters as much as the writing. A figure your client has approved can go in a proposal, and one they have not seen cannot.
Four things make a case study checkable: the constraint, the channel, the system it fed, and a figure the client will confirm. The last one is the part a buyer can test.
Nexus Channel Partners, a UK Microsoft channel partner, is published with 184 qualified Microsoft Copilot leads in 90 days and 31 converted to active sales opportunities.
A qualified lead is a verified decision-maker who is evaluating now, delivered with the buying trigger, the stakeholder map, and the intent history. Your reps get the same four parts on every lead the program hands over.
Proof assets work on buyers who are already evaluating. Our MSP Lead Generation program finds those accounts on a renewal window or a leadership change and hands them to your reps.
Your rep arrives with the trigger, the stakeholder map, and the intent history, and the case study matching that buyer's sector goes out before the second call.
Ask whether they have written for a managed services buyer before. We work in the IT channel only, so the interview does not begin with a lesson in your business.
Ask who will run the interview and write the page. One program manager owns the work for the term, and the same person sits in the reference call.
This work suits managed service providers selling to organizations of 100 to 2,500 seats. Inside that band the published fit is MSSPs, security-led MSPs, and Microsoft-centric MSPs.
If no client will let you publish a figure yet, start by asking three of them, because the answer decides what the page can say.
Why proof assets are your most valuable MSP sales tool
The xpandly guarantee
It applies to Microsoft Copilot leads, and the program page states it in full.
74%
of IT buyers say case studies and client success stories are among the top three factors influencing their managed service provider shortlist decision
2.9x
higher proposal close rate for MSPs that include a industry-relevant case study in their pitch compared to those that do not
38%
reduction in average sales cycle length when MSPs share specific proof assets within the first two touches of the sales process
Common questions
What makes a case study work?
Checkable detail. The constraint the client was under, the work, the system it fed, and a figure the client has approved, written in the buyer's language rather than yours.
How many do we need?
Enough to cover the sectors and the service lines you sell. One evidenced page per sector does more in a shortlist conversation than a wall of client logos.
Can we name the client?
Only with written sign-off, and it is worth asking for. Without it, write the sector, the size band, and the country, and keep every figure exactly as the record shows.
Who runs the interview?
Someone who can ask a second question. The person who felt the problem gives the detail that makes the page checkable, and a form sent by email will not.