You can tell potential buyers ad nauseum how great your product or service is, and the benefits they'll get from it, but sometimes they need to hear it from someone that's not a sales rep. So it makes sense that case studies are an effective and popular sales tool - as of 2015, 77% of companies had case studies as part of their selling strategy. Not only do case studies allow potential buyers to see the successes of your current customers, it allows them to draw parallels to similar problems they're also trying to solve. Think of it as a current customer speaking to a potential customer about how much your product or service has helped them. Case studies are powerful stories that help you gain new clients, regardless of your industry, and are an important part of your sales enablement arsenal. Let's take a look at what goes into an effective case study, and how you can start creating your own.