The lesson
If buyers are weighing build against buy, give that decision its own section in the case study and let the customer argue it.
The move
The headline reads "HOW ATLASSIAN'S BUILD VS BUY DECISION DROVE AN 820% BOOST IN MEDDPICC USE", with Challenge and Outcome blurbs below. After a section on the coaching bottleneck, "Build-vs-buy: Which was the clear winner?" carries a pull quote from Atlassian's Principal Product Manager. Later, a Goal, Capability and Proof point table summarizes results.
Why it works
- Our readA reader tempted to build sees the objection named: the page spells out the hidden tax of building, then quotes the customer on why they bought.
- Our readThe summary table ties each goal (Efficiency, Effectiveness, Productivity) to a capability and a proof point, so a skimmer gets the argument without reading the narrative.
What not to copy
Don't copy the 820% headline unless your customer will confirm the number in writing. Keep the section that names the alternative the buyer is considering and quotes the customer on why they chose differently.
