The 10x Case Study Playbook

Why Case Studies Take 6-8 Weeks

The traditional timeline:

That's two months for a single piece of content. If the customer ghosts you at approval—back to square one.

The Real Bottlenecks

1. Finding a willing customer. Your CS team identifies a "happy customer." You reach out. They go dark. Or "not a great time right now." Rinse, repeat.

2. The interview itself. Even willing customers need 30-45 minutes. Scheduling ping-pong adds weeks.

3. Customer approval. Legal review. Marketing wants to "polish" quotes. Two weeks becomes two months—or dies in committee.

You Already Have the Interview

It's called your call recordings.

The traditional case study process treats the interview as the starting point. But if you have call recordings, you have something better: unscripted, candid conversations where customers reveal how they really feel.

Where to Find Case Study Gold

Instead of scheduling a new interview, mine your existing recordings:

• Sales calls - Discovery calls capture the "before" state in vivid detail. Demo calls show what resonated. Negotiation calls often include competitive insights.
• Onboarding kickoffs - Customers articulate their goals and success criteria while they're fresh.
• QBRs and check-ins - This is where results live. Customers report progress, share metrics, and describe impact.
• Support escalations (especially resolved ones) - The thank-you after a crisis reveals genuine appreciation you'd never get in a formal interview.
• Renewal/expansion conversations - Customers justify continued investment to themselves. They articulate value in their own words.

What You're Looking For

As you review transcripts, hunt for four specific elements:

Why This Works Better Than Interviews

In a formal interview, customers perform. They know they're being recorded for marketing purposes. They choose their words carefully. They hedge.

In a sales call or QBR, customers are just talking. The authenticity comes through. You also get something interviews can't provide: a story that spans time.

From Recordings to Draft in 60 Minutes

Here's the step-by-step process to turn call recordings into case study content. Set aside about an hour for extraction--the actual writing comes next.

• Initial sales discovery call (captures pain points and requirements)
• Demo or evaluation call (shows what resonated and why they chose you)
• At least one recent CS call--QBR, check-in, or renewal (reveals results)

Tip: If you don't have transcripts, most conversation intelligence tools can generate them retroactively.

Run this prompt for each call transcript. You'll end up with multiple extraction documents that together tell the full story.

At this point, you have a solid case study outline built entirely from real customer conversations. Time for the actual draft.

Writing the Case Study

Without starting from scratch.

You've extracted the content. Now turn it into a polished draft. This is where AI earns its keep--not by making things up, but by structuring what you've already gathered.

This gives you a solid first draft in about 2 minutes. But you're not done--AI drafts need human review.

The Approval Hack: Validation, Not Review

Position it as validation, not review. Don't ask "Can we use this?" Ask "Does this accurately reflect your experience?" The first triggers approval workflows. The second is just confirming facts.

Most customers respond within 48 hours because you've made it effortless.

We Built a Tool That Does This Automatically

If you've made it this far, you now have a complete, working method for creating case studies from call recordings. Use it. It works.

But if you're nodding along while thinking "this would be hard to do for every customer at scale"--you're right. That's exactly the problem we built AdamX to solve.

What AdamX Does

AdamX is a Customer Proof Engine that automates the entire process you just learned: