Every company wants to tell its success stories. They go by different names -- testimonials, case studies, proof points, application stories -- and they take different forms (some longer, some more technical). But they usually come down to the same basic idea: our company has a solution to this customer's problem and they are willing to endorse it publicly.

Many of the success stories I've encountered for business-to-business clients have taken longer to complete and seemed more difficult than they should have. While I can't guarantee smooth sailing every time, I can share seven sure-fire ways to reduce the obstacles, frustration and time required to complete a customer success story:

1. Make sure it fits your core communications strategy.  It might be a great project or a big sale, but if it doesn't highlight a success that fits your current go-to-market strategy it may get shot down by your own management.  Stick close to strategy.
2. Make sure you have customer organization buy in, and not just the approval of the direct customer contact.  Especially in larger customer organizations, you will need a senior public relations or corporate communications manager to sign off.  Get this early in the process or risk getting shot down by the customer.
3. Simplify story research by limiting the number of interviews.  Two or three knowledgeable people can give you adequate perspective and details.  Don't call everyone the sales rep puts on the list (yes, those contacts and relationships are important in the sales context, but they will hamper development of the success story).
4. Simplify the story.  Set the stage and then focus on the customer's problem and your (or your client's) solution.  Skip extraneous details.  Get a couple of germane quotes.  Avoid the temptation to write at length about the customer relationship or to provide a complete exposition of your technology or service.
5. Write to your audience.  Yes, this applies to all forms of writing but it's a make-or-break aspect of the success story.  If there are multiple uses for a particular story -- a design engineer version and an end-user version, for example -- write two different pieces, one for each audience.  Audience focus will improve the writing, simplify approvals, and help secure placements with target publications and Web sites, too.
6. Streamline review and approvals.  Only those who must see the success story -- including your primary sources -- should see it and have the opportunity to comment.  Respond to comments and criticism quickly and seek a re-review only if meaning or intent change significantly.   (This is a guideline, of course; you should follow company or client company policy on approvals).
7. Insist on good application photography.  Amateur snapshots, even digital ones, just aren't good enough.  If you are going to invest the time (and your customer's time) in a success story, pay it off with professional photography.  Those images will increase the chances of publicity placements and have many other uses in both print and electronic forms including your Web site and e-news programs.

Success stories are important elements of most business-to-business marketing communications programs.  Stay on strategy.  Simplify the story.   Truly target your audience.  Sort out buy-in and approvals up front.  Buy some good photos.  That's my story.