The opportunity:
Lucid's Professional Services team contains some of the most talented Agile practitioners, change management professionals, and product experts in the entire Lucid org. When they get involved in helping customers pre- or post-purchase, they made magical stuff happen.
But you wouldn't necessarily know it from Lucid's website.
As you can see below, our webpage did a good job describing what they can do for clients, but didn't fully tell the story of how their hands-on services deliver powerful outcomes for Lucid customers. It was very utilitarian:
The work:
In discussion with Professional Services leadership, we decided to initiate an experimental content series that would accomplish three things:
1. Bring more attention to Lucid's excellent consultancy, enablement, and coaching offerings
2. Enable Sales to better sell Professional Services for customers that need hands-on product help, and
3. Provide more opportunities for Professional Services team members to build thought leadership in their area of expertise
For each of these articles, I worked with Professional Services senior consultant Christopher Bailey to condense the complex work they did with clients into narratives that connected Lucid as a solution for common large-scale business initiatives, like increasing transparency or improving efficiency (click the bolded text to read articles, or see excerpts from my writing below).
To condense the complex, bespoke work our Professional Services team does with clients into an asset our Sales team could use, I worked with our design team to develop new "annotated expert breakdown"-style explainer images that provided Lucid use case inspo in the form of a simplified visual playbook.
We based these visual case studies on real work we'd done with real customers, but kept them anonymized to avoid sharing specific details of proprietary solutions we'd built for clients:
The impact:
Though I was only able to publish two of these pieces before departing Lucid, the response was great:
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Christphoper raved about our team's ability to turn his "messy thoughts into something cohesive"
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The pieces received good response and were well-shared on our employee social selling platform, PostBeyond
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Product Marketing requested we find ways to embed the anonymized case study visuals into Sales resources to make them even more readily available to the Sales team