From Candidate to Case Study Writer: Avenue In Consulting
Sometimes, your next project finds you in an unexpected way.
The Situation
Seattle-based consulting company Avenue In originally contacted me as a candidate for a Microsoft contract, but after talking through my writing background, the team had a different idea: Could I help them tell their own story more clearly?
The Challenge
Avenue In had great client wins, but they needed short, structured case studies that could demonstrate what they do and why it matters, especially in early sales conversations.
My Role
I worked with the team to define a clear format, interviewed internal stakeholders, and wrote 4 one-page case studies. Each one was designed to stand alone while highlighting the bigger picture of how Avenue In creates value for clients.
The Outcome
The case studies became go-to sales assets, used across channels to explain services, spark conversation, and showcase client success. They brought structure and clarity to an offering that doesn’t always fit into a neat box.
“We contacted Maureen as a candidate for a technical writing role. After speaking with her, we realized she could also help us write case studies for our own sales purposes,” says Stuart Sullivan, Co-Founder of Avenue In.
“We had to convey a complex concept and its benefits in a succinct, easily consumable document by potential customers; no one's going to read a long white paper in a sales meeting!” he continues. “Maureen helped us greatly here, distilling the important elements into a one-page document while clearly communicating the project benefits. We appreciated her professionalism and timeliness—we'd definitely work with her again.”
Why It Worked
By helping Avenue In distill their services into simple, client-focused narratives, I gave them tools they could use again and again, with messaging that reflects their values and their consultants’ contributions.
Conclusion
If your team needs content that connects with your market and drives visibility, I’d love to help.
