MIRO x AWS: CUSTOMER CASE STUDY PROGRAM
As part of Miro’s AWS partnership strategy, the team needed to demonstrate real enterprise adoption of Miro’s joint cloud solutions to AWS field sellers, enterprise prospects and the broader AWS practitioner community. Proof of concept materials and product descriptions weren’t enough. What the partnership needed was published, credible customer evidence showing how enterprise organizations were using Miro and AWS together to solve real engineering and operational problems.
The challenge was sourcing willing customers, extracting the right story from complex technical relationships, managing multiple rounds of internal and external approvals, and coordinating publication and promotion across content, social and sales enablement channels. There was no dedicated content production resource assigned at the time, so I owned the program end to end.
Story development and narrative design · Cross-functional stakeholder management · Customer interview coordination · Content production briefing · Sales enablement · Narrative development
My Role: End-to-End Case Study Production Across Three Published Stories
Working as part of the AWS partnership tiger team, I identified, developed and published three customer case studies alongside a keynote speaker narrative for Miro's flagship Canvas '24 event, managing every stage from customer identification through to live publication and sales enablement distribution.
Customer Identification and Internal Qualification
I worked with Miro's internal Solutions team, Product Marketing and Strategic Programs team to identify customers with strong, well-documented relationships who were willing to participate publicly. This required reviewing account documentation, interviewing internal stakeholders to understand the depth and quality of each customer's story, and assessing whether the narrative would serve both the AWS partnership goals and Miro's broader positioning.
Story Development and Drafting
For each case study I developed a structured outline defining the problem, solution and impact narrative before any customer contact was made. This gave internal reviewers a clear framework to pressure-test before committing customer stakeholders to a review cycle, reducing the number of revision rounds and protecting the customer relationship from unnecessary back and forth.
Once the internal outline was approved, I managed the customer review process iteratively, incorporating feedback from both internal teams and customer contacts until a final version was reached that satisfied all parties.
The three published stories covered:
> Sopra Steria: How a leading European technology consulting firm and AWS Advanced Tier Partner used Miro to run a hybrid Cloud Adoption Framework workshop engaging 150 stakeholders across business and technical domains, saving up to one week in preparation time and accelerating insight generation by 70% using Miro AI.
> Centrica: How Centrica's engineering team used Miro integrated with AWS to accelerate delivery of a customer-facing boiler diagnostic platform, projected to avoid approximately 60,000 engineer visits annually. This relationship began in 2024 when I worked with Titu Joseph Rajan, Head of Integration at Centrica, as a speaker at Miro's Canvas '24 event. I developed the full talk track narrative for Titu's session, providing a recommended structure and key messages for him to review, edit and gain internal approval on before presenting live.
> ClickHouse: How ClickHouse used Miro for AWS architecture design to accelerate feature development and improve cross-functional collaboration.
Approvals, Production and Distribution
Once final copy was approved I managed all internal approvals, coordinated image gathering, and briefed Miro's internal content team on publication requirements. I then briefed the social team on promotion, ensuring each story was amplified across Miro's owned channels at launch.
All three case studies were also uploaded to Miro's internal sales enablement hub, making them immediately available for the sales team to reference in customer conversations and AWS co-selling motions.
What the Program Delivered
Three published, live customer case studies on Miro's website and AWS blog, featuring named enterprise customers with quantified business impact. One keynote speaker narrative developed and delivered at Canvas '24.
A reusable case study development process covering customer identification, internal qualification, outline development, review management, approvals, publication and enablement distribution.
The stories now serve as foundational proof points for Miro's AWS partnership sales and marketing activities, distributed through both Miro's content channels and AWS's partner ecosystem.
Laura Farbo 