You make some great points. Setting the expectation for a case study early on is key. One of my colleagues actually uses the potential for a case study as a closing tactic in the sales process. Something like, “We’ll exceed your expectations and will come back to you for a case study down the road.” It implies to the customer that the product or service will be a success.

Also, I agree that you do have to find an angle that will benefit both the vendor company and featured customer in order to get the customer’s permission.