Sometimes salespeople act like Greta Garbo―they just want to be left alone to do their thing in peace. That isn’t okay if that includes ignoring or circumventing your customer reference management processes and tools. One of the many responsibilities of a customer reference program manager is promoting, persuading and rewarding reticent salespeople to embrace the […]
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About David Sroka
This author has yet to write their bio.Meanwhile lets just say that we are proud David Sroka contributed a whooping 58 entries.
Entries by David Sroka
Are you mining your customer base to find your most precious asset: Customer Advocates? Satisfied customers who are willing to share their success stories as your client are the lifeblood of a customer advocate program. Yet, most of the companies we start conversations with have not fully identified those clients, don’t know how many they […]
Advisory boards are essential for customer reference programs. As a customer marketing/customer reference/customer advocate program manager, you need regular feedback to ensure the program is on track to meet the needs of its stakeholders. Relevance is the name of the game. Your primary objective is to provide the most valuable assets (customer advocates and customer […]
Customer Advocate Program adoption by a company’s sales and marketing users may mean different things to different audiences in the company. We think of it in simple terms. The end goal is to make it easy for salespeople to leverage customer advocates through content (case studies, videos, quotes, etc.) and activities such as reference calls, site […]
The individual chosen to lead a customer reference program often determines the program’s potential. Do they align with company goals? Do they have social IQ and EQ? Do they understand data? Here you’ll find a list of the most important traits of an effective reference manager.
A customer advocate program (CAP) is nothing without a list of bonafide, satisfied customers. It’s the first building block among many blocks in assembling a legitimate program. You know there are plenty of candidates out there, but what’s the best way to get to that treasure trove? You have a number of options and which […]
First off, no, I’m not pitching a service. Rather, I’m predicting (and endorsing) a new role in corporate marketing. There is a clear need for a more cohesive approach to customer advocate marketing, customer reference marketing, customer marketing or whatever your company calls it. Various customer reference activities occur today in pockets of your organization. […]
Senior Executives throughout an organization need to invest in the customer advocate-centric approach that puts the customer and customer results at the heart of their enterprise. Today’s nimble organizations foster an active, cross-functional interchange of information. Marketing fills the funnel and Sales empties it.
One of the biggest hurdles in launching a customer advocate program is changing behavior, particularly when that program includes using new technology and instituting different processes. After all, most sales and marketing people aren’t technology wonks or process geeks. Many of our customers have achieved truly impressive results leveraging our best practices combined with their […]
It’s a cyclical question in our domain. Does it make more sense to buy “off-the-shelf” customer reference management software to run your customer reference/advocate program, or to build it? It’s pretty attractive to think about the license fees that can be avoided if the internal IT group can develop a tool. So why not go […]
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