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. […]
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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 61 entries.
Entries by David Sroka
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.
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 […]
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 […]
“How do your customers measure customer advocate program impact?” We get that question all the time. The good news is that it isn’t hard or complicated. It can be time consuming if you have the right technology, but not impossible. Before going further it’s important to separate measurement of activities vs. measurement of outcomes. Activity […]
If you’re in charge of a customer advocate or customer marketing program and it doesn’t feel like it’s going anywhere, that it doesn’t get the respect it should, we have a good idea why. Many advocate programs begin and evolve organically—that is, without a real strategy or alignment to top company goals. The result is a low-level function, […]
Marketing is a creative endeavor, so it is no surprise that creative “right brain” people are drawn to it. The hurdle we need to get over is what tools these creative marketers use to do their jobs. Just as animators have moved from pen to computer graphics, and cooks from campfires to convection ovens, marketing […]
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