Best Practices Articles

To Build or Buy? Customer Advocate Management Software

It's a question that comes up once or twice a year in our domain. Does it make more sense to buy "off-the-shelf" customer advocate management software to run your program, or to build it? It's pretty attractive to think about the license fees that can be avoided if...

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Fostering Trust: Continuous Stakeholder Engagement

Fostering Trust: Continuous Stakeholder Engagement

The importance of customer engagement as a central part of customer advocacy is well understood. It may not always be executed to the fullest, but like with any type of relationship you value, care and feeding is necessary and assumed. Do you apply the same principle...

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Advocacy Programs: Overcoming Internal Change Overload

Advocacy Programs: Overcoming Internal Change Overload

Are You a Change Junkie? Most people are not, and that should influence how you approach many aspects of your customer advocacy program. We had a really terrific conversation this week with our Change Champion customer, Meagan McAlexander, from CentralSquare...

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The Customer Success-Integrated Advocacy Ecosystem

The Customer Success-Integrated Advocacy Ecosystem

Way back in 2016 I attended the Gainsight PULSE conference. It was a real epiphany for me. I hadn’t realized just how far the customer success function had evolved. My takeaway was that customer success, when it exists, should be a sibling to customer advocacy. In...

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Customer Advocate Success with Shared Commitment

Customer Advocate Success with Shared Commitment

Discrete Function to Program When customer advocate/reference programs came into being, they were typically tasked with one or two objectives: create case studies, and/or find customer references to help Sales move forward and close opportunities. As such, the...

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Everboarding Your Stakeholders

Everboarding Your Stakeholders

You may have heard the term everboarding. It applies to so many situations in business, including stakeholders and customer marketing/advocacy. Onboarding is a one-off project; everboarding is a continuous, evolutionary process. In practice, almost everything involves...

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Embedding Customer Marketing in Your Company’s DNA

Embedding Customer Marketing in Your Company’s DNA

We're true believers in the change management model from Prosci. Successful customer marketing and advocacy programs (CMA) all have effective change management at the center of their operations. Often it is the program manager's innate understanding of what's required...

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