Program Value & Education
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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Customer Advocate Program Goals CxOs Care About

Customer Advocate Program Goals CxOs Care About

In the current evolution of customer marketing & advocacy (CMA), aligning your program with organizational growth goals is paramount. Successful programs not only establish clear communication channels with leadership, presenting concise and relevant data, but...

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Goal Setting Principles for Customer Marketing

Goal Setting Principles for Customer Marketing

Setting program goals seems like an obvious thing to do for any Customer Marketing Manager. In the beginning, centralizing all your advocate information and tagging it for easy discovery is job #1. You may determine there aren't enough of a particular type of advocate...

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Opting for Human Engagement Above AI with CABs

Opting for Human Engagement Above AI with CABs

After reading David’s blog post Preserving Humanity in Customer Marketing, I was struck by the parallels in my own work. As a Customer Advisory Board (CAB) consultant, I’ve spent the past two years interviewing customers, executives, and VPs of Product and Product...

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Surveying Customer Marketing Stakeholders

Surveying Customer Marketing Stakeholders

User feedback is essential to continuous improvement. For marketers, it can be from community interactions, NPS surveys or other forms of customer satisfaction surveys, the customer success team and advisory boards. Turns out, the same channels apply for customer...

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Customer Marketing Program Adoption & Salespeople

Customer Marketing Program Adoption & Salespeople

This is your biggest challenge, right? Salespeople are tough to corral since they are such independent creatures with a single-minded drive. It's clear, from an enterprise viewpoint, how an organized and efficient customer marketing program can make their lives...

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Don’t Leave Your Customer Marketing Program Unattended!

Don’t Leave Your Customer Marketing Program Unattended!

One of the sections in our Change Management Playbook addresses the sustainability of a customer marketing program. Although it seems pretty obvious, the topic is planning for extended time out of the office. Sometimes it seems like you're not away from work enough;...

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The Self-Driving Customer Marketing Program

The Self-Driving Customer Marketing Program

The good news is that this will one day be a reality. The bad news? This program won't be available until 2050 at best. The reality about customer marketing & advocacy programs is that natural intelligence is still a really big part of what we do. There is a lot...

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