Customer advocacy is often misunderstood as a “nice-to-have” function, but high-performing organizations know it plays a critical role in sales acceleration, customer trust, and revenue influence. In this conversation, Lisa Kaspari shares why customer advocacy is far more than “fluff” and how advocacy professionals can establish themselves as strategic drivers within the business.
Drawing from real-world experience using ReferenceEdge and partnering with Point of Reference, Lisa discusses the importance of visibility, consistency, and internal enablement in building a successful customer advocacy program. From embedding advocacy into sales conversations to proactively guiding teams toward the right processes and tools, she explains how advocacy leaders can create lasting organizational impact.
Lisa also shares a relatable milestone for advocacy professionals: when leadership and sales teams begin proactively directing others to tools like RefSearch instead of bypassing the process entirely. That shift signals true organizational adoption and demonstrates the value of building a scalable, trusted customer advocacy program.
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