Advocacy Accelerator: Change Management | CMA Podcast

About this Epsiode

Featured Guest: Kelsey Dobbs, Senior Customer Advocacy Specialist, Illumio

Launching a customer advocacy program is no small feat—especially when you’re navigating competing priorities, internal skepticism, and the ever-present need to prove value early. In this episode of The CustomerX Files, host Alison sits down with Kelsey Dobbs, Senior Customer Advocacy Specialist at Illumio, to unpack what it really takes to build a strong, scalable, and high-impact advocacy program from the ground up.

Kelsey brings a unique perspective shaped by hands-on experience building an advocacy function in a rapidly growing cybersecurity company. Throughout her journey, she’s learned that success doesn’t come from simply introducing a new platform or launching a shiny initiative. It comes from guiding people through change—aligning with stakeholders, activating early champions, and creating structures that enable advocacy to flourish long term.

This episode pulls back the curtain on the operational and cultural strategies that make those outcomes possible. Alison and Kelsey explore how to establish trust across the organization, set aligned expectations, and ensure advocacy becomes a critical part of the customer lifecycle—not just a marketing afterthought.

Listeners will gain valuable insights into how to:

• Navigate internal change management and secure buy-in across teams
  Advocacy requires collaboration—sales, CS, product, and marketing must all see the value. Kelsey shares how she builds consensus by meeting stakeholders where they are and demonstrating impact in ways that resonate with each audience.
• Build early adoption through communication and quick wins
  Momentum matters. You’ll learn how to design low-lift, high-visibility advocacy activities that show immediate value and get participants excited to stay involved.
• Operationalize advocacy success through repeatable frameworks
  Sustainable programs don’t rely on heroics. Kelsey outlines how to define clear workflows, enable internal teams, and set measurable goals so the program continues to scale.
• Create authentic engagement with customers
  The strongest advocates are not transactional—they are proud partners. Discover how Illumio cultivates meaningful participation that celebrates customer success stories and strengthens long-term relationships.

No matter where you are on your advocacy maturity journey—whether you’re launching your first program or optimizing what already exists—this conversation delivers practical advice and relatable inspiration. Kelsey and Alison share both wins and challenges, giving listeners a realistic roadmap for what success looks like and how to get there faster.

If you’re ready to move beyond theory and start driving visible, lasting advocacy impact within your organization, this episode is a must-listen. Tune in to learn how you can spark internal alignment, empower customer champions, and build a program that continues to grow, influence, and deliver measurable business value.

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