Featured Guest: Colette Chavalia, Principal Customer Marketing Manager, Databricks. Colette is a leader in customer marketing known for building programs that elevate customer voices and accelerate sales cycles.
Your advocacy program is up and running. Now it’s time to tap into its most valuable source of credibility and influence: the real voice of your customers.
In this episode of The CustomerX Files, we unpack what “Voice of the Customer” truly means in modern B2B—and why today’s smartest customer marketers are activating it far beyond the classic case study. We explore how authentic customer stories fuel trust, shape buying decisions, and become one of the most powerful tools in your go-to-market strategy.
You’ll hear how to capture richer, more meaningful customer insights, how to reuse those stories across sales, marketing, and executive conversations, and how to highlight customer impact in ways that actually move the needle. Whether your focus is sales enablement, leadership alignment, or increasing the visibility of your advocacy program, this episode gives you a practical roadmap.
• Elevating the Voice of the Customer
New ways to gather insights—from interviews to user-generated storytelling to data-backed proof points—and how to turn them into compelling narratives that resonate.
• Where customer stories create real impact
How leading teams use customer proof across deal cycles, ABM programs, product launches, onboarding, and C-suite conversations.
• Turning stories into measurable business outcomes
We break down how customer voice drives pipeline influence, accelerates deals, supports retention, and earns internal buy-in.
• Frameworks you can put to work today
Content mapping, intake processes, customer spotlights, and repeatable workflows that help you scale your VoC engine.
In a world full of noise, crowded categories, and skeptical buyers, authentic customer perspective is your strongest differentiator. Capturing it is step one—activating it strategically is what turns customer love into organizational impact.
This conversation shows you how to build a repeatable, measurable Voice of the Customer program that fuels better content, stronger alignment, and greater trust across your business.
It's only natural that many advocacy leaders have landed on the same objective: make the program easier to use by meeting users where they're already working.
Today, that increasingly means Microsoft Copilot, ChatGPT, Claude, Gemini or whatever generative AI assistant employees happen to have open.
Imagine a salesperson simply asking AI, "Find me three German healthcare customers using product Y, willing to speak with a prospect," instead of navigating to another interface, or waiting for someone from advocacy, or elsewhere, to respond. It's easy to see the appeal. Removing friction has always been one of the fastest ways to increase adoption.
It is exactly the right instinct.
The difficult parts, arguably the reason program managers exist, occur before and after AI says, "Here are your three best matches."
The value advocacy professionals bring is the ability to operationalize and scale customer advocacy for maximum impact. Quality advocate information doesn't just appear, it's the result of a system.
Now that the user has three advocates, what should happen?
Notice what happened. The search was completed.
The next steps are just as manual as ever if AI search is the be all, end all.
Reality Check
AI can tell you who could participate. It can't tell you who should participate unless someone (or something) has been keeping score.
This is where the story starts to feel strangely familiar.
Many companies still operate their program using spreadsheets, scattered CRM fields, shared drives, email folders, and the remarkable memories of a handful of program managers.
Eventually, organizations realize they aren't managing an advocacy program at all. They're managing lists that happen to contain advocates.
But the shortcomings are real:
Purpose-built advocacy platforms emerged because advocacy is much more than a search problem.
Ironically, AI has convinced some organizations to revisit the same shortcut they worked so hard to escape.
Let's imagine two different worlds.
In the first, AI recommends an advocate for a sales call.
Months later, AI knows this customer recently participated and may deserve a break before being asked again.
Now imagine the second world.
Three months later someone asks how many customer reference contributed to the revenue this quarter.
Silence. Nobody really knows.
The advocacy happened...hopefully. The program didn't. Collectively, the organization slowly stopped feeding the very system it depended on to understand its advocacy program.
Reality Check
If AI helps facilitate twenty closed-won opportunities this quarter, but none are recorded, your executive dashboard still says zero.
One of the easiest mistakes to make in an AI-first world is assuming that successful interactions somehow become organizational knowledge on their own.
They don't.
If a customer agrees to speak with a prospect and nobody records it, the organization loses far more than a single activity.
The most valuable advocacy data isn't simply who your customers are.
It's everything they've done.
That's the story AI actually wants to read.
It's often said that AI needs good data.
That's true.
But operational history is far more valuable than static customer information.
Those aren't search results.Those are patterns.
Remove any one of those pieces and AI becomes little more than an exceptionally fast search engine.
Reality Check
Every workflow skipped today is a pattern AI won't discover tomorrow.
The AI revolution has created tremendous excitement, and rightly so. Finding the right advocate is becoming dramatically easier than it was only a few years ago.
That's worth celebrating.
Just don't confuse a better search experience with a better advocacy program. Search is only one chapter in the story.
The organizations that see the greatest return from AI won't necessarily be the ones with the most sophisticated models.
They'll be the ones with the richest operational history.
Those organizations won't use AI merely to answer the question, "Who should we ask?"
They'll use AI to answer far more valuable questions.
That's when AI stops behaving like a better Google search.
That's when it starts behaving like a strategic partner.
Finding the right advocate has always been the opening scene.
If your AI can find advocates but your program can't learn from using them, you've built a remarkable search engine instead of a remarkable advocacy program.
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