What does customer advocacy look like from the executive seat?
In this candid fireside chat, Andrew Mersman, Vice President of Sales Enablement at Netsmart, joins Alison Bukowski to explore customer advocacy as something much bigger than references, reviews, case studies and customer asks.
They discuss what separates a truly strategic advocacy program from a collection of activities, how practitioners can communicate business value in ways leadership understands, and how to build influence across Sales, Marketing, Customer Success and other parts of the organization—even when you don't have formal authority.
But the conversation ultimately comes back to something simpler: relationships. Strong advocacy is reciprocal. It requires trust, honoring commitments, understanding what customers value and continuing to show up—even when circumstances change or things get difficult.
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