Customer Advocacy Landscape | CMA Podcast

About this Episode

Featured Guest: Lauren Turner

A Deep Dive into the Evolving Practice of Customer Advocacy

In this episode of The CustomerX Files, host Alison sits down with seasoned customer marketing and advocacy (CMA) expert Lauren Turner for an unfiltered, forward-looking discussion on the current state of customer advocacy—and where the discipline is headed next. As organizations face mounting pressure to demonstrate real impact, unify customer-facing teams, and activate customer stories at scale, Lauren offers a candid look at what leaders must prioritize to succeed in today’s landscape.

This conversation goes beyond surface-level tactics. Lauren outlines the macro forces reshaping advocacy programs today, the gaps she sees in how organizations operate, and the opportunities that the most strategic teams are already beginning to unlock. Whether you're building an advocacy function from scratch or looking to elevate a mature program, this episode offers insights you can put into practice immediately.

The Shifting Role of Advocacy in B2B Organizations

Throughout the episode, Lauren emphasizes how dramatically the expectations for advocacy have changed. No longer a “nice-to-have,” customer advocacy has become a foundational engine for influence, credibility, and revenue. Buyers trust peers more than brands, sales cycles are getting longer, and decision-making committees are expanding. This makes authentic customer voices more critical—and more impactful—than ever.

Lauren explains how leading organizations are reframing advocacy as a strategic growth lever, rather than an isolated marketing initiative. She breaks down:

• Why customer references, peer reviews, and real-world proof points now play a central role in pipeline acceleration
• How teams are using advocacy content to support cross-functional stakeholders, including sales, product, customer success, and executives
• The shift from “story collection” to “customer activation,” where customers are invited into ongoing, meaningful participation

Her perspective highlights a growing truth across the industry: advocacy is no longer just about collecting wins—it’s about enabling the business.

AI, Automation, and the Future of Advocacy Programs

A key theme in this episode is the expanding role of AI. Lauren shares her take on how AI is reshaping the advocacy discipline—from automating workflows and surfacing insights to enhancing customer experiences and uncovering new opportunities for engagement.

But she also offers a grounded warning: success with AI requires clarity, intentionality, and thoughtful change management. Tools alone don’t transform a program; teams do. Lauren breaks down what enables AI-powered advocacy programs to succeed and where many organizations misstep, providing listeners with a realistic roadmap to integrate emerging technologies effectively.

What Advocacy Leaders Need to Prioritize Now

Lauren and Alison also explore the skills and strategies advocacy professionals must embrace to stay relevant and future-ready. Among the biggest takeaways:

• The importance of outcome-driven storytelling
• How to create scalable advocacy motions that support hyper-growth
• Ways to measure program influence and attribute real business impact
• The expanding expectations for CMA leaders as internal strategists and cross-functional connectors

Lauren also reflects on the growing expectations placed on advocacy teams—and why this evolution presents an exciting opportunity for practitioners who want to expand their influence.

Who This Episode Is For

This episode is ideal for:

• Customer marketers and advocacy professionals
• Sales enablement and customer success leaders
• B2B marketers looking to build trust and credibility
• Anyone responsible for strengthening the customer voice within their organization

Whether you’re exploring new strategies, evaluating your current program, or charting a future vision, this conversation delivers clarity and direction.

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