Featured Guest: Kristin Sanderson
In this compelling episode of The CustomerX Files, host Alison Bukowski sits down with Kristin Sanderson, Global Customer Advocacy Manager and trusted Point of Reference partner, to explore one of the most powerful — yet often overlooked — drivers of business growth: customer relationships.
While many organizations invest heavily in tools, processes, and performance metrics, Kristin and Alison make a compelling case that true revenue acceleration starts with something far more human. This episode explores how strong, authentic customer relationships go beyond “feel-good” engagement and become a measurable, strategic asset that directly influences pipeline, retention, expansion, and long-term brand trust.
Throughout the discussion, Kristin shares her real-world experience building and scaling advocacy programs that align closely with revenue-generating teams like sales, marketing, and customer success. Together, she and Alison unpack why customer advocacy and relationship management are often misunderstood — and how reframing them as business drivers can elevate their impact across the organization.
One of the central themes of the episode is alignment. Kristin explains how advocacy teams can work more effectively with sales by understanding sales priorities, timing, and pressure points — and how this collaboration helps ensure customers are engaged in ways that feel authentic, respectful, and mutually beneficial. Rather than treating customer advocates as transactional assets, Kristin emphasizes the importance of long-term relationship stewardship that builds trust over time.
The conversation also tackles a challenge many customer marketers face: measurement. How do you quantify the value of relationships in a way that resonates with executive leadership? Kristin and Alison discuss moving beyond vanity metrics to connect customer engagement, advocacy participation, and relationship health to tangible business outcomes such as deal velocity, win rates, renewals, and expansion opportunities. Listeners will gain insight into how to tell a stronger story with data — one that reflects both the emotional and economic value of customer relationships.
Another key takeaway is the role of accountability. Kristin outlines practical frameworks for setting expectations internally, tracking impact, and ensuring advocacy and relationship-building efforts are tied to clear business goals. This includes defining success metrics, establishing feedback loops with internal teams, and continuously refining strategies based on what’s working — and what isn’t.
Whether you’re a customer marketing leader, advocacy practitioner, or part of a cross-functional revenue team, this episode offers practical insights you can apply immediately. It challenges conventional thinking, reinforces the strategic value of human connection, and provides a roadmap for turning relationships into a repeatable revenue engine.
Listen now to discover how prioritizing authentic customer relationships can transform not only how your teams work together — but how your business grows.
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