Unlock the strategic value of customer advocacy by learning how to measure measurable ROI and tangible customer outcomes in your organization. In this insightful video, Customer Marketing & Advocacy (CMA)expert Carlos Gonzalez breaks down how modern advocacy programs — powered by tools like ReferenceEdge — move beyond anecdotal wins to data-driven business impact.
Customer advocacy has long been seen as a “soft metric”— great for sentiment but hard to quantify. Carlos explains why this mindset must change if advocacy is to earn executive support, secure budgets, and tie directly to key performance indicators like revenue influence, pipeline impact, churn reduction, and customer success outcomes.
Carlos illustrates how ReferenceEdge enables teams to:
This content is essential for any CMA, CRM, or customer success leader looking to prove program impact with numbers instead of anecdotes.
Carlos shows how to connect specific advocacy interactions —such as sales references, peer-to-peer calls, and testimonials — directly with influenced deals and revenue outcomes. Rather than simply counting activities, he focuses on measuring business impact.
One of the biggest obstacles to measuring ROI is fragmented data. In the video, Carlos explains how centralizing advocate profiles, history, and interactions in a CRM-native tool (like ReferenceEdge) enables complete tracking and analysis.
From onboarding and early adoption to renewal and expansion, this session highlights how to capture customer outcomes at every phase — and how they feed into measurable business metrics that matter to executives.
It’s one thing to measure results — and another to communicate them effectively. Carlos shares best practices for presenting ROI findings to senior leadership in terms they value, supporting stronger funding and broader organizational buy-in.
In the competitive landscape of B2B SaaS and enterprise technology, customer advocacy is a strategic asset that drives growth, retention, and brand credibility. But without the ability to measure its impact, advocacy is too often treated as a nice-to-have rather than a mission-critical driver of business outcomes.
This video is valuable for:
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