Scaling Global Customer Advocacy | CMA Podcast

About this Episode

Featured Guest: Kristin Sanderson

On this episode of The CustomerX Files, Alison is joined by Point of Reference customer and Global Customer Advocacy Manager, Kristin Sanderson, for an in-depth exploration of what it takes to scale customer advocacy across global teams and markets. Together, they unpack how today’s most successful customer advocacy programs go far beyond simple reference fulfillment to become strategic engines of long-term growth and revenue impact.

As organizations expand their reach, the challenges of managing relationships, aligning stakeholders, and measuring impact become increasingly complex. In this conversation, Kristin shares her experience navigating these challenges and offers practical frameworks for building advocacy programs that not only grow in size but scale in strategic value. Listeners will learn how strong customer relationships — deliberately cultivated and thoughtfully integrated with revenue goals — can become a sustainable source of competitive advantage.

Scaling your Customer Advocacy Program

A key focus of the episode is the idea that advocacy is not a one-off activity but a repeatable, scalable discipline. Kristin and Alison dive into how successful teams collaborate with cross-functional partners including sales, marketing, customer success, and product to embed the customer voice into business processes and go-to-market strategies. They explore why shared accountability matters, how to balance global consistency with local relevance, and how to ensure that advocacy efforts translate into measurable outcomes tied to revenue, retention, and loyalty.

Listeners will walk away with clear insights into:

• Why scaling advocacy matters in a global business context and how it contributes to both customer satisfaction and business growth.
• How to foster cross-functional collaboration — breaking down silos and creating shared ownership of customer advocacy outcomes.
• Strategies for measuring advocacy impact, including techniques for quantifying the value of advocate engagement in business terms.
• Practical approaches to global program management, balancing consistency, localization, and stakeholder expectations.

Throughout the discussion, Kristin emphasizes that a scalable advocacy program requires intentional design, ongoing measurement, and an unwavering focus on relationships, not just activity metrics. Whether you’re a customer marketing leader, advocacy practitioner, or revenue operations partner, this episode provides actionable guidance to help you evolve your advocacy strategy from reactive to strategic.

Listen now to discover how thoughtful planning, effective collaboration, and a focus on measurable outcomes can help you scale customer advocacy globally and unlock new avenues for growth.