Thought Leadership

May 15, 2026

Customer advocacy is often misunderstood as a “nice-to-have” function, but high-performing organizations know it plays a critical role in sales acceleration, customer trust, and revenue influence. In this conversation, Lisa Kaspari shares why customer advocacy is far more than “fluff” and how advocacy professionals can establish themselves as strategic drivers within the business.Drawing from real-world experience using ReferenceEdge and partnering with Point of Reference, Lisa discusses the importance of visibility, consistency, and internal enablement in building a successful customer advocacy program. From embedding advocacy into sales conversations to proactively guiding teams toward the right processes and tools, she explains how advocacy leaders can create lasting organizational impact.Lisa also shares a relatable milestone for advocacy professionals: when leadership and sales teams begin proactively directing others to tools like RefSearch instead of bypassing the process entirely. That shift signals true organizational adoption and demonstrates the value of building a scalable, trusted customer advocacy program.

May 12, 2026

Transforming customer advocacy through strategic partnership, responsive support, and proactive reference management

April 28, 2026

AI adoption training, AI agents in business, AI workforce integration, training employees on AI, AI change management

AI doesn’t behave like software—it behaves like a new hire. Learn how to train teams to work with AI, not just use it, and unlock real productivity gains.

April 12, 2026

On this episode of The Customer X-Files, Alison Bukowski sits down with Jeni Asaba to explore the evolving role of customer communities in an AI-driven world.

April 12, 2026

AI for marketing teams, AI productivity, customer advocacy technology, AI risk in business

Customer marketing teams are adopting AI to scale advocacy—but without the right design, it creates more work. Learn how to avoid AI brain fry and stay efficient.

April 12, 2026

customer community, customer-led growth

In this CMA podcast episode of The Customer X-Files, Alison Bukowski sits down with Jeni Asaba to explore the evolving role of customer communities in an AI-driven world.

April 12, 2026

customer advocacy strategy, influencing without authority

Influencing without authority is a critical skill for customer marketing and advocacy leaders. Learn how to drive revenue, retention, and alignment across teams.

February 24, 2026

marketing burnout

Marketing burnout is intensifying as CMOs face AI overload and ROI pressure. Discover how customer advocacy programs are stabilizing teams and sharpening focus!