customer reference program


Point of Reference Leadership

Leadership Principles

We’re believers in the theory that the work environment for our team members and their satisfaction come first. Our team has been built almost exclusively through team member referrals. Our top hiring criteria is service. It has to be in the candidate’s DNA because it isn’t easily taught. We get a genuine rush when a client is delighted with our service and technology and we celebrate accolades as a team. That’s who we are, and always want to be.

Our founders are industry pioneers, recognized thought leaders and committed community members in the field of B2B enterprise customer advocacy.

David Sroka – President & CEO

David has been on all sides of the customer advocacy equation during his 20+ years in technology solutions such as marketing analytics, marketing fulfillment and automated customer care. Roles have included productivity training, sales & sales management, pre-sales consulting, and professional services management. Point of Reference was born of a classic “there’s got to be a better way” analysis of past experiences and a lifetime passion for continuous improvement.


Darren Smith – Vice President & CTO

With more than 20 years’ experience spanning sales, marketing, product management, operations, and business development, Darren has held positions with companies ranging in size from Fortune 500’s such as Boeing and Digital Equipment Corporation, to VC-funded startups. His career has charted a course through the high tech market and includes experience in customer care and marketing outsourced services, ERP and CRM enterprise software, custom application development, content management, and enterprise infrastructure solutions.



Lara Wells – Vice President, Customer Success

Lara has spent more than 13 years at Point of Reference, dedicated to helping our clients build and maintain world-class customer advocacy programs. She oversees our team of Account Directors, where a services-oriented approach not only supports the program managers who use ReferenceEdge within their organization, but also provides consultation within the customer advocate space as a whole.


Alison Bukowski – Vice President, Customer Experience

Alison’s background is rooted in customer service and marketing; she prides herself on leading through empathy and putting the customer first to create an engaging, multi-dimensional customer experience that drives strong business value and results. She took 20+ years in marketing, customer success, and sales operations to pursue her true passion: an exclusive focus on the overall customer experience and how each component of the customer journey needs to be represented and reflected in business operations, decisions, and strategy.