Thursday, March 1, 2018

Customer Advocates: ‘Point Guards’ of the Modern Enterprise


Stephen Curry is arguably basketball’s best point guard. He dribbles the ball with ease through the toughest defenses and passes through the tightest of openings. More importantly, Curry is the ultimate playmaker, coordinating teammates and orchestrating complex plays with masterful precision.
When you think about it, customer advocates are a lot like point guards. They’re experts at orchestrating complex customer interactions across multiple teams. When they’re on their game, customer advocates can help your company win on the highly competitive corporate playing field.
I’ll be exploring the similarity between the two professions in depth at the Summit on Customer Experience on March 5-7 in Redwood Shores, Calif. I’m excited to be co-presenting with Jeanne Talbot, a 15-year veteran of customer advocacy for companies such as Lexmark and CloudBees.
Jeanne and I will talk about how successful customer advocacy programs require tight coordination of customer activities across a broad set of internal teams, including sales, marketing, customer success, and the executive suite. Program leaders need to master fundamentals such as building strong relationships with customer sponsors to ensure participation, and tracking the business impact of advocacy activities to secure resources and grow budgets.
Jeanne will detail effective customer advocacy strategies she’s used to win over her company’s top executives and customers alike. Then we’ll open the floor and listen to your experiences in customer advocacy and identify unique opportunities to gain the confidence of marketing, sales and product executives at your company.
Ready to become the next Stephen Curry for your customer advocacy program?  Stop by our session and learn how to develop your point guard skills and win the MVP award for your business!

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