Citrix: Customer Marketing — Just-in-Time Support, Proven Impact

It’s conventional wisdom that the stories customers tell about their experience with a company have an impact on other customers’ decisions. And to maintain internal credibility and appropriate investment, it’s important to make it easy for sales reps to get what they need, when they need it, from customer advocacy — and show the influence of that support on successful results. This is especially true when justifying investments in people, programs, and systems that make it easier to identify and amplify customer stories. In this case study, we show how Citrix built an expanded customer marketing function that better meets the needs of customers and sales while also proving the value of its contributions.