Best Practice Report

Customer Advisory Boards: Charting Their Course

January 1st, 2018
Lisa Nakano, null
Lisa Nakano


Customer advisory boards (CABs) help B2B organizations nurture customer relationships and gather valuable feedback. Failing to clearly define expectations and goals is a common impediment to CAB success. The CAB process should begin by carefully crafting a governance charter that will be reviewed by the executive sponsor, a steering committee and legal.

Many B2B organizations use customer advisory boards (CABs) to gain valuable feedback and insights on business challenges, company strategy and new offerings. In this report, we provide guidance for gaining organizational buy-in for a CAB’s mission, and how to begin the execution process by drafting a well-constructed charter.

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