Dashboard Guidelines: Customer Advocacy

Like other marketing disciplines, customer advocacy must be measured and tracked in order to provide insights into the impact of advocacy activities. Use the Customer Advocacy Dashboard as a tool for identifying and sharing advocacy’s impact. Measuring advocacy impact by program family helps ensure that advocacy’s contributions are mapped to key business goals.

During the past decade, B2B marketing organizations have begun tracking their contributions to the business through dashboards that align with broad organizational goals. In particular, with the increasing importance of customer advocacy in supporting both the buyer’s journey and the customer lifecycle, marketers are starting to rigorously measure advocacy’s impact. In this report, we present a framework for designing a customer advocacy dashboard that reports on the contributions of customer advocacy to the business.