Showing Your CMO The Impact Of Customer Advocacy

October 30th, 2019

Summary

Customer reference and advocacy programs can make a demonstrable impact on retention and growth for B2B organizations. These programs are often viewed as tactical reference fulfillment, which leaves practitioners struggling to gain resources and influence. Communicate to the CMO the value of references and advocacy in fulfilling business objectives to secure mindshare and resources.

In the B2B world, practitioners of customer advocacy must persevere to earn attention and resources from C-level executives. As these practitioners are focused on tactical metrics, they are often unable to connect the groundwork of customer advocacy to the achievement of business goals. In this report, we provide guidance for communicating to CMOs the value of customer advocacy and the positive impact it can make on business goal attainment.

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Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.