The Evolution Of Customer Advocacy

January 1st, 2018

Lisa Nakano

Summary

As B2B organizations grow and change, they must often make new investments to meet their needs. The customer advocacy function often starts as a part-time or sparsely staffed department but quickly expands as it proves its value within a growing organization. In this report, we explain how the customer advocacy function evolves by revenue band and describe how enhancements to the function’s role, people, processes, interlock, and infrastructure can improve its effectiveness.

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