Customer Advocacy Programs Skill

When to Use

• Building a new references or case study engine.
• Standing up advisory boards, councils, or community spotlights.
• Refreshing incentives, logistics, or measurement for existing advocacy motions.

Framework

1. Candidate Pool – identify accounts by health, persona, usage, sentiment, ARR.
2. Value Exchange – clarify why customers would participate (access, insights, promotion, perks).
3. Program Design – define format (case study, event, video, advisory board) with cadence and deliverables.
4. Logistics – NDAs, approvals, briefing docs, gifting, scheduling, speaker prep.
5. Measurement – track influence on pipeline, product feedback volume, PR reach, community growth.

Templates

• Advocate scoring sheet + roster.
• Program brief outline (objectives, stakeholders, content needs, incentives).
• Activation checklist (outreach → prep → execution → follow-up).

Tips

• Keep a single source of truth for advocate status to avoid overuse.
• Align incentives with procurement/compliance early (gift cards vs swag vs donations).
• Document quotes/approvals centrally so sales/PR can reuse quickly.