Metrics for Measuring the Effectiveness of a Reference Program
Chairperson: Barbara Krasner, Director of Customer Advocacy Marketing at Lucent Technologies.
Barbara started Lucent Technologies' award-winning Client Reference Program in 2004 for Lucent's services business and within five months was asked to take the program Lucent-wide-with no additional resources! Her career began with the pre-split AT&T in Market Research, where she formed an in-house creative agency and doubled B2B direct marketing response rates. When AT&T split into three companies in 1996, she was the brand strategist behind development of the Lucent brand. She joined Lucent's services business in 1998 and led teams in marketing communications, strategy and market research. She's now currently working to seamlessly mesh the reference programs of the former Lucent and Alcatel organizations and to grow the program from her new position in the CMO organization.