Hyatt Regency,
Santa Clara, CA
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Resources for Customer Reference Professionals
Customer Reference Forum® is a community of customer reference professionals and customer reference managers from many of the leading corporations in the world.
2010 Forum
Featured Presenters and Panelists
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Julie will describe how Oracle attracts high-level decision makers into its customer reference program with a compelling value proposition. You’ll learn what executive customers want from you, how customer reference programs can play an important role in a broader customer engagement effort, how Julie and her team help sales get into better deals, and more. By the way, another sign of the importance Oracle places on its customer programs is it's Chief Customer Officer position, held by Jeb Dasteel, to whom Julie reports directly. |
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Taking its customer reference program global meant a lot more for Lexmark International, Inc. than just adopting the existing program elsewhere. With tightened budgets and resources, how has this output technology leader set priorities to make every reference (and every dollar) count? . Read More >> |
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Just starting a customer reference program? Why reinvent the wheel? This year, the Just Getting Started workshop will be led by one of the most experienced reference pros in our community and a member of the Customer Reference Forum Advisory Board, Tami Andrews. She’s built or helped build reference programs at large companies like Compaq and HP, as well as startups like NetIQ. You’ll learn the key things to focus on in building your program, what common mistakes to avoid, how to build a reference pipeline, how to gain and keep executive support for your program, how to work effectively with sales and other stakeholders, and much more. Tami will also provide useful forms, templates, and other tools she’s found to be helpful and to help you get started. |
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Please note: Deborah Eastman was originally scheduled to deliver this presentation, but has had to cancel due to unforeseen circumstances. Based on her firm's groundbreaking research on Net Promoters (or "enthusiastic references"), Deborah will show how to uncover high value customer references in your midst, how to measure and leverage their value, and how to gain new buy-in and respect from senior management. This will be a key moment in the growing strategic importance of reference programs. |
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You'll learn what community marketing is, why it is increasingly critical, how reference programs will play a central role in such programs, and what reference managers need to do to prepare for this. Panelists will include Jamie Grenney of salesforce.com and Intel’s Rhett Livengood. |
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Workshop: The Nuts and Bolts of Using Video to Create Compelling Customer Content
With the rise of social media, video is becoming an increasingly important tool for disseminating customer content. Diane will lead a workshop on how to make the move to video vs. more traditional written and/or audio customer case studies. |
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Ever wonder how your reference collateral is perceived by the technology purchasers you want to target? This session will give you research-based hard numbers to plan and justify your collateral budgets. |
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With all the buzz around Web 2.0 and online communities, how do you adopt – or better, transform - your customer reference program? Cynthia will show how the HP Software Group is addressing these issues with an integrated customer engagement strategy. Read More >> |
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Lisa, Emily, and Holly will show how they have methodically raised the strategic importance of Adobe’s reference program. Result: significant increases in actual number of references, reference recruitment and size of the reference pipeline. |
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The Tribalization of Business: The Art and Science of Building Successful B2B Communities
Based on the research project performed yearly by Deloitte and Beeline Labs, Dean and Francois will show what determines success for business communities and how to measure progress, along with tips on how best to incorporate customer references into the mix. |
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