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State of the Profession

A report on the state of the customer reference and advocacy profession in 2013-2014.

Published: July 20, 2013
Pages: 69
Bonus Reports Included:
Trends in Customer Advocacy
Unleash Your Rock Star Customers
The Level 4 Customer Value Proposition
How to Create Customer Advocates—All the Way to the C-Suite.

Learn from top customer advocacy practitioners and thought leaders at the leading edge of the profession, including:
  • Bill Lee, author of The Hidden Wealth of Customers (Harvard Business Review Press, 2012) and Sean Geehan, author of The B2B Executive Playbook.
  • Chuck Ball, SVP of Health Systems, AmerisourceBergen
  • Katharyn White, Vice President, Marketing, IBM Global Business Services
  • Sydney Sloan, Sr. Director, Customer & Social Marketing, Jive Software
  • Charlotte Lilley, Head of Customer Programs, Box (formerly Box.net)
  • Heather Watkins, Senior Manager of Customer Communities and Programs, Marketo
  • Rhett Livengood, Director, WW Sales Development, Intel
  • Michael Stephenson, Sr. Director, Oracle 2000 Referencing, Oracle
  • Pascale Royal, Manager, Customer Success Marketing, Citrix
... and more.

Based on selected presentations at the 2013 Summit on Customer Engagement, the world's oldest and leading conference for customer advocacy and reference professionals.

You’ll learn:
  • The “Level 4 Customer Value Proposition,” a key strategic framework for turning customers into passionate “Rock Star” customer advocates.
  • 13 tips from firms like Intel, Oracle, Citrix and Responsys for getting marquee-brand customers to reference and advocate for you.
  • How IBM goes from “chasing references” to “harvesting advocates.”
  • How SMART Technologies leading customer advocates generate $130,000 a year in value beyond the products and services they purchase.
  • How Jive Software combines customer references and customer communities to create supercharged advocacy.
  • How Marketo is “getting serious” about automating their customer reference process.
  • How Box is meeting the intense advocacy demands of a rapidly growing business.
  • How Infor aligns customers references with corporate strategy.
... and much more.


Download an excerpt: Getting Serious About Reference Program Automation, by Heather Watkins, Director, Customer Marketing, Marketo
Bonus!  You'll also get the findings from Trends in Customer Advocacy, our report compiled from an in-depth survey of more than 100 firms, in partnership with Sirius Decisions.

You’ll learn:
  • How CXOs are researching their busying decisions and why it’s significant for advocacy programs (for example, 75% do so through personal interactions and viral communications networks).
  • The four key attributes of best-in-class customer reference programs.
  • How many firms regard customer references as “critical” or “valuable” to their sales cycle.
  • The biggest challenges (good and bad) facing reference and advocacy programs. (For example, good news: executive support is strong. Bad news: budgets still lag behind).
  • Which three sources of customer references are under tapped.
  • How reference and advocacy needs are measured.
  • Where firms would invest 10% more budget for their advocacy programs, if they had had it.
  • How many have dedicated reference/ advocacy teams.
  • How many do NOT engage their “promoters” (from their Net Promoter Score program) in advocacy efforts (surprisingly large number)
  • How many do NOT contact those active in social media (surprisingly large number)
  • How companies allocate investments in advocacy compared to other marketing spend.

Extra Bonus!  Receive 3 executive-level reports by Bill Lee:
  • Unleash Your Rock Star Customers
  • The Level 4 Customer Value Proposition (goes into greater detail than the State of the Profession report)
  • How to Create Powerful Customer Advocates — All the Way to the C-Suite

To purchase:

State of the Profession, plus free bonus reports:

  • Trends in Customer Advocacy
  • Unleash Your Rock Star Customers
  • The Level 4 Customer Value Proposition
  • How to Create Customer Advocates—All the Way to the C-Suite.


$249