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

• Candidate Pool – identify accounts by health, persona, usage, sentiment, ARR.

• Value Exchange – clarify why customers would participate (access, insights, promotion, perks).

• Program Design – define format (case study, event, video, advisory board) with cadence and deliverables.

• Logistics – NDAs, approvals, briefing docs, gifting, scheduling, speaker prep.

• 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.