Someone. Anyone.

The truth is, even where a company says Marketing or CS "owns" Advocacy, they don't really OWN Advocacy.

They own a project. Or a campaign. Some one-off push to get reviews or case studies or references.

This isn't what I mean when I say "owns" in the context of Advocacy.

Someone - some department leader - needs to own the Advocacy strategy for the company and oversee the execution of that strategy.

I'm not saying it doesn't matter which department (more on that on Wednesday), but I AM saying, someone owning the actual Advocacy strategy is FAR better than no one.

You know, like any other important business function.

But there's the issue. Advocacy isn't generally seen as an "important business function."

But a real Advocacy strategy is one that engages customers in more complex and valuable advocacy activities across their lifecycle, generating powerful social proof for prospective - and even existing - customers, substantially impacting CAC, LTV, and NRR.

So, you know... kind of important.

So the first step in WHO should own Advocacy is to make sure that what we're talking about being "owned" here is a real Advocacy strategy and not just some sporadic tactics.

Then pick someone to drive that strategy. Anyone.

That said, on Wednesday, I'll email you with the structure world-class companies use to operationalize their Advocacy, and I'll tell you specifically WHO owns Advocacy in these top companies.

Have a great week!

~ Lincoln

BTW: If you want to learn to create, operationalize, and execute on a real Advocacy strategy in your company to impact KPIs like CAC, LTV, and NRR, join our next 2-week training program at Impact Academy that's all about Customer Advocacy.

It starts next Monday, June 10, 2024,

​Learn about the program and sign-up here.​

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