Okay, who SHOULD own Advocacy?
|
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. ... |
Lincoln Murphy
I help SaaS companies Maximize LTV through Customer-centric Upselling
I'm on a flight to San Francisco and the person to my left is talking to their colleague trying to find a time for both of them to meet with a customer. I glanced over and saw their calendar and... OMG! Back to back to back meetings, all day, every day. Completely full. Unsustainable. Even worse, it really seemed to be a source of pride for them. Now, I don't know the nature of their business and I didn't keep looking - I got a sense of it and I looked away - but their calendar looked just...
HEADS UP - On 4-Sept, I'm doing a masterclass on making your meetings FAR more efficient and effective. Learn more and sign-up here. As I've been saying, meetings are the most expensive activity in Customer Success Management, yet we often overlook their true cost. If we understood this better, we’d have far fewer unproductive meetings. There are three types of costs associated with meetings. The first type was Direct Cost, or the cost of the CSM or other contributor's time, including the...
HEADS UP! - On 4-Sept, I'm doing a masterclass on making your meetings FAR more efficient and effective. Learn more and sign-up here. Meetings are the most expensive activity in Customer Success Management, yet we often overlook their true cost. If we better understood their cost, we’d have far fewer unproductive meetings. There are three types of costs associated with meetings. The first type is: Direct Cost: This is the actual cost of your CSMs' and other contributors' time on the call....