So... who owns Advocacy? (poll results)
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Impact Academy Advocacy training starts June 10! The other day I did an informal poll on LinkedIn, Instagram, and even asked you to just reply to my email to tell me who owns Advocacy in your company. The result: a relatively even split between CS and Marketing (slight edge to Marketing on LinkedIn). But the comments and replies add much needed context. Again, this is informal but tracks with what I've seen in the wild: while one of those departments may "own" Advocacy, the reality is most companies simply don't have a formal Advocacy program. At best, Marketing will spin-up a campaign to try to get reviews (generally to off-set a swath of bad reviews) and enlist the help of CS, and this generally fails to deliver the desired results. Or CS does the same thing, hoping to give Marketing and Sales some help or generate some Social Proof to use to motivate action with existing customers, but again, it fails. It fails because it's a one-off "campaign" or "project" and not something that's strategic, operationalized, and orchestrated. Like most things done on a whim or some urgent mandate to "fix" an issue (like bad reviews) it's going to deliver subpar results, at best. And then, because it didn't work, well... we're certainly not going to invest in creating a real Advocacy program. We tried that already and failed. Right. Except you didn't. So the answer to who owns Advocacy is... no one, really. The answer to who SHOULD own Advocacy? I'll tell you on Monday. Have a great weekend! ~ Lincoln BTW: Our next 2-week training program at Impact Academy is all about Customer Advocacy - that is, to get your customers to spread the good word for you - and it starts on June 10, 2024, Learn about the program and sign-up here. ... |
Lincoln Murphy
I help SaaS companies Maximize LTV through Customer-centric Upselling
Don’t worry about upsells until churn is below 10%? Really? No, this mindset limits growth and stifles potential. Unless your environment is overtly customer-negative and you have massive churn across your entire customer base, you don’t need to hit some mythical churn threshold before upselling. Yes, address churn where it’s an issue, but also recognize that some customers are progressing and ready for expansion NOW. Here’s the truth: Even with higher churn in some cohorts, you have other...
Our 2-week Retention training and certificate program starts on Monday, June 17, 2024. Our first live session is on Tuesday. This program is so unique because we take a different approach to Customer and Revenue retention. We focus on the differences between Proactive and Reactive Retention, how to move from the latter to the former through better prioritization, orchestration, and directing limited resources to higher-percentage activities. This program is practical in every sense of the...
This week's Impact Weekly podcast episode is up (Listen here or on Spotify or Apple) and in it, Johan and I answer a variety of questions about Churn, including: What are the key indicators for predicting churn in advance? How to prevent churn when you have no control over price rises (set by head office) Is there a particular NRR %, or threshold below 100% NRR that would be a particular alarm bell for you? Is there a tolerance that you'd expect to see in B2B SaaS? And more! We give some VERY...