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. ... |
I help SaaS companies Maximize LTV through Customer-centric Upselling
Our next Customer Onboarding training starts tomorrow, Tuesday, April 22, 2025. Learn more about the program and sign-up here. Onboarding is arguably the most important customer lifecycle stage. In this program you'll learn how to get your new customers to do the things they need to do to get this still-fragile relationship off to a strong start, setting everyone up for long-term success (the customer... and your CS team). Specifically, we'll cover: Lifecycle stage metrics Handover management...
Our next Customer Onboarding training starts on Tuesday, April 22, 2025. Learn more about the program and sign-up here. Onboarding is arguably the most important customer lifecycle stage. In this program you'll learn how to get your new customers to do the things they need to do to get this still-fragile relationship off to a strong start, setting everyone up for long-term success (the customer... and your CS team). Specifically, we'll cover: Lifecycle stage metrics Handover management Time...
TL;DR: We're running "Save Customers Now!" workshops again—PLG on April 15 and Enterprise on April 17. Stop churn immediately in Q2. I just got this email from a CS leader: "Lincoln, I'm freaking out. With everything going on—economic uncertainty, customers tightening budgets, chaos everywhere—churn is gonna hit us HARD in Q2. Are you doing another 'Save Customers' workshop soon? Fingers crossed." Bad news: I've heard similar messages from several CS leaders already. Good news: "Save...