Who owns Advocacy in the BEST companies?

In companies where Advocacy contributes significantly to CAC, LTV, and NRR and is operationalized, orchestrated, and measured as such, Customer Success (CS) owns it.

To ensure your Advocacy efforts are strategic, coordinated, and impactful, the CS org should own the advocacy strategy. Here’s why:

  1. Holistic Customer Understanding: CS has the most comprehensive view of the customer journey, understanding their milestones, successes, and challenges.
  2. Effective Orchestration: CS is best positioned to identify the optimal moments to request advocacy, ensuring these asks are well-timed and relevant to the customer’s experience.

Operationalizing the Advocacy Strategy

Here’s a high-level overview of how the advocacy strategy should be operationalized for maximum results:

  1. Determine Advocacy Needs from Departments
  2. Identify Logical Progress Milestones
  3. Plan Graduated Advocacy Requests
  4. Identify Eligible Cohorts
  5. Orchestrate Advocacy Asks
  6. Track and Measure Impact

We’ll break all of this down for you in the Advocacy training that starts this Monday, June 10, 2024 at Impact Academy.

By centralizing the ownership of the advocacy strategy within Customer Success and leveraging the collaborative efforts of Marketing, Sales, and Ops, we can create a structured, impactful, and sustainable advocacy program that drives growth and strengthens customer relationships.

I hope this helps.

~ 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

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