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

Read more from Lincoln Murphy

Our completely revamped 3-week CS Leadership: Strategy & Scaling program kicks off this Monday, 7th October. This is one of the most impactful programs we offer because it goes beyond theory, focusing on the critical aspects of Leadership, Management, and Coaching that every Head of Customer Success needs to master to drive real business impact. We’ll dig into aligning with your company’s high-level objectives (NRR, LTV, etc.), building a high-performing team, and ensuring your Org and...

Our completely revamped 3-week CS Leadership: Strategy & Scaling program kicks off next week, 7th October. This is one of the most impactful programs we offer because it goes beyond theory, focusing on the critical aspects of Leadership, Management, and Coaching that every Head of Customer Success needs to master to drive real business impact. We’ll dig into aligning with your company’s high-level objectives (NRR, LTV, etc.), building a high-performing team, and ensuring your Org and...

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...