Who owns Advocacy in the BEST companies?
Lincoln Murphy
I help SaaS companies maximize LTV through customer-centric Upselling on a performance basis
It's who you think (but here's why)
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:
Operationalizing the Advocacy Strategy
Here’s a high-level overview of how the advocacy strategy should be operationalized for maximum results:
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,
DEX Evangelist | Coach | Leadership | Customer Experience | Community
5 个月I can see why such an alignment makes sense, CS are front and center to the value stories and typically have great Customer relationship / influence skills and of course, it depends on the nature of the Customer Success strategy. My primary concern would be that it's another piece of work loaded onto CS professionals, many of whom are already underwater with back office processes that take them away from the time spent with Customers. Do CS leaders want this additional responsibility? Are they ready to take on the wide variety of Advocacy requests that marketing and product teams will send their way, often with tight turnaround times? Thought provoking though, as always Lincoln, I'm interested to hear what the CS leadership & practitioner community thinks.