When CMOs aren’t in alignment with the CEO marketing takes a credibility hit. Laura Ramos summarizes the issues and provides advice for CMOs who don’t think like CEOs. There are big lessons here for customer reference program leaders.
Entries Tagged as 'customer reference management'
Most CEOs Think Marketers Lack Credibility
January 18th, 2012 · No Comments · Best Practices, Customer Reference Programs, Program Metrics
Tags:Best Practices·business outcomes·CMO·customer reference management·marketing credibility·measuring a customer reference program
Persuading Sales to Nominate Customer References
January 11th, 2012 · 1 Comment · Best Practices, Customer Reference Programs, Program User Adoption
Sales is one of the best, though not only, source of customer reference candidates for a customer reference program. Yet it can be a challenge to get reps to bring them to the reference program’s attention. This post provides a summary of ideas from a LinkedIn group discussion on CRKSN.
Tags:customer reference advocates·customer reference management·customer reference nominations·customer reference program·customer reference programs·customer references
Top 4 Reasons That Customer Reference Programs Fail
December 5th, 2011 · No Comments · Customer Reference Programs
The dark side of our business is that not every customer reference program that gets launched has a story book ending. Here are 4 of the most common factors that determine success or failure.
Tags:customer reference management·customer reference programs·customer references
New Customer Reference Management Benchmark Report
October 31st, 2011 · No Comments · Best Practices, Customer Engagement, Customer Reference Programs, Program Content, Program Metrics
Comments on the 2011 Annual Customer Reference Program Benchmark Report.
Tags:Best Practices·customer reference management·customer reference management report·customer reference management study·customer reference programs·customer references
A CMO’s Take on Customer References: Social Media’s Role
October 24th, 2011 · No Comments · Best Practices, Customer Reference Program Maturity Model Podcasts, Customer Reference Programs, Podcasts, Uncategorized
This podcast series explores the CMO perspective on customer reference management
programs. How do they contribute to company objectives? How should they be measured? The
fifth podcast in the series is with Gina Sandon of IBM.
Tags:CMO Club·CMO podcast·customer reference management·customer reference programs·customer references
A CMO’s Take on Customer References: Program Measurement
October 10th, 2011 · 1 Comment · Best Practices, Customer Engagement, Customer Reference Programs, Podcasts, Social Media
This podcast series explores the CMO perspective on customer reference management programs. How do they contribute to company objectives? How should they be measured? The fourth podcast in the series is with Gina Sandon, IBM Global Healthcare & Life Sciences Marketing.
Tags:CMO Club·CMO podcast·customer reference management·customer reference programs·customer references
A CMO’s Take on Customer References: Small vs. Large Company (IBM)
September 23rd, 2011 · No Comments · Best Practices, Customer Engagement, Customer Reference Programs, Podcasts
This podcast series explores the CMO perspective on customer reference management programs. How do they contribute to company objectives? How should they be measured? The fifth podcast in the series is with Gina Sandon, Global Healthcare & Life Sciences Marketing Leader at IBM.
Tags:CMO Club·CMO podcast·customer reference management·customer reference programs·customer references
Who makes a good customer reference candidate?
September 1st, 2011 · No Comments · Best Practices, Customer Engagement, Customer Reference Programs
It’s common to fall into a “beggars can’t be choosers” mindset when embarking on your customer reference recruiting project. But if you take a moment to develop a more deliberate approach by first considering what makes an ideal reference the end result will be a higher quality pool and a more efficient program.
Tags:customer reference management·customer reference programs·customer references
Five Personality Traits of Sales Team Advisors for Customer Reference Programs
August 22nd, 2011 · No Comments · Best Practices, Customer Reference Programs, Program User Adoption, System User Adoption
The best way to maintain an effective customer reference program is to make sure it’s meeting the needs of its primary audience: sales. A sales advisory board is essential to staying in touch with sales. Here’s how to identify good members for that board.
Tags:customer reference management·customer reference programs·customer references·sales enablement
Observations from Outside the Customer Reference Community
July 30th, 2011 · No Comments · Best Practices, Customer Engagement, Customer Reference Programs
It’s not often you hear the buyer’s perspective on the practice of checking references. They buy or don’t buy and most companies don’t find out why they were chosen, though some take the time to find out why they weren’t chosen.
Tags:customer advocacy·customer advocates·customer reference management·customer reference programs·customer references·customer testimonials
