Approach
How I Approach Customer Advocacy Programs
Customer advocacy efforts usually start informally. Strong relationships exist, but there's no clear structure or ownership around them. At the same time, the rise of AI-generated content is increasing demand for authentic customer voices and credible proof. My approach focuses on helping organizations build structured advocacy capabilities that strengthen market credibility, support sales, and deepen customer relationships.
Grounded in Business Outcomes
Advocacy aligned to meaningful business impact
I start by getting clear on what the business actually needs most: sales support, stronger executive relationships, or building market credibility. Advocacy that isn't tied to real business priorities tends to stay on the margins.
Customer-Centered by Design
Advocacy that respects and rewards customers
Strong advocacy programs are built on trust and mutual value. I prioritize the customer experience—ensuring participation feels authentic, respectful of customer time, and rewarding for those who choose to advocate. This focus on authentic participation is increasingly important as organizations navigate the rise of AI-generated content and the growing need for credible, human customer proof.
Designed for Cross-Functional Reality
Built to work across teams
Customer advocacy touches multiple parts of the organization—marketing, sales, customer success, product, and leadership. I design programs with that reality in mind, establishing clear ownership and practical operating models that teams can sustain over time.
Senior-Level Partnership
Experienced leadership with hands-on guidance
Throughout each engagement, I work as a senior partner — bringing structure, perspective, and practical execution guidance. The goal isn't just to launch advocacy initiatives. It's to build something the organization can sustain and scale.
How This Approach Translates into Engagements
This approach typically translates into focused consulting engagements that help organizations build, modernize, or scale structured customer advocacy programs.