How to Go from Educating Your Stakeholders to WOW-ing Them! The Advocacy Roadshow How to Go from Educating Your Stakeholders to WOW-ing Them! Attie Vandermerwe Vice President, Consulting Services Mainstay, Inc. Jeanne Talbot Senior Customer Marketing Manager CloudBees, Inc. Quantifying Business Value of IT Initiatives | Engaging End users and Executives | Enhancing IT-Business Awareness, Alignment and Adoption March 7, 2018

Advocacy Advocacy Customer Ecosystem Customer Sales PS CXOs Marketing Customer Success Renewals CXOs Product Mgt. Product Mktg. Extend and strengthen customer relationships Create mutually-valuable experiences Demonstrate customer evidence and credibility Enable sales and marketing Advocacy Advocacy

My Customers

Customer Advocacy Passes to Sales Sales Passes to Customer Advocacy Teammate #1: Sales Customer Advocacy Passes to Sales Sales Passes to Customer Advocacy Customer Story Content Raise/Expand Relationships Upsell/Cross-sell Opportunities Incentives & Recognition Nominations/Recruitment Priorities Feedback/Gaps Customer Experience Activity Metrics for Success Roadshow/Communication Tips Associative Revenue $ Days to Close Acceleration +/- Advocacy Activity/Members Solution/Industry/Geography Coverage (%) Listen more. Talk less. Understand Sales Pain Build Allies Give Credit/Recognition

Customer Examples – Recruiting Introduction from Sales Jenkins World Capital One Value Recruiting DevOps Dozen Award, DevOps Radio (Recognition) CAB Membership (Access) CloudBees Value: Multi-million $ Upsell/Renewal Relationship Equity/Responsiveness Marketing Relationship at Capital One Case Study, Video, Speaker Advocacy as Integral Member of CloudBees Customer Team

Customer Examples – Market Awareness Introduction from Sales Advocacy in Contract Introduction to Champion at Closing Office Depot Value: Biz Box Market Awareness Thought Leadership CloudBees Value: Additional Relationship Value Marketing Engagement Early and Often Advocacy Strengthens Relationship at Senior Levels

Customer Examples – Expansion Introduction from Sales Mastercard Value Internal Mastercard Event Expand DevOps shared service within Mastercard CloudBees Value: Relationship Equity/Responsiveness Expansion Sales Advocacy as Enabler of Mastercard’s Goals

Teammate #2: Customer Success Customer Advocacy Passes to Customer Success Customer Success Passes to Customer Advocacy Visibility into Customer Advocacy More Reasons to Engage Incentives Nominations/Introductions Customer History and Background New Metrics/Net Promoter Scores Customer Experience Activity Metrics for Success Roadshow/Communication Tips New Reference Customers New Advocacy Assets Created Renewal Revenue Influenced Leadership Support/Engagement Ongoing New Hire Training Give Credit

Customer Examples – Thought Leadership Introduction from Customer Success EA Value Industry Visibility and Thought Leadership CloudBees Value: Strategic Relationship Access Trusted Insider Go-To Customer for Validation Webinar, Blog, Speaker, DevOps Radio Advocacy Has Direct Access And Relationship That’s Valuable To Other Teams

Teammate #3: Marketing (Corporate/Product) Customer Advocacy Passes to Marketing Marketing Passes to Customer Advocacy Customer Content Value Evidence Social Media PR/Analyst Relations Events Reviews Solution Value Drivers/Messaging Key Milestone Dates/Calendar Technical Accuracy Customer Experience Activity Metrics for Success Roadshow/Communication Tips Content Use and Impact Social Media and Lead Generation Impact Repurpose! Repurpose! Repurpose! Set Limits/Priorities/Lead Times

Customer Examples – Social Media Visibility Introduction to Marketing Customer(s) Value Issue Awareness Visibility CloudBees Value: Conversation Leader Grow Female Customer Relationships Women in DevOps Blog Series Advocacy Sparks Industry Social Commentary

Teammate #4: Executives Customer Advocacy Passes to CXOs CXO Passes to Customer Advocacy Top Customer Executive Sponsors for Peer-to-Peer Exchange Access to New Voices Stories for Presentations/Conferences CAB Recommendations Priorities in Messaging, Segments, Strategy Customer Experience Activity Metrics for Success Roadshow/Communication Tips Number of Executive-level Advocates Teach Them How to “Ask” Develop a Quarterly Executive Scorecard

Customer Examples – New Voices Introduction to CXOs Medallia Value Career Growth Access Recognition CloudBees Value: New Voice to Executives New Relationship in New Region Future Roadmap Insight Speaker, Case Study, Video, Blog Advocacy Has Cultivated a Resource for Execs

Advocacy Advocacy Key Takeaways Customer Sales PS CXOs Marketing Customer Success Renewals CXOs Product Mgt. Product Mktg. Lead with customer value first Engage stakeholders early and often Personalize the approach Give credit. The rest will come. Advocacy Advocacy

Thank You! Attie Vandermerwe Vice President, Consulting Services Mainstay, Inc. attie@mainstaycompany.com Jeanne Talbot Senior Customer Marketing Manager CloudBees, Inc. jtalbot@cloudbees.com

Customer Examples – Expanded Relationships Introduction from Sales Champion left company WatchGuard Value: Thought Leadership Access – CloudBees and Peers CloudBees Value: Renewal/Upsell Higher-level Champions/Expanded Relationships Advocacy – case study, video, conference presentation Advocacy takes Sales Upstream to SVP and VP