1. 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

2. 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

3. My Customers

4. 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

5. 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

6. 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

7. 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

8. 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

9. 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

10. 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

11. 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

12. 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

13. 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

14. 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

15. Thank You! Attie Vandermerwe Vice President, Consulting Services
Mainstay, Inc.
Jeanne Talbot
Senior Customer Marketing Manager
CloudBees, Inc.

16. 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