Course curriculum

  • 1

    Welcome to the course!

  • 2

    Next steps

    • Congrats! Here's what's next...
    • Before you go...
  • 3

    Chapter 1: Building a Customer Advocacy Program

    • 1.1 Building a Customer Advocacy Program
    • 1.1. Test your learning
    • Chapter 1 Bonus: Learn from the Experts - First Steps to Getting Started
    • Chapter 1 Bonus: Learn from the Experts - To Brand, or not to Brand?
    • Chapter 1 Bonus: Learn from the Experts - The Value of a Mission Statement
    • Chapter 1 Bonus: Learn from the Experts - Tips for Staying Connected with your Advocates
    • Chapter 1 Bonus: Learn from the Experts - The "Advocacy" v. "Reference" Debate
    • Chapter 1 Bonus: Learn from the Experts - Friends in Unusual Places
    • Chapter 1 Bonus: Learn from the Experts - Words of Wisdom When a Program Stalls
  • 4

    Chapter 2: Technology Stack

    • 2.1 Technology Stack
    • 2.1 Test your learning
    • Chapter 2 Bonus: Learn from the Experts - What Types of Advocacy-Related Technologies Do You Use?
    • Chapter 2 Bonus: Learn from the Experts - Spreadsheets or a Reference Management System?
    • Chapter 2 Bonus: Learn from the Experts - Reference Management Systems: Off-the-Shelf v. Developed In-House
    • Chapter 2 Bonus: Learn from the Experts - Technology that Makes your Life as an Advocacy Manager Easier
  • 5

    Chapter 3: Sourcing Nominations

    • 3.1 Sourcing Nominations
    • 3.1 Test your learning
    • Chapter 3 Bonus: Learn from the Experts - The Best Places to Look for New Advocates
    • Chapter 3 Bonus: Learn from the Experts - The Not-So-Secret Relationship Between Sales Adoption and Nominations
    • Chapter 3 Bonus: Learn from the Experts - Non-Traditional Ways to Garner Customer Nominations
    • Chapter 3 Bonus: Learn from the Experts - Self-Nomination Forms - Do They Really Work?
    • Chapter 3 Bonus: Learn from the Experts - Best Lessons Learned for Identifying New Nominations
  • 6

    Chapter 4: Executive Buy-In and Sponsorship

    • 4.1 Executive Buy-In and Sponsorship
    • 4.1 Test your learning
    • Chapter 4 Bonus: Learn from the Experts - Tips for Building Connections with Executives
    • Chapter 4 Bonus: Learn from the Experts - The Trick to Maintaining an Executive's Support Once You've Caught their Attention
    • Chapter 4 Bonus: Learn from the Experts - The Value of Support from Sales Leadership
    • Chapter 4 Bonus: Learn from the Experts - The Secrets to a Successful Executive Sponsorship Program
    • Chapter 4 Bonus: Learn from the Experts - How to Get Budget for Executive Engagement Initiatives
  • 7

    Chapter 5-A: Team Incentives

    • 5-A.1 Team Incentives
    • 5-A.1 Team Incentives
    • Chapter 5-A Bonus: Learn from the Experts - The Secret to Enticing Sales
    • Chapter 5-A Bonus: Learn from the Experts - Cash of Non-Cash Incentives
    • Chapter 5-A Bonus: Learn from the Experts - Do SPIFFs Motivate Engagement from Sales Teams?
  • 8

    Chapter 5-B: Selling to Sales

    • 5-B.1 Test your learning
    • Chapter 5-B Bonus: Learn from the Experts - Quantifying the Business Impact of an Advocacy Program
    • Chapter 5-B Bonus: Learn from the Experts - Demonstrating Advocacy Program Benefits to Sales Reps
    • Chapter 5-B Bonus: Learn from the Experts - Best Practices for Communicating with the Sales Reps
    • Chapter 5-B Bonus: Learn from the Experts - Sales Team Incentives
  • 9

    Chapter 5-C: Customer Conference Participation

    • 5-C.1 Customer Conference Participation
    • 5-C.1 Test your learning
    • Chapter 5-C Bonus: Learn from the Experts - Tips for Making at Advocates Feel Special at Events
    • Chapter 5-C Bonus: Learn from the Experts - Unique Ideas for Engaging Advocates at Conferences
    • Chapter 5-C Bonus: Learn from the Experts - Favorite Customer Conference Success Stories
  • 10

    Chapter 6-A: Advocate Communities

    • 6.1 Building an Advocate Community
    • 6.1 Test your learning
    • Chapter 6 Bonus: Learn from the Experts - Impressing Execs with the Value of a Community
    • Chapter 6 Bonus: Learn from the Experts - What Advice Would You Give Your Past Self
    • Chapter 6 Bonus: Learn from the Experts - What Platforms Have you Had Success With?
  • 11

    Chapter 6-B: Communications with Advocate Communities

    • 6.2 Communications with Communities
    • 6.2 Test your learning
    • Chapter 6 Bonus: Learn from the Experts - What Does it Realistically Take to Sustain a Community
    • Chapter 6 Bonus: Learn from the Experts - Mitigating Negativity in a Community
    • Chapter 6 Bonus: Learn from the Experts - Creative Tactics for Attracting Advocates and Keeping Them Engaged
  • 12

    Chapter 7-A: Pre-Video Shoot Coordination

    • 7-A.1 Pre-Video Shoot Coordination
    • 7-A.1 Test your learning
    • Chapter 7-A Bonus: Learn from the Experts - Tips for Preparing a Participant for a Video Shoot
    • Chapter 7-A Bonus: Learn from the Experts - Helping an Interviewee, as the Interviewer
  • 13

    Chapter 7-B: Video Shoot

    • 7-B.1 Video Shoot
    • 7-B.1 Test your learning
    • Chapter 7-B Bonus: Learn from the Experts - How to Handle Surprises During an Interview
    • Chapter 7-B Bonus: Learn from the Experts - Proven Strategies for Video Interview Success
  • 14

    Chapter 7-C: Case Study Development

    • 7-C.1 Case Study Development
    • 7-C.1 Test your learning
    • Chapter 7-C Bonus: Learn from the Experts - Overcoming Unforeseen Obstacles
    • Chapter 7-C Bonus: Learn from the Experts - Dealing with a Difficult Legal or Comms Team
    • Chapter 7-C Bonus: Learn from the Experts - Creative Strategies for Researching a Customer Story
    • Chapter 7-C Bonus: Learn from the Experts - Tools for Organizing Tasks and Deadlines
  • 15

    Chapter 8-A: Customer Advisory Boards

    • 8.1 Customer Advisory Boards
    • 8.1 Test your learning
    • Chapter 8 Bonus: Learn from the Experts - Tips to Know When Getting Started
    • Chapter 8 Bonus: Learn from the Experts - When You Have Too Many CAB Members
    • Chapter 8 Bonus: Learn from the Experts - What Made your CAB Successful
    • Chapter 8 Bonus: Learn from the Experts - Staying Connected with CAB Members
  • 16

    Chapter 9: Top-Down Data Management

    • 9.1 Top-Down Data Management
    • 9.1 Test your learning
    • Chapter 9 Bonus: Learn from the Experts - How to Develop a Consistent Data Entry Practice
    • Chapter 9 Bonus: Learn from the Experts - The Most Important Metrics
    • Chapter 9 Bonus: Learn from the Experts - How Do You Determine What Data to Report On?
    • Chapter 9 Bonus: Learn from the Experts - Tips and Tricks for Simplifying Reporting
  • 17

    Chapter 10: Metrics that Matter

    • 10.1 Metrics that Matter
    • 10.1 Test your learning
    • Chapter 10 Bonus: Learn from the Experts - What Metrics Matter Most to Different Executives?
    • Chapter 10 Bonus: Learn from the Experts - How Often Do You Report Program Metrics?
    • Chapter 10 Bonus: Learn from the Experts - Sheets, and Charts, and Graphs...Oh my!
    • Chapter 10 Bonus: Learn from the Experts - Which Metrics Excite Sales the Most?
    • Chapter 10 Bonus: Learn from the Experts - CLTR – Is it worth it? (Hint: Yes!)
    • Chapter 10 Bonus: Learn from the Experts - Why Are Metrics Important?
  • 18

    Chapter 11-A: Managing Independent Third-Parties

    • 11-A.1 Managing Vendors, Contractors and Consultants
    • 11-A.1 Test your learning
  • 19

    Chapter 11-B: Managing Globally

    • 11-B.1 Managing Globally: Overcoming Regional Obstacles
    • 11-B.1 Test your learning
    • Chapter 11-B Bonus: Learn from the Experts - Building Connections with Advocates Worldwide
    • Chapter 11-B Bonus: Learn from the Experts - Navigating Being Part of a Global Team
    • Chapter 11-B Bonus: Learn from the Experts - Cultivating a True Team Feeling Among Global Colleagues
    • Chapter 11-B Bonus: Learn from the Experts - Overcoming Language Barriers
  • 20

    Chapter 11-C: Matrix Management

    • 11-C.1 Matrix Management: Cross-Department Collaboration
    • 11-C.1 Test your learning
    • Chapter 11-C Bonus: Learn from the Experts - Collaborating with Cross-Functional Teams
    • Chapter 11-C Bonus: Learn from the Experts - Secrets to Successful Cross-Functional Collaboration
    • Chapter 11-C Bonus: Learn from the Experts - Getting Everyone on Board with Advocacy
    • Chapter 11-C Bonus: Learn from the Experts - Building Camaraderie with Stakeholders
  • 21

    Chapter 12: Owning Budget Responsibility

    • 12.1 Owning Budget Responsibility
    • 12.1 Test your learning
    • Chapter 12 Bonus: Learn from the Experts - Must-Haves for an Advocacy Program's Budget
    • Chapter 12 Bonus: Learn from the Experts - Justifying Program Budget and Inspiring the Company to Invest in Advocacy
    • Chapter 12 Bonus: Learn from the Experts - The Undeniable ROI of a Reference Management System
    • Chapter 12 Bonus: Learn from the Experts - How to Budget for High-Cost Items such as Asset Creation
  • 22

    Chapter 13: Scaling and Maturing an Advocacy Program

    • 13.1 Scaling and Maturing an Advocacy Program
    • 13.1 Test your learning
    • Chapter 13 Bonus: Learn from the Experts - Lessons Learned from Conducting Stakeholder Assessments
    • Chapter 13 Bonus: Learn from the Experts - How Often is a Stakeholder Assessment Worthwhile?
    • Chapter 13 Bonus: Learn from the Experts - Tips for Achieving Alignment with Other Customer-Facing Teams
    • Chapter 13 Bonus: Learn from the Experts - First-Hand Experience Evolving a Program's Information Systems
    • Chapter 13 Bonus: Learn from the Experts - How you Manage Your Team's Composition
    • Chapter 13 Bonus: Learn from the Experts - Strategies for Improving Engagement with Advocates
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    Chapter 14: Customer Advocacy Councils/ Steering Committees

    • 14.1 Customer Advocacy Councils/Steering Committees
    • 14.1 Test your Learning
    • Chapter 14 Bonus: Learn from the Experts - An Expert's Experience with Councils and Steering Committees
    • Chapter 14 Bonus: Learn from the Experts - How Did your Council/Committee Help Improve your Advocacy Program?
    • Chapter 14 Bonus: Learn from the Experts - The Playbook on Structuring and Managing your Council/Committee
    • Chapter 14 Bonus: Learn from the Experts - Advice for a Successful Council/Committee
  • 24

    Next Steps

    • Congrats! Here's what's next...