Turning Customers Into Champions

There’s nothing more powerful than a happy customer—except a happy customer who’s willing to tell the world why they chose you.

Customer advocacy isn’t just about collecting quotes or case studies. It’s about building real relationships with the people who use your product and empowering them to share their success in ways that are meaningful to them—and to your business. Champions don’t just validate your value; they amplify it.

When done right, a strategic advocacy program can:

• Fuel sales with proof that resonates

• Strengthen analyst and media credibility

• Drive content that connects with real-world outcomes

I led a global customer advocacy program for more than four years, and I know how powerful these stories can be. From shaping high-impact content to surfacing customers for media, analyst, and event opportunities, I’ve seen how advocacy programs can transform brand credibility and sales momentum.

And here’s where it gets even more powerful: collaborating with Customer Success, CX, and Account Management teams builds cross-functional alignment that deepens trust inside your organization—and with your customers. It creates a virtuous cycle of insight, loyalty, and growth.

I also know this is one of the hardest things to get right—relationships take time, coordination, and care. But when you invest in it, the rewards are big: stronger customer loyalty, richer content, and measurable impact across the business.

Let’s turn your best customers into your best storytellers. Let’s work together!