HomeResearch Articles Recruiting Cross-Functional Allies for a Customer Advocacy Program

Recruiting Cross-Functional Allies for a Customer Advocacy Program

  • Customer advocacy’s benefits for b-to-b organizations extend beyond the customer marketing, customer success and customer experience disciplines typically responsible for engagement strategy and execution
  • Advocacy can deliver benefits across the sales, portfolio marketing, demand marketing and account-based marketing functions
  • Customer marketing leaders should recruit internal support from these functions’ leaders to build a stronger case for advocate marketing
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