Colleen Reidy So sorry for not being able to get back to you until now. But as Paola mentioned in 🔒[private feed], I have lots of thoughts on this. Most of them were captured in the talk I gave at the Customer Marketing Summit in SF this past September. You can read the recap here.
But in general, I think customer marketing should be measured by looking at:
NDR of customers w/advocates vs. customers without them
Percentage of customers who are advocates -> this is the advocacy version of Total Addressable Market
Acts of Advocacy per Advocate.
Deal velocity when an advocate is involved (whether it is an internal advocate at that company or a reference call)
Velocity of acts of advocacy: How often do people do things for you? and are you able to get them to come back time after time?
But when it comes specifically to CABs, my suggestion would be to prioritize NDR and Deal velocity as well as acts of advocacy from your CAB members.
