Stephanie Porter

At the last 2 large companies I was at, it sat in Sales Enablement.

Ditto here. I used User Evidence at HPE and was on their CAB. They're amazing and I'm happy to discuss with anyone, however I'm no longer at HPE so can only speak for myself, not HPE.

At another job, we took the stick approach and went to the head of North America sales, showed him the numbers of how his team used more of our time and references than any other geo yet nominated the least. He gave his team a quota of advocate nominations, which worked for a while (until he left).

In a previous role (not most current), we made heroes out of those in sales who nominated advocates by doing some extra activities for them and their customers. Simple things like funding a go-live celebration, hosting a champagne toast for the customer to honor their team, etc. Took lots of photos and made a big deal out of it. It's the carrot approach.

It was a really great session, Evan!

And YES for messaging and language. I'm looking at job posts, and need to carefully read the job description as people seem to randomly choose Customer Advocacy, Customer Marketing (broader in my opinion) and Customer Lifecycle marketing interchangeably and it's confusing.

Perhaps how to build an ecosystem of programs that feed each other? Example: UserEvidence surveys that feed the advocate community (inviting reasonably-high NPS respondents), using advisory board feedback to get next-level down validation in the advocate community, etc.? Might be more relevant as a next-level-down session.