Hi Tiphaine, if your CRM team can create the relevant fields in Salesforce that i.e. CSMs can update when applicable (e.g. CAB member, reference, or any other attributes you’d like to track), you’ll then be able to build reports based on those fields and export the lists you need for different projects or use cases.
The key consideration is clearly defining ownership for keeping those fields up to date, so the data remains accurate and reliable.
For example, if CSMs are incentivized to bring in advocates in the formats those customers are most comfortable with (CAB vs references vs speakers, etc.), they’re more likely to stay on top of updating those fields, especially since they’ll also be reporting on those metrics.
When resources are limited, finding allies in teams with broader capacity has personally been a huge help for me.