Maritessa Lymperopoulou

Kelsey Dannels I’m not sure what type of product you’re selling, but in our case—because we work with multiple personas, each with different needs—tracking this at the contact level has proven more useful. It’s not always easy to reflect that level of detail at the account level in Salesforce, depending on how the instance is built. So I’d say the right approach really depends on your product and the types of requests you typically receive. Choose the path that will serve your teams best.

Tiphaine Coupel In my role, I cover the entire EMEA region, so connecting closely with regional teams is essential. Educating them on the value of advocacy and turning them into allies helps ensure that information flows back to you. A simple way to start is with a spreadsheet per region, asking regional teams to manually capture the details you’re looking for. From there, feed that information into Salesforce and make sure whoever owns contact updates in SFDC also maintains those advocacy-related fields going forward. This then enables Sales and CSMs to easily identify advocates and connect customers or prospects accordingly. Once teams see the value and how often this data gets used, they’re far more likely to keep it clean and up to date. Nothing overly sophisticated—just small, practical steps that require minimal time but deliver real impact.

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.