Understanding Executive Engagement Programs and Their Impact

Irwin Hipsman · 2026-01-08T18:24:43.398Z

Does anybody have experience with Exec. Engagement Programs. I am seeing more and more of these titles and would like to better understand the playbooks. I'm thinking this is next generation of Executive Advisory Boards. Defining Exec Engagement as: Scaling a company’s C-suite relationships and executive networks to drive top-down engagement and influence with prospects and customers.

Understanding Executive Engagement Programs and Their Impact | CMAweekly Customer Marketing and Advocacy Slack

Emily G.
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This is a timely question, as I just learned today that our company is hiring this exact role, which will sit on our ABM team. We haven't filled it yet, but I expect to be working with them closely once they settle into the role. We have had some fits and starts with trying to get these exec sponsor/engagement programs off the ground, but finally realized this requires a FT position. The role requires managing executive engagement both within the company (to ensure our execs are staying accountable to their responsibilities of exec sponsors of strategic accounts) as well as engagement with execs within our ABM book
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Elana Heffley
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i did this for a brief period before i joined appcues! happy to talk about the strategy i built for this - it had an external engagement program outline as well as an executive sponsorship process that we needed to stand up (it was done sporadically until we made this effort to operationalize it)
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Sarah Wylie
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Following this conversation! Ashley Ward
Molly McCreary
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I sit on a larger team "Advocacy and Exec Experiences" and partner frequently with the Experiences side of the team on EAB and Exec Sponsor programs. We are definitely prioritizing!
Kelley Spiridakis
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I have experience with Executive Advisory Boards and would love to hear more about the larger Executive Education programs, Can we get a small group call going Irwin Hipsman Emily G. Elana Heffley
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Sarah Urbiss
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I manage our Executive Advisory Board and would also love to discuss broader exec engagement. Happy to join a small group call!
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Suellen Wang
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One of my priorities this year is to build an advisory board. Would love to join the call as well and learn more about your experiences!
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Andy Garlikov
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Irwin Hipsman I believe that exec advisory boards are just one piece of exec engagement. Those sit alongside EBCs, exec sponsor programs, and some part of customer advocacy work. Having been involved in all of these, I'd sure like to join that discussion too.
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Kelley Spiridakis
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Irwin Hipsman I think we have a quorum, I'll ping you to see how we can get this discussion on the calendar. Stay tuned!
Heather Pritchett
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Irwin Hipsman I'm very interested in this topic as well. Can you add me to the discussion?
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Irwin Hipsman
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Heather Pritchett Kelley Spiridakis Andy Garlikov Suellen Wang Sarah Urbiss Elana Heffley Molly McCreary Sarah Wylie Emily G. I am just about done with the 2025-26 CMA Employment Report and below is from the section Which Roles are Emerging? It sounds like people would like to get together to discuss. How about Friday the 23rd? I will talk with Mary about scheduling it. Executive Engagement. We saw a few roles, and it is worth keeping an eye on. Customer Marketers should expect this role to grow and strategize on how to participate. See appendix for ServiceNow job description: Program Manager CRM Events, Executive Engagement & Industry Adoption. Today, many companies engage their customer executives by creating activities and events that customer executives appreciate, Executive Advisory Boards, and developing 1-1 relationships between company and customer executives. The next step is to drive ROI from executive relationships in the form of new pipeline and deal acceleration. In the past, this was difficult to scale and highly manual. With AI, companies can go deep into their and their customers networks to find and activate warm paths to decision-makers and influencers and create more champions in key accounts.
Kelley Spiridakis
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Thanks Irwin Hipsman January 23 would be great.
Andy Garlikov
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Same here. I can join this any time after 10am PT that day.
Sarah Urbiss
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Thanks for this! A call Jan 23 sounds great.
Elana Heffley
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23rd either between 1-3 or 11-12:30 would be great for me!

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