Metrics Advocacy Teams Are Measuring and Tracking Progress in Customer Advocacy

Colleen Reidy

·Feb 02, 2026 12:17 PM·

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Metrics - what are advocacy teams measuring? Here's where we're going:

Pipeline and closed-won revenue from references
Pipeline and closed-won revenue from events where customer speakers are
Closed-won revenue generated for deals where customer assets were shared in the opportunity
Number of success stories, videos published
Quantity, overall average rating, leads from peer reviews
Downloads, clicks and traffic from our customer page

Question: is anyone counting annual contract value (ACV) from CAB members?

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3 comments

· Sorted by Oldest

Kathleen Ryaboy
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Dana Alvarenga what have you been seeing from customers?
Daniel Palay
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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.
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Dana Alvarenga
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thanks Kathleen Ryaboy for the tag. hi Colleen Reidy tp piggy back off your measuring goals and what Daniel shared - I would also back up and if you are not doing this recommend only customers who reach a certain ACV value are even allowed to be invited in to join the CAB and it’s reviewed on an annual basis that they have participated in the minimum requirements (#OF Activities completed, participated in) and that their contract value remains above or beyond a threshold
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Kathleen Ryaboy
·
·
Dana Alvarenga what have you been seeing from customers?
Daniel Palay
·
·
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.
1
Dana Alvarenga
·
·
thanks Kathleen Ryaboy for the tag. hi Colleen Reidy tp piggy back off your measuring goals and what Daniel shared - I would also back up and if you are not doing this recommend only customers who reach a certain ACV value are even allowed to be invited in to join the CAB and it’s reviewed on an annual basis that they have participated in the minimum requirements (#OF Activities completed, participated in) and that their contract value remains above or beyond a threshold
👍1

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