Seeking Strategic Survey Questions for Leadership Meeting

Dana Marlin · 2025-09-17 19:20:40.232917+00

CAB Question - We'd like to send a survey to members before our next meeting. We really want to make sure we are asking strategic questions versus more tactical as this is a group of leadership instead of actual users of our tech? has anyone sent any before or can you share examples of questions you've asked to better understand clients priorities in relationship to your planned business strategy?

Seeking Strategic Survey Questions for Leadership Meeting | CMAweekly Customer Marketing and Advocacy Slack

6 comments

· Sorted by Oldest

Paola
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In past roles, I’ve typically partnered with product teams on shaping these type of strategic questions to validate whether our planned product/company direction aligned with future-looming customer priorities. For example, if we were considering an AI-focused investment in our products, we might ask: “How much is AI currently incorporated into your XYZ strategy?” Other questions that come to mind:
“Which emerging technologies are you prioritizing in the next 12–18 months?”
“Where do you see the biggest opportunities to improve business outcomes with XYZ?”
“What challenges do you anticipate as you scale your XYZ strategy?”
Daniel Palay - I know this is fresh on your mind with our upcoming CAB
Amy
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Dana Marlin take a look at the Slack CAB channel and connect with Irene Yam. She can help!
❤️2
Rachel Bonistalli
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In the past, if we were to survey for topics it would've been included in the survey right after the last CAB. A question or two inquiring about topics they might find helpful to cover based on big initiatives they are leading would be mixed in with the other questions around the overall experience so as to cut down on the number of surveys. But, that was because the company at the time was sending too many surveys. Could be different experience with your company.
Irene Yam
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That's a great question—and a tough one. If the customer is on your CAB, I’d recommend the CAB lead or an executive sponsor request a quick 15-minute call. A short conversation goes a long way in gathering context and showing that their voice truly matters. I do send post-CAB surveys, but those are mostly for tracking trends and numbers. The real insights come from 1:1 conversations—that’s where you can go deeper. Those moments are not just about feedback—they’re about building trust. Be transparent. Ask your board member what they want to discuss or see more of in the CAB. And if you do that, always bring in something they mentioned previously—it shows you’re listening and genuinely value their input. (And they also have a word in shaping the next agenda.)
Dana Marlin
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Funny thing is we did send a survey after the last CAB and asked then what they wanted to discuss deeper, but we also have some new leadership who wants to push for pre-event surveys.
🤷‍♀️1
Daniel Palay
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Dana Marlin To echo Irene Yam, as we were setting up this current cohort of our CAB, we did do as many individual meetings as possible to go over the 'what are you wanting to get out of this experience' knowledge ahead of time. We then used our first meeting to let these folks speak to each other about those same type of question and also added in questions about 'what keeps you up at night' and 'what are working on this year'. These questions led to a wonderful first meeting as folks realized how much they had in common with other members as well as seeded our future plans with knowledge of what topics/themes most/if not all of the membership cared about.

Paola
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·
In past roles, I’ve typically partnered with product teams on shaping these type of strategic questions to validate whether our planned product/company direction aligned with future-looming customer priorities. For example, if we were considering an AI-focused investment in our products, we might ask: “How much is AI currently incorporated into your XYZ strategy?” Other questions that come to mind:
“Which emerging technologies are you prioritizing in the next 12–18 months?”
“Where do you see the biggest opportunities to improve business outcomes with XYZ?”
“What challenges do you anticipate as you scale your XYZ strategy?”
Daniel Palay - I know this is fresh on your mind with our upcoming CAB
Amy
·
·
Dana Marlin take a look at the Slack CAB channel and connect with Irene Yam. She can help!
❤️2
Rachel Bonistalli
·
·
In the past, if we were to survey for topics it would've been included in the survey right after the last CAB. A question or two inquiring about topics they might find helpful to cover based on big initiatives they are leading would be mixed in with the other questions around the overall experience so as to cut down on the number of surveys. But, that was because the company at the time was sending too many surveys. Could be different experience with your company.
Irene Yam
·
·
That's a great question—and a tough one. If the customer is on your CAB, I’d recommend the CAB lead or an executive sponsor request a quick 15-minute call. A short conversation goes a long way in gathering context and showing that their voice truly matters. I do send post-CAB surveys, but those are mostly for tracking trends and numbers. The real insights come from 1:1 conversations—that’s where you can go deeper. Those moments are not just about feedback—they’re about building trust. Be transparent. Ask your board member what they want to discuss or see more of in the CAB. And if you do that, always bring in something they mentioned previously—it shows you’re listening and genuinely value their input. (And they also have a word in shaping the next agenda.)
Dana Marlin
·
·
Funny thing is we did send a survey after the last CAB and asked then what they wanted to discuss deeper, but we also have some new leadership who wants to push for pre-event surveys.
🤷‍♀️1
Daniel Palay
·
·
Dana Marlin To echo Irene Yam, as we were setting up this current cohort of our CAB, we did do as many individual meetings as possible to go over the 'what are you wanting to get out of this experience' knowledge ahead of time. We then used our first meeting to let these folks speak to each other about those same type of question and also added in questions about 'what keeps you up at night' and 'what are working on this year'. These questions led to a wonderful first meeting as folks realized how much they had in common with other members as well as seeded our future plans with knowledge of what topics/themes most/if not all of the membership cared about.