Customer references vs. advocates. Quite a topic of conversation. There are all sorts of articles about the differences between advocates and references. Simplistically customer reference programs have been a critical part of the sales process. Customers are recruited, requests are fulfilled, and sales increase. Usually customer reference activities are reactive. References are asked to participate in activities such as a call with a prospect or speaking at an event. Advocates, on the other hand, are proactive in their promotion (and defense) of your brand. An advocate will proactively engage in a community or at an event, amplify your message in social media, or help with new product input. And they will also take that important call with a prospect!
Here is an interesting article on how BMC made the transition from relying on references to a strong advocacy program. A valuable read.