Target Advocate Program Increases with Gap Analysis - Tips From Referential's Lillian Kann

It’s the end of August, vacations are winding down and the kids are prepping for back to school. The calendar says it’s time to focus on the rest of the year! With the craziness of planning meals around sports and sizing up kids’ clothes and everything else they need, comes the opportunity to also review advocacy requirements and plan for success. Advocate recruitment tends to be a delicate synergy between identifying strategic customers for validation and predicting the references sales and marketing will be looking for to support sales opportunities and upcoming marketing requests. What can advocacy managers do to find the right balance?

Gap analysis of your reference database can be a key step in understanding reference coverage across your products, industries and geographic sectors.  It is also a helpful way to proactively plan for future request fulfillment. With an understanding of approved references and how this information compares to both your customer universe and request activity, you can proactively plan for recruitment and avoid the reactive chaos of high demand periods. A first step is  to create a snapshot of advocates:

  1. What references do you have today: Look at your universe of customers by product and compare this to customers successfully recruited for advocacy within that product area. This can offer visibility to necessary recruitment.
  2. How many requests do you expect: Using sales revenue goals by product and projected average deal size, calculate the number of deals required to meet goal. Adjust this number by the average number of references requested by each opportunity to better understand how many references you will need during the given period.
  3. Marketing requests: Check marketing calendars for visibility to upcoming events, speaker requests, analyst research needs and more.
  4. Where there are gaps: Comparing your anticipated deal numbers, the required references volume and your current approved references, you can identify gaps and proactively solicit customer nominations throughout your company to fill these gaps.

Once you understand the gap areas and request forecast, Sales and Customer Success may be your go-to teams for nominations and recruitment. Don’t forget about product management and product marketing teams. They can offer insight to customer lists and new product releases as well as early adopter customer lists Implementation and service delivery teams can help provide latest status on customer deployments. Sales leaders can offer insight to recent strategic wins All of these sources will help create a healthy pipeline of potential new customer advocates.

Gap analysis can offer an interesting view into overall advocacy success. If gap analysis is done effectively, this information can also offer critical insight, with metrics, into overall product success while offering insight to potential areas of concern.