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Best Practices for Customer Advisory Boards (ProductCamp Boston 2016)


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In this session, Ameeta will share best practices for building and running customer advisory boards and facilitate discussion among the attendees.

About Ameeta Soni

Ameeta serves as Chief Marketing Officer on a fulltime or fractional basis for technology companies. Companies include PlatformQ Health, Assemble Systems and VFA. She has successfully taken products and services from concept to market and developed new markets leading to over $600 M in sales. Ameeta founded several companies including a provider of PLM solutions and serves as an advisor to many start-ups. She is a member of the Edison Director Network, past chair of the MIT Enterprise Forum of Cambridge and a mentor at TechStars.

Published in: Marketing
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Best Practices for Customer Advisory Boards (ProductCamp Boston 2016)

  1. 1. CUSTOMER ADVISORY BOARDS Ameeta Soni Product Camp Boston April 9, 2016
  2. 2. CustomerAdvisory Board - Definiton A forum for key customers to provide insight and influence company and product direction Ameeta Soni – Product Camp Boston 2016
  3. 3. CustomerAdvisory Board - Structure • Key executives from top customers representing different market segments • CAB members provide: • Perspective re. their businesses, industry trends, product usage, technology plans • Feedback re. company’s strategy, new product functionality/applications, partners • Company gets strategic advice, loyalty, advocates, sales referrals, .. • CAB members get: • Better solution in long run • Opportunity to learn from peers • Clarify up front no company commitment to change Ameeta Soni – Product Camp Boston 2016
  4. 4. CustomerAdvisory Board - Planning • 12-15 people ( not competitors); typically 7-8 attend • Annual meeting along with periodic group and/or 1 on 1 calls re. specific issues • Designate person(s) responsible for CAB and for facilitating meeting • Set date well in advance; option to host in conjunction with user group meeting • Develop agenda and send 1 month before meeting • Decide on company attendees depending on topic and their expertise Ameeta Soni – Product Camp Boston 2016
  5. 5. CustomerAdvisory Board - Logistics • Get sales recommendations re. CAB members but get broader buy-in • Clarify expectations up-front • Company picks up travel costs • For each topic, prepare 1-2 slides to provide context and have4-5 discussion points and questions (company sponsor per topic) • Have social event evening before CAB meeting • Discuss key takeaways internally, decide on course action and update CAB Ameeta Soni – Product Camp Boston 2016
  6. 6. CUSTOMER ADVISORY BOARDS Ameeta Soni @ameetasoni 781.334.2832