Downloaded 20 times
Uploaded byRob Jensen
Customer Advisory Board Recruitment Strategies and Tips
The document provides an overview of strategies and tips for effectively recruiting and managing members of a Customer Advisory Board (CAB). It discusses creating a mutually beneficial CAB by ensuring there is value for both the company and customers. Key elements of the recruitment process include defining criteria for ideal members, gathering nominations, creating recruitment documents, and establishing a recruitment process. After recruiting members, the document outlines onboarding members through interviews and agenda setting, as well as continuously engaging members through subcommittees and meetings. It also provides tips for ranking and retiring CAB members over time. The overall document aims to help companies design and optimize an effective CAB program.
Customer Advisory Board Recruitment Strategies and Tips
- 1. CAB Recruitment Strategiesand Tips to Effectively Manage CAB Membership www.igniteag.com Tel. 888.667.7027 info@igniteag.com #CABWebinar @IgniteAG
- 2. © 2018 IgniteAdvisory Group 2 Speakers Rob Jensen, VP Marketing • Over 20 years in marketing, communications and business development leadership positions with leading enterprise B2B software and tech companies • Managed and facilitated customer and partner advisory board programs at US Bank, Wolters Kluwer, Cisco, EMC/Captiva, Kofax, Anacomp, TRW, HNC Software, AudaExplore Catherine Gibson, VP Client Engagement • Over 20 years at AT&T Business, leading the Global Customer Advisory Councils Program covering networking, cloud, cyber security, IoT, and collaboration, and leading Enterprise Industry Events and Executive Forums • Also managed and facilitated customer advisory boards at Wolters Kluwer, HCL, 3M, Skybox Security • Extensive experience in strategic marketing, tech and telecom industries Moderator Tatiana Falconi, VP Marketing Operations • Over 12 years of experience in B2B marketing, customer programs, and market research, in telecom, tech finserv industries • Managed customer advisory board programs at Dell, Qualcomm, UPS, Swiss Re, Xerox, Pindrop Security, Essilor
- 3. ABOUT IGNITE, PREREQUISITESFOR A SUCCESSFUL MEETING, AGENDA Tatiana Falconi, VP Marketing Operations, Ignite Advisory Group
- 4. © 2018 IgniteAdvisory Group 4 Ignite Advisory Group Overview • Only worldwide firm dedicated to CABs • 20 consultants • 200 advisory board engagements • Founded 2007 by CMO of NICE Systems • Only firm providing training in CABs • Experience in US, Europe, Asia (simultaneous translation) • Developed many industry best practices TECH / SOFTWARE FINANCIAL SERVICES SECURITY OTHER: Business Services, Healthcare, Insurance, IT, Legal, Manufacturing, Payment Solutions, Retail, Transportation, Travel As featured in
- 5. © 2018 IgniteAdvisory Group 5 Ignite Advisory Group Solutions Partner with Ignite to Help Create and Manage Your World-Class Customer Advisory Board Program Create a Board Improve and Optimize Your CAB: Hire Ignite to Benchmark and Assess Your Existing Client Advisory Board Program Optimize a Board Leverage Ignite’s Expertise to Facilitate Your Next Customer Advisory Board Meeting for Maximum Impact Hire a Facilitator Participate in CAB Training to Help You or Your Staff Run a World-Class Client Advisory Council Program Get Training
- 6. © 2018 IgniteAdvisory Group 6 What we’ll cover 1. What does a successful CAB meeting look like? 2. How to identify the right CAB members? 3. Is your CAB mutually beneficial to the members and you? 4. What is the ideal CAB recruitment process? 5. What are the necessary CAB recruitment documents? 6. What happens after you recruit CAB members? 7. How to continuously engage CAB members? 8. How to rotate and retire CAB members? Q. Does your company (or you) currently have a CAB or is your company planning on starting a CAB?
- 7. © 2018 IgniteAdvisory Group 7 What is a Customer Advisory Board? Panel of leaders from key customer organizations who work with host company’s senior leadership team to guide strategy and offerings, and address shared industry challenges.
- 8. © 2018 IgniteAdvisory Group 8 Pre-requisites for a Successful CAB Meeting 1. Executive Sponsorship 2. Meeting Objectives 3. Program Metrics (scorecard) 4. The right people in the room (members & employees & facilitator) 5. Interview analysis of all the members 6. Committed steering team 7. Coached session owners (not presenters) 8. A compelling & mutually beneficial agenda 9. A plan to execute on action items and report back to CAB regularly 10.Pre-reading and education provided to members in advance …..there are many more!
- 9. STRATEGIES AND TIPSFOR SUCCESSFUL CAB RECRUITMENT Rob Jensen, VP Marketing, Ignite Advisory Group
- 10. What are yourtop recruiting issues? (If you haven’t done CAB recruitment, what are your top PERCEIVED recruiting issues?)
- 11. © 2018 IgniteAdvisory Group 11 Create a Mutually Beneficial CAB Is there a compelling business reason for the CAB? Is this something that’s been driven by customer demand or by the business? Why now? What’s the potential impact or value that we’re looking to create? What does success look like? Mutual Benefit for your company and your top customers Why now? Why is a CAB compelling? What are you hoping to learn? What’s the value proposition to convene the customers? What are we trying to solve? Is there an industry trigger or inflection point? Create a CAB Charter Agree on key elements of charter: CAB objectives, scope, member benefits, duration/tenure, responsibilities
- 12. © 2018 IgniteAdvisory Group 12 Create a Mutually Beneficial CAB Is there a compelling business reason for the CAB? Is this something that’s been driven by customer demand or by the business? Why now? What’s the potential impact or value that we’re looking to create? What does success look like? Mutual Benefit for your company and your top customers Why now? Why is a CAB compelling? What are you hoping to learn? What’s the value proposition to convene the customers? What are we trying to solve? Is there an industry trigger or inflection point? Create a CAB Charter Agree on key elements of charter: CAB objectives, scope, member benefits, duration/tenure, responsibilities Reminder: It’s about them – not you
- 13. © 2018 IgniteAdvisory Group 13 MEMBER Benefits of CABs 1. Influence Host Company Product or Solutions Roadmap 2. Acquire Best Practices from Peers and Benchmark against Peers 3. Obtain Insight Into Host Company’ Strategic Initiatives 4. Opportunity to Beta Test New Products 5. Interact with Executive Management Teams 6. Improve Customer Service and Support 7. Learn About Industry Trends 8. Help Solve a Business Issue Impacting Everyone on the Panel 9. Opportunity for Thought Leadership 10.Network for Potential Personal and Professional Growth http://www.cioinsight.com/it-management/inside-the-c-suite/slideshows/10-reasons-to-serve-on-customer-advisory-boards.html
- 14. © 2018 IgniteAdvisory Group 14 WHO ARE YOU TARGETING TO BUILD SUCCESS? What type and level of customer are you targeting? How are you going to recruit? Leverage sales? Are these new or established relationships? What’s the time frame for completion TIPS Segment customers based on priority - wave 1 should be the ideal members, wave 2 to round out roster of 12-16 members (have 30+ nominations) Define deadlines for recruitment of waves Identify the Right Members Who will you target?
- 15. © 2018 IgniteAdvisory Group 15 Define Recruitment Criteria to Ensure Right Member Mix CREATE A TARGET MEMBER PROFILE (Ideal Candidate) Active customer Senior Executive IT primary decision makers Willing to share strategic ideas Able to commit for 18 months for 1 to 2 in-person meeting and quarterly calls KEY QUESTIONS TO CONSIDER • Size and significance of account? • Annual spend with host company • Future revenue potential • Familiarity with our products and services? • Current or future potential to serve as advocates or champions? • Does the person belong to other industry organizations/networks? • What is the person’s desire to make a name for him or herself? • Currently publishing white papers or perspectives? • Will the person be outspoken, voice his or her opinions and contribute to the group? • Level of openness to new ideas and creative ways of changing the profession / industry?
- 16. © 2018 IgniteAdvisory Group 16 Gather Nominations from Sales/Account Management Teams KEY INFORMATION TO GATHER Nominee revenue information and product/services usage Why would this company be a valuable member on the XYZ company customer advisory board? Why would this individual be a valuable member on the XYZ company customer advisory board? Does this company/individual participate on other XYZ company advisory boards? What XYZ company services has this company purchased/deployed?
- 17. © 2018 IgniteAdvisory Group 17 Sounding board for XYZ and opportunity to build relationships for future revenue growth Most influential clients that can help accelerate XYZ’s growth (represent $XXM annual revenue) Executive Sponsor Jayne Smith, CEO Member benefits: peer networking, influence over company’s strategy, unique industry insights and access to company’s executive team The goal is to ensure XYZ’s customer community is staying well ahead of technological change, by exploring new trends, sharing challenges and defining solutions for managing AV, video and collaboration across the enterprise. 12 months duration of board membership OBJECTIVE: Board directly influences business plans and product roadmaps Strategic Theme: “Shaping the next generation of enterprise video technologies” 1 Annual in-person meeting for 1.5 days 3 Quarterly virtual CAB meeting (minimum) Meetings CAB Overview – Sample Sales Deck 15
- 18. © 2018 IgniteAdvisory Group 18 Private metrics provide unique insights into candidate needs and growthdrivers Consistent rating system provides simple and easy to analyze candidate scoring Total number ofpoints determines candidate priority for CAB inclusion Out put CAB Recruitment Scorecard 18 Public metrics can help XYZ source additional candidates in future Use of both company and stakeholder- level metrics will provide insight into firm nuances as well as ability for firm representative to contribute meaningfully to CABprogram Tenure w/ XYZ Company
- 19. © 2018 IgniteAdvisory Group 19 Create Recruitment Documentation Recruitment Letter CAB Overview Document (Charter) Phone Script Email Script
- 20. © 2018 IgniteAdvisory Group 20 Establish a CAB Recruitment Process 1. Gather nominations for candidates who meet Ideal Member Profile 2. Compile A/B List for executive sponsor approval (see Member spreadsheet) 3. Ignite briefs each candidate’s highest ranking executive contact on how to help recruit 4. Recruiter verbally invites candidate to ascertain candidate’s interest (see Talk Track) 5. CAB manager overnights Recruitment Invitation Letter & Charter 6. CAB manager chases for nominees decision by email/phone if not received 7. CAB manager sends Meeting Invitation letter, also requesting Bio & headshot & interview availability times 8. CAB manager e-mails interview calendar invitation & Discussion Guide, cc’ing assistant 9. CAB manager e-mails meeting calendar invitation, cc’ing assistant and reaches out to book travel NOTE: We track this entire process in a Member Spreadsheet
- 21. © 2018 IgniteAdvisory Group 21 Plan Enough Time to Recruit CAB Members Phase I: CAB Design JAN FEB MAR APR MAY JUNE JULY AUG SEPT OCT NOV DEC Kickoff Project planning Finalize design and charter Phase II: Member Recruitment JAN FEB MAR APR MAY JUNE JULY AUG SEPT OCT NOV DEC Definition, identification and prioritization Recruiting instructions and materials Recruitment process Phase III: Meeting Preparation JAN FEB MAR APR MAY JUNE JULY AUG SEPT OCT NOV DEC SME interviews (internal and external) Agenda development Member interviews Pre-reading materials strategy and review Presentation materials creation and review Meeting Phase IV: Post-Meeting Actions JAN FEB MAR APR MAY JUNE JULY AUG SEPT OCT NOV DEC Meeting summary and action items report Follow up on action items Sub committees / webinars / calls Next meeting planning
- 22. WHAT HAPPENS AFTERYOU RECRUIT CAB MEMBERS? Catherine Gibson, VP Client Engagement, Ignite Advisory Group
- 23. © 2018 IgniteAdvisory Group 23 Overall Theme for CAB Gather Key Topics from Internal Stakeholders & Experts Create Interview Discussion Guide Individual Member Interviews Produce Summary of each interview Executive Report with Key Insights & Top Topics Produce summary of each interview Theme from Strategy Workshop Onboarding Pack for members Let Members Drive Meeting Content Onboarding & In-Person Meeting Agenda Creation Process Name Company Name Company Name Company Name Company Name Company Draft Agenda for Content Workshop with SMEs
- 24. © 2018 IgniteAdvisory Group 24 Continuous Engagement “A CAB isn’t an event. It’s on ongoing program.” OCTOBER 2017 DECEMBER 2017 JANUARY 2018 MARCH 2018 APRIL 2018 JUNE 2018 JULY 2018 AUGUST 2018 OCTOBER 2018 CAB 2017 Subcommittee 1 Call Subcommittee 1 Call Subcommittee 1 Call CAB 2018 F2F Meeting Subcommittee 2 Call Subcommittee 2 Call Subcommittee 2 Call F2F Meeting Meeting Readout & Action Item Updates Strategy Review with SME Exclusive Webinar on New Product Release Educational Series to prepare for upcoming CAB meeting
- 25. © 2018 IgniteAdvisory Group 25 PLUS: Members can nominate their own experts responsible for topics being discussed in Subcommittee Calls – expanding the reach of the program Continuous Engagement - Subcommittees OCTOBER 2017 DECEMBER 2017 JANUARY 2018 MARCH 2018 APRIL 2018 JUNE 2018 JULY 2018 AUGUST 2018 OCTOBER 2018 CAB 2017 Subcommittee 1 Call Subcommittee 1 Call Subcommittee 1 Call CAB 2018 F2F Meeting Subcommittee 2 Call Subcommittee 2 Call Subcommittee 2 Call F2F Meeting Meeting Readout & Action Item Updates Strategy Review with SME Exclusive Webinar on New Product Release Educational Series to prepare for upcoming CAB meeting
- 26. © 2018 IgniteAdvisory Group 26 Recruitment Happens Year Round Phase I: CAB Design JAN FEB MAR APR MAY JUNE JULY AUG SEPT OCT NOV DEC Kickoff Project planning Finalize design and charter Phase II: Member Recruitment JAN FEB MAR APR MAY JUNE JULY AUG SEPT OCT NOV DEC Definition, identification and prioritization Recruiting instructions and materials Recruitment process Phase III: Meeting Preparation JAN FEB MAR APR MAY JUNE JULY AUG SEPT OCT NOV DEC SME interviews (internal and external) Agenda development Member interviews Pre-reading materials strategy and review Presentation materials creation and review Meeting Phase IV: Post-Meeting Actions JAN FEB MAR APR MAY JUNE JULY AUG SEPT OCT NOV DEC Meeting summary and action items report Follow up on action items Sub committees / webinars / calls Next meeting planning
- 27. © 2018 IgniteAdvisory Group 27 Board Member Ranking & Retiring Members MEMBER RANKING CRITERIA • Overall participation (in-person meetings, quarterly calls, subcommittee calls) • Value add in terms of insights and perspectives • Level of feedback during personal interview • Level of pre-board or sub-committee assignment completion • Level of positive or negative feedback from other members • Level of business development participation in the following: • Provide customer reference • Provide testimonial • Present at events / analyst events • Participate at host company events • Participate in case studies/ articles/ white papers • Become pilot customer • Come up with a new initiative RETIRING MEMBERS - TIPS Each Year, Rotate 5-10% of CAB Membership (In many cases, this will happen naturally due to member’s change in role or company) Don’t ever let the sales person be the “bad cop” Rotate/retire member via personal phone call from exec sponsor and letter Provide honorarium/ gift / commemorative plaque Engage retiring CAB members in other relevant customer opportunities: Speaking, Events, Thought Leadership
- 28. © 2018 IgniteAdvisory Group 28 CAB Member Evaluation – Example: Business Focus & Referral Ability Business Focused/Higher Value Technology Focused/Lower Value High ability to intro to other depts.Low ability to intro to other depts. Enver H. COMPANY LOGO John C. COMPANY LOGO Al W. COMPANY LOGO Janice T. COMPANY LOGO Joanne M. COMPANY LOGO Andrew G. COMPANY LOGO Allison R. COMPANY LOGO Adam L. COMPANY LOGO John W. COMPANY LOGO Rob J. COMPANY LOGO Chad G. COMPANY LOGO Larry P. COMPANY LOGO
- 29. © 2018 IgniteAdvisory Group 29 Ongoing Member Recruitment New Member Recruitment, Key Questions to Consider • Account significance • Product line take-up • Business development potential • Industry participation • Professional development ambitions • Thoughtful commentary • Open to change
- 30. © 2018 IgniteAdvisory Group 30 Leverage the CAB for Customer Advocacy • Give CAB members an opportunity to showcase their initiatives, organization, and personal brand. • Opportunities include: – Speaking engagements – Press opportunities – Press releases – Testimonials – Success stories (written or video)
- 31. CAB RESOURCES &HOW TO ENGAGE WITH IGNITE
- 32. © 2018 IgniteAdvisory Group 32 Ways to Engage with Ignite 1.1) Schedule a Free Consultation 1.2) Attend the Customer Advisory Board.org Annual Conference DECEMBER 2018 1.3) Attend CAB Manager Training FEBRUARY 2019
- 33. © 2018 IgniteAdvisory Group 33 Free Consultation with Ignite Share an advisory board program plan Discuss your advisory board needs Make recommendations for your program Share concrete advisory board examples from prior Ignite clients During the free consultation, we will… Schedule the free consultation at: info@igniteag.com or www.igniteag.com/contact/
- 34. © 2018 IgniteAdvisory Group 34 Attend the CAB.org Conference DEC 2018 Customer Advisory Board.org Industry Association Annual Conference December 4th, 2018 in Boston www.customeradvisoryboard.org/conference/ Hear how leading B2B marketing practitioners are engaging their TOP customers Challenge your thinking on how Customer Advisory Boards can drive business value Get tips, tools and best practices you can use immediately with your customers Network with fellow industry professionals on the leading edge of B2B customer engagement
- 35. © 2018 IgniteAdvisory Group 35 Attend the Next CAB Training – You’re Invited! CAB MANAGER TRAINING February 27-28, 2019 Wednesday-Thursday 1.5 Days More Information: www.igniteag.com/training SPECIAL DISCOUNT FOR LIVE WEBINAR ATTENDEES: 5% Off CAB Manager Training (Expires October 31st, 2018) 10 in-depth and interactive sessions on all CAB stages, from design to execution and ongoing engagement and value Ample networking opportunities with other training attendees 120-page manual with templates, best practices and charts, yours to keep
- 36. © 2018 IgniteAdvisory Group 36 Visit our CAB Best Practices Resource Center eBooks Newsletters Infographics Podcasts Videos Webinars For more information about Ignite CAB program management, contact us: info@igniteag.com |888-667-7027 www.igniteag.com/resources
- 37.
- 38. THANK YOU forattending our webinar!
Editor's Notes
- #6 -Full service outsourcing to simple mentoring
- #7 POLL: Does your company have a CAB or is your company planning on starting a CAB? (select all that apply) -We currently have a CAB(s) -We are planning on starting a CAB -We DON'T currently have CABs; just curious to hear more
- #8 Also known as a Customer Advisory Council or Client Advisory Council or Client Advisory Board Also applicable to Partner Advisory Boards
- #11 What are your top recruiting issues (or perceived if you aren’t managing a CAB)? (select all that apply) Identifying the right target CAB member nominees We don’t have relationships with the level of CAB member we want Sales team is too eager/pushy for their clients to be on CAB Knowing if CAB member nominee will be outspoken & contribute Recruiting the most strategic & exec level CAB members
- #13 It’s about them – not you: One of the top reasons that companies may have problems with recruiting – or keeping – members is that their program is too self or vendor focused. To be successful, CABs must be established with shared challenges and mutually beneficial value for the members first and the host company second. Your CAB should be chartered to address problems common with your customers. For example, if your company offers accounting software, your customers are no doubt concerned with accelerating payment processes, and maximizing cash flow opportunities. The message and value of addressing these issues must be communicated as part of your CAB value proposition. In other words, if your CAB meeting content is comprised primarily of canned company PowerPoint presentations and product demos, your CAB is likely not established with mutual value in mind.
- #15 Identify the right members: The first factor that should identify the proper members of your CAB program is your CAB charter – what is the purpose of your advisory board program and what business challenge are you trying to address? Is your CAB designed for product users? Managers? Executives? Once this is clearly identified, you can assemble a list of nominations involving 1) the best companies 2) job titles or the appropriate levels within an organization, and 3) the best people. If your CAB desires to identify potential new solutions, technologies or partnerships to address strategic challenges, then higher level executives make better sense than tactical-focused product users. You’ll also want to identify good speakers who are open to sharing corporate challenges, and avoid those who may be too shy, secretive or simply not exposed to them. Assemble a list: With the selection criteria clearly identified, communicate this to the CAB member recruiters – those who have the best personal relationships with your target customers. While these folks are often your sales or account management teams, it can also be your engineering or support team who may have developed relationships on an implementation or other special project. You’ll want to collect roughly 40-50 nominations to examine and whittle down to the initial 20 or so to invite. You’ll probably shoot to collect 15-16 acceptances, with a goal of getting 12 members in actual attendance at your in-person meeting.
- #16 - Stay true to member profile Tighter decision-maker peerage improves member engagement Make room for emerging high-growth members
- #18 *All members under NDA
- #21 Recruit the right way: The most successful way to recruit members is a strong recruiting process which includes compelling messages and materials, such as a printed charter and recruitment letter. In the instant digital age, this formal approach creates more weight and higher perceived value towards your program. In addition, the materials should ideally be delivered in person to the target member by the individual with the best relationship – perhaps as part of a recurring personal engagement. If such an in-person meeting is not practical, a fallback approach could be a personal phone call. In other words, if your company is emailing generic, impersonal CAB invitations coming from a marketing or events person, your program will likely be perceived as lower, tactical value, and you will likely experience more declines.
- #24 Let members drive meeting content: Once recruited, it is crucial that members be involved in shaping the agenda and content for meetings. This is done by engaging with them via interviews to gather and understand their exact challenges and bottlenecks, and the topics they would like to explore in solving them. If members show up to a meeting and see a vendor-focused agenda, they will likely not be happy about it.
- #26 DELIVERABLES Benchmark Dashboard Practical Guide for Implementation Top 10 Best Practices Set of Requirements for Product Development Roadmap Reprioritization SWOT of New Market/New Technology Official Response to Industry Regulation Conference Presentation Implementation Plan TECHNIQUES Conference calls Exchanging of internal metrics/data Engage technical representatives Customer presentations Sharing reading articles “Homework” assignments OUTPUT FORMAT White Paper Blog Post Dashboard visualization Consolidated set of metrics/data in a spreadsheet Presentation for a conference Important to create a subcommittee charter and have an executive sponsor/SME leading the subcommittee
- #27 Always be recruiting: Your company should always be on the lookout for new members to your CAB program. To do so, you can communicate the success and value of your program internally, and advise your customer-facing teams to consider new CAB nominations. After all, CAB members should be rotated out after a set amount of time (typically 2 years), so new members will be needed to replace those retired from the program. Done correctly, your CAB may even build a waiting list of eager customers who desire to get into your successful and prestigious program.