Customer Advisory Board Recruitment Strategies and Tips to Effectively Manage CAB Membership

1. CAB Recruitment Strategies and Tips to Effectively
Manage CAB Membership
www.igniteag.com
Tel. 888.667.7027
info@igniteag.com
#CABWebinar
@IgniteAG

2. © 2018 Ignite Advisory 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, PREREQUISITES FOR A
SUCCESSFUL MEETING, AGENDA
Tatiana Falconi, VP Marketing Operations,
Ignite Advisory Group

4. © 2018 Ignite Advisory 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 Ignite Advisory 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 Ignite Advisory 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 Ignite Advisory 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 Ignite Advisory 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 TIPS FOR SUCCESSFUL
CAB RECRUITMENT
Rob Jensen, VP Marketing, Ignite Advisory
Group

10. What are your top recruiting issues?
(If you haven’t done CAB recruitment, what
are your top PERCEIVED recruiting issues?)

11. © 2018 Ignite Advisory 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 Ignite Advisory 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 Ignite Advisory 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 Ignite Advisory 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 Ignite Advisory 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 Ignite Advisory 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 Ignite Advisory 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 Ignite Advisory 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 Ignite Advisory Group 19
Create Recruitment Documentation
 Recruitment Letter
 CAB Overview Document
(Charter)
 Phone Script
 Email Script

20. © 2018 Ignite Advisory 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 Ignite Advisory 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 AFTER YOU RECRUIT
CAB MEMBERS?
Catherine Gibson, VP Client Engagement,
Ignite Advisory Group

23. © 2018 Ignite Advisory 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 Ignite Advisory 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 Ignite Advisory 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 Ignite Advisory 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 Ignite Advisory 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 Ignite Advisory 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 Ignite Advisory 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 Ignite Advisory 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 Ignite Advisory 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 Ignite Advisory 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 Ignite Advisory 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 Ignite Advisory 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 Ignite Advisory 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. Q & A

38. THANK YOU for attending
our webinar!