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HOW to Best Run a Customer Advisory Board: 10 Tips for Creating a World-Class CAB Program

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HOW to Best Run a Customer Advisory Board: 10 Tips for Creating a World-Class CAB Program

A well-run customer advisory board is the ideal method for validating corporate strategies, gathering input on product development, and deepening relationships with key customers.

The presentation focuses on how to run a world-class customer advisory program:
• Design an advisory program – target members, goals, topics
• Effectively recruit members
• Build an advisory board charter document
• Onboard members – discovery interviews on top-of-mind topics
• Build a meeting agenda
• Sustain board momentum between calls and meetings

This presentation was created by Ignite Advisory Group, the world’s #1 advisory board consulting firm, and also Innovation Games, which helps organizations innovate through collaborative, social, and serious business games.

Publicado en: Marketing
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HOW to Best Run a Customer Advisory Board: 10 Tips for Creating a World-Class CAB Program

  1. 1. 1 HOW To Best Run a Customer Advisory Board: 10 Tips For Creating a World-Class CAB Program April 2, 2015
  2. 2. 2 Today’s Speakers Gavin Nathan, VP Client Engagement, Ignite Advisory Group  Extensive experience designing, managing & facilitating customer advisory boards in US, Europe, Asia.  Consulted on programs at HP, Brocade, Akamai, Dell, Silicon Valley Bank, Adobe, Equifax, FICO Luke Hohmann, Founder and CEO, Conteneo and Inventor of Innovation Games®  The author of three books, diverse background has prepared him to design and produce serious games.  Luke’s work has been covered in Businessweek and The Financial Times. Facilitator: Rob Jensen, VP Marketing, Ignite Advisory Group  Over 20 years in marketing, communications and business development leadership positions with enterprise B2B technology companies.  Specialized in initiating, managing and facilitating customer and partner advisory board programs
  3. 3. 3 About Ignite Advisory Group World’s leading consultancy focused exclusively on helping companies manage their customer and partner advisory board programs Founded: 2007 200 engagements to date Consultants: experienced CAB practitioners from leading B2B companies Ignite Leadership Team
  4. 4. 4 Ignite Advisory Group Is the Recognized Authority for Customer Advisory Boards As featured in... See more Ignite In The News at http://www.igniteag.com/News.aspx
  5. 5. 5 About Conteneo Conteneo provides software and services collectively known as the Conteneo Collaboration Cloud, helping organizations build roadmaps, develop strategy, prioritize portfolios and connect with customers. Customers include Adobe, Transamerica, Yahoo! Platforms: Innovation Games, Strategy Engine & Knowsy
  6. 6. 6 Proven Experience: Sample Ignite and Conteneo Clients
  7. 7. 7 Housekeeping Recording made available to all Questions / comments welcomed anytime • Submit via chat feature Q&A at end of webinar Twitter hashtag: #CABWebinar • Add the twitter handle of Ignite @IgniteAG and Conteneo @ConteneoInc
  8. 8. 8 Polling Question #1
  9. 9. 9 10 TIPS FOR CREATING A WORLD-CLASS CAB PROGRAM
  10. 10. 10 Tip #1: Decide on Desired CAB Type Executives VPs Managers
  11. 11. 11 LEVEL 1: The vendor presents 80% of the time. This is a poorly executed advisory board that has been convened without the necessary research into top of mind topics for members, in advance. The vendor is left to do all the talking due to a lack of insight into the board members’ challenges in advance. The vendor struggles to get 12 people to attend a meeting, and the members typically delegate their attendance to more junior colleagues. LEVEL 3: The board views the vendor as a partner. The partner presents 20% of the time while board members are talking 80% of the time. This represents a well-designed advisory board. The company has selected hot topics that are top of mind for members. The focus is on peer exchange and actionable insights. There is a clear sense of accountability and direction. Third party CAB management typically required to achieve LEVEL 2: The vendor presents 50% of the time. The board has yet to develop trust, member engagement is relatively low, board objectives are not clear and the vendor doesn’t create the platform for in-depth discussion between members and between meetings. Three Levels of CAB MaturityTip #2: Make CAB Interactive
  12. 12. 12 Tip #3: Allow Enough Planning Time Phase I: CAB Design JAN FEB MAR APR MAY JUNE JULY AUG SEPT OCT Kickoff Project planning Finalize design and charter Phase II: Member Recruitment JAN FEB MAR APR MAY JUNE JULY AUG SEPT OCT Definition, identification and prioritization Recruiting instructions and materials Recruitment process Phase III: Meeting Preparation JAN FEB MAR APR MAY JUNE JULY AUG SEPT OCT SME interviews (internal and external) Agenda development Member interviews & Innovation Games 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 Meeting summary and action items report Follow up on action items Sub committees / webinars / calls / Innovation Games Next meeting planning / Innovation Games
  13. 13. 13 Tip #4: Align Internal CAB Stakeholders Steering Committee Subject Matter Experts Program Manager Key functional leads - kept in the loop and engaged for counsel, reinforce direction and importance (quarterly)For content development and working on agreed action items (on an as needed basis) Provides high level direction, input and an executive face to the program (quarterly) Responsible for design, development and communication of CAB (weekly meetings) Executive Sponsors
  14. 14. 14 Tip #5: Develop a CAB Scorecard Objectives Measures Results To Date Sales Customer Referrals Gather 1 referral per CAB member at each quarterly meeting 12 referrals, leading to 3 new sales Prospects Database Increase prospects in sales database by 10% by identifying new target markets Sales prospect database grown by 6% Average Customer Spend Increase average spend by 15% among CAB members by better understanding their unmet needs 16% increase in CAB member Account Values Marketing Success Story Press Releases Gain agreement from 10 customers on joint press releases 7 joint press releases finalized Event Plannning Synchronize marketing budget with 5 events being attended by CAB members 4 events Customer Speaking Opportunities Gain agreement from 3 CAB members to speak at Customer Conference 3 speakers Customer Loyalty Customer Retention outside of CAB Increase customer retention rates by 5% overall by implementing practices identified through CAB 100% achievement Customer Retention within CAB Secure annual contract renewals from all CAB members 100% achievement Innovation New Product Development Create one new product concept to meet the CAB's largest unmet need annually 100% achieved Innovation Strategy Align R&D investment with industry trends identified by CAB 50% in alignment Testing & Prototyping Commitment from CAB to help prototype and beta test all New Product Developments 80% achieved Market Intelligence Identify Top Competitors Identify top competitors who are approaching CAB members and understand their strategies Target met Identify our unique market differentiation Gather top 5 reasons why companies buy from us Target met Total Business Value
  15. 15. 15 Polling Question #2
  16. 16. 16 Produce summary of each interview Theme from Strategy Workshop Overall Theme for CAB Gather Key Topics from Internal Stakeholders & Subject Matter Experts Create Interview Discussion Guide / Innovation Game Individual Member Interviews / Innovation Game Produce Summary of each interview / Analyze Innovation Game Results Executive Report with Key Insights & Top Topics Draft Agenda for Content Workshop with SMEs Tip #6: Follow Content Creation Process Onboarding Pack for members
  17. 17. 17 Tip #7: Expertly Facilitate the Meeting  Expert Facilitation (to ensure every member has enough time to form their thoughts, express them and allow the group to build on them. Driving both diverse insights and consensus where needed.)  80:20 Interaction (members speak 80% of time...)  Ensure members wear two hats (customer and advisor)  Key Takeaway Process to enable ‘active listening’ by employees  Seating Plan (Executive Sponsor? Facilitator? Most/Least Vocal Clients?)  Facilitation Guidelines (roles/responsibilities/techniques for Members & Employees)  Understand cultural communication differences  Meeting Room Checklist to ensure a great member experience  Insight capture through note taking, photography, audio recording  Visualization Techniques (flipcharts, wall of ideas, doodling, Innovation Games)  In-room coaching for session leaders and members presenting  Advisory Board Calendar for next 12 months  Member Feedback Process & meeting benchmarking  Recommendations for future meeting experience improvement Stage 1 Divergent Stage 2 Emergent Stage 3 Convergent
  18. 18. 18 Tip #8: Use Games to Gather Insight Get Higher Quality Insights Faster Example Strategy Games: • Understand strategic challenges: Forks in the Road • Level set on a strategy: What’s Working/Not Working • Understand customer perceptions: Define a Strategic Partner & develop a Scorecard • Penetrate a new market with new technology: Team SWOT Analysis • Understand competitive threats: Open To Attack • Develop an ecosystem: Spider Web Example Innovation Games: • Determine R&D Focus: Betting The Farm • Game Changing integrations: Missing Jigsaw Pieces • How to meet market needs: Prune Product Tree • Understand limiting factors: Speed Boat • Determine evolutionary steps: Continuum Problem: “We are not hearing anything new from our advisory board members”
  19. 19. 19 Tip #9: Turn Meeting Insights into Actions Ignite’s ‘Insight to Action’ process turns board member insights into actions and ultimately deliverables (ROI). EXAMPLE Ignite Action Tracker: 12 customers 8 sessions 48 Key Takeaway Forms 10 hours Audio Recording 32 Flipcharts 12 Member Feedback Forms 14 Pages Meeting Notes
  20. 20. 20 October 2013 December 2013 January 2014 March 2014 April 2014 CAB 2014, F2F Meeting “All Hands” Call Subcommittee 1 Call Subcommittee 2 Call “All Hands” Call / Management Update Innovation Games Online Subcommittee 1 Call Subcommittee 2 Call SME/Analyst Call July 2014 June 2014 August 2014 Subcommittee 1 Call Subcommittee 2 Call “All Hands” Call / Management Update Innovation Games Online CAB 2015, F2F Meeting October 2014 Tip #10: Engage CAB Members In-Between Meetings NOTE: Members can nominate their own experts responsible for topics being discussed in Subcommittee Calls – expanding the reach of the program
  21. 21. 21 Bringing it to LifeBonus Tip!: Transform CAB into a Marketing Platform
  22. 22. 22 Polling Question #3
  23. 23. 23 NEXT STEPS
  24. 24. 24 Special Offer for Webinar Participants! FREE 30 Minute Consultation With experienced Ignite CAB Professional Discuss • Your current CAB program or needs • Immediate suggestions for improvement • Next steps to begin maximizing benefits Register: http://info.igniteag.com/schedule- consultation-with-ignite-advisory-group
  25. 25. 25 CAB Manager Training June 16-17, San Jose Successfully design, manage and optimize a world- class customer or partner advisory board Industry’s only CAB Manager training curriculum Guest speaker: David Coates, Iron Mountain Registration: http://igniteag.com/CustomerAdvisoryBoard/Manager Training.aspx
  26. 26. 26 Special Offer for Webinar Participants! 2 Months Free Innovation Games Online with Training Register for an online class: http://www.innovationgames.com/training/upco ming-courses/ and use Code CAB15 Get your license: https://innovationgames.com/user_mgt/sign_up and use Discount Code: CAB15
  27. 27. 27 Q & A
  28. 28. 28 Thank You!

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