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Customer Reference Program

Customer Reference Program. The Business Case. Agenda. Why develop a CRP ? Recommended Approach Budget Required Quantifiable Benefits Next Steps. Why form a Customer Advisory Board (CAB)?.

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Customer Reference Program

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  1. Customer Reference Program The Business Case

  2. Agenda • Why develop a CRP ? • Recommended Approach • Budget Required • Quantifiable Benefits • Next Steps

  3. Why form a Customer Advisory Board (CAB)? CustomerReferenceProgram.org research found the following benefits accrue to organizations that adopt a formal CRP: • Increase sales executive efficiency by removing duplication in sales reps sourcing references individually • Less risk of overusing or underutilizing customer references • Increased ability to fulfill customer reference requests for all industries/products/geographies • Shortened sales cycles through by reducing time from request to fulfillment

  4. We have some major GAPS that need filling… • GAP analysis shows sales could be severely impacted by lack of reference coverage in some key areas: <See Coverage Map in Excel>

  5. Recommended Approach • The CRP’s customers are Sales, Marketing, PR and Analyst Relations • Jeff Smith – CMO is Executive Sponsor • KEY SUCCESS METRIC: Shortened sales cycles through quicker reference fulfillment • Dave Jenkins, Head of Key Accounts to nominate potential customers for initial Reference Pool • Legal & Finance to review the “Customer Reference Incentive Program Agreement” • Deliverables: Case Study, ROI Study, Success Story, Success Slides, Audio Recording, Speaking Abstracts, Videos/Podcasts, PR Blurbs, Press Releases, Advertising, Quotes gathered from social media (Twitter/Facebook) • KEY DATES: • Sales Training & FAQ’s launched end of Q1 • Go Live with CRP Brochure and Customer Press Release in Q2

  6. Total Cost of Ownership <see Excel spreadsheet for detail>

  7. Value of Benefits Key Benefits: Removing Sales Inefficiency $562,500 Avoiding Revenue-Impacting References Shortages $1,450,000 TOTAL Annual Benefits = $2,012,500 Return on Investment = %

  8. Next steps • We need your commitment to…

  9. For Additional research please visit: www.CustomerAdvisoryBoard.org

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