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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

Customer Reference Program

The Business Case


  • Why develop a CRP ?

  • Recommended Approach

  • Budget Required

  • Quantifiable Benefits

  • Next Steps

Why form a customer advisory board cab
Why form a Customer Advisory Board (CAB)? 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

We have some major gaps that need filling
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>

Recommended approach
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)


    • Sales Training & FAQ’s launched end of Q1

    • Go Live with CRP Brochure and Customer Press Release in Q2

Total cost of ownership
Total Cost of Ownership

<see Excel spreadsheet for detail>

Value of benefits
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 = %

Next steps
Next steps

  • We need your commitment to…

For additional research please visit
For Additional research please visit: