Structure Customer Advisory Boards by job role rather than industry
Maya Colato · Building a Successful Customer Advisory Board in the Enterprise | Mapistry VP of Customer Experience · Mar 18, 2022 · at 22:16
This episode carries Maya Colato's own address, with nobody on the show putting questions to them. It still counts as said, and it is kept out of every score on their page.
Maya Colato, VP of Customer Experience at Mapistry, discusses operational lessons from organizing and structuring enterprise Customer Advisory Boards.
0:00 / 0:44exact quote · 44.5s
▶ Watch the full episode on YouTube → 720p mp4 · rendered on demand · StarZero watermark
“The first was members value knowledge from diverse industries. So, I did mention before that we had two subcommittees. Originally, we structured them, ah, by industry type, but after the first round of calls, there are customers vocalize, like, yeah, I really value all my peers from the building materials industries, but I see them all the time at conferences. I want to know what waste management is doing. I want to know what transportation is doing. Bring them here. Combine us so that we can, ah, brainstorm together and we can learn from each other. And so that's what we did. We quickly diverted from industry-based subcommittees for it to be just only based on role. So now we have executives and practitioners with mixed industries in both.”
quote is from the automated transcript, cleaned for reading: filler sounds and stutters are removed, nothing is rephrased. names can be misheard (the analysis reads context, assessments check outside sources). how →
More from Maya Colato
Colato: Group customer forums reveal holistic feedback faster than one-on-one meetings
“At the end of the conference, we realized that the level of feedback was invaluable, because yes, of course, we were doing discussions one-on-one with our key customers, but those were really just puzzle pieces of the puzzle. This group dynamic allowed us to s…”
Colato: Mixing legacy and new customers on advisory boards drives peer learning
“There is seriously some value by adding new customers to your cabs, too, because their experiences with your sales cycle, with your onboarding processes are fresh on their mind, and they'll be able to put that perspective into the mix. And one great, ah, value…”
Maya Colato: Limit Quarterly CAB Agendas to Maximum Two Themes
“So what you want to do is narrow it down to one, maybe two themes for each quarter, but make sure you're rotating these themes, so again, you can follow through with your objectives. I highly don't suggest going over two, just because you're diluting the infor…”
Mapistry uses recorded CAB calls to accelerate Account Executive onboarding
“When we hire a new AE, they have access to our recorded cab calls, and that allows them to learn very quickly how our customers are talking about us, how, ah, they make decision making, or how they make decisions to buy the software, and how they want to see u…”
Colato: CAB members carry vendor advocacy across job changes
“CAB is a great way to build customer advocates. Our CSMs saw these kinds of changes in the relationships and conversations that we were having with folks, and if folks jump from company to company, they'll be able to bring those stories with them and bring you…”
Colato: Mapistry leveraged its CAB in a Fortune 500 RFP response
“On the right hand side is a screenshot of an RFP from a recent Fortune 500, ah, deal, and in section 6.8, they asked how, how they can actively voice, participate, and influence the products that they were, ah, that they might buy. In our response, of course w…”