CUSTOMER REFERENCE PROGRAM
The Business Case
AGENDA
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Why develop a CRP ?
Recommended Approach
Budget Required
Quantifiable Benefits
Next Steps
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
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:
Product A
Product B
Product C
Healthcare
3
2
3
KEY:
Financial
2
1
4
Numbers represent average # monthly requests
Manufacturing
8
9
6
Consistently able to fulfill requests
Construction
7
4
7
Not always able to find ideal match
Government
4
2
2
Rarely able to fulfill request
Other
2
1
2
<See Coverage Map in Excel>
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
TOTAL COST OF OWNERSHIP
Process Integration
Importing Data
Contracting & Licensing
Training
Content
Training
Delivery
Program
Adoption
Campaign
Executive
Interviews
Gap Analysis
Program
Design
Process Mapping
Requirements
Gathering & Design
Editing Content
Program Management
Customer
Interviews
Qualification
Recruiting
Project Management
Fulfilling
Acknowledging
Participants
Content
Management
Three Year TCO
$376,905
Management Reporting
<see Excel spreadsheet for detail>
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
We need your commitment to…
FOR ADDITIONAL RESEARCH PLEASE VISIT:
www.CustomerAdvisoryBoard.org
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