Consultants you can trust with your top customers, we are devoted to helping B2B leaders connect in meaningful ways and get tangible results out of better business relationships.

What is a customer advisory board — really?

Companies apply “customer advisory board”, “client advisory council”, and similar terms to almost any forum involving customer input and interaction. Such a broad definition—“a forum for customer feedback”—causes confusion. In our definition, we reserve the term “customer advisory board” to refer to a strategy-level listening tool and sounding board that offers equal value to both you and participating customers.

How should senior executives and the sales team be involved in an advisory board?

Senior executives from your organization can—and must—play a role at every stage. In contrast, your sales executives’ ideal role is to identify potential advisors and apply the lessons learned. How you involve both sets of these executives can send important signals about your organization’s sincerity and commitment to a successful advisory board.

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