Why Co-Creating a Meeting Agenda Matters

So you’ve decided you want to create a customer advisory board or council. Once you have the value, purpose and mission established, and have recruited some of your top clients as members, what next? The meeting agenda!

When we participate in our initial client call to get the ball rolling on agenda development, we often discuss the importance of a co-created agenda — a meeting agenda that includes topics that both the sponsoring company (board meeting host) and members (the host’s clients) have prioritized and are interested in. There are a few reasons why this matters, and why our agenda development process at Farland Group is successful:

  • Crafting a Balanced Agenda. Everyone attending the meeting is spending time out of their office and away from their business, so it’s essential that agenda topics pique the interest of the majority. Farland Group’s process is unique in that we conduct phone calls with the board host, but also with members of the board. This gives us a balanced agenda.
  • Gathering Input from Both Sides. This is a 2-way street. First, we discuss with the board host the top areas where they need advice or would like feedback. Once we have a broad set of topics for a given meeting, we then discuss those topics on 1×1 interviews with board members. This ensures that our board host, and board members, have a chance to share their priorities and interests.
  • Iteration. Once Farland Group has gathered input from several board participants, we evolve the agenda topics based on what we learned from the calls.

Co-creating the agenda, and in an iterative process, leads to a productive meeting because everyone sitting around the table has skin in the game — they’re all interested in and have contributed to the final agenda. Value is obtained on both sides; the meeting host receives candid, thoughtful and transparent advice, and board members have the opportunity to influence strategies that matter most to them and their organizations. It’s why co-creating a meeting agenda matters.

Related Stories

Do You Really Want to Launch a Client Advisory Board?

Posted on 10.3.2022 by in Customer Advisory Boards, Featured

Client Advisory Councils can be incredibly powerful vehicles to gain real insight, embed clients in your strategy and deepen important relationships. But, if it is not the right time, and the foundation is not in place, you can lose ground  

Continue Reading »

Three Ways to Operationalize Client Advisory Council Actions

Posted on 07.11.2022 by in Customer Advisory Boards

You just wrapped up a client advisory council meeting – discussions were dynamic, everyone was engaged, and as a result there are many ideas and potential actions to move forward. It’s exciting and daunting at the same  

Continue Reading »

The Power of In-person Customer Advisory Board Meetings

Posted on 06.22.2022 by in Customer Advisory Boards

Over the last 2+ years, we have all experienced an uptick in technology use — whether for work-related purposes, educational, or grocery shopping via your mobile device — COVID accelerated the use of technology in both business and personal life.  

Continue Reading »

Extending Client Relationships: An Interview with Andrew Greenwood, Chief Marketing and Communications Officer, ZS

Posted on 05.10.2022 by in Client Interviews, Customer Advisory Boards, Featured

Andrew Greenwood is Chief Marketing and Communications Officer for ZS Associates, a management consulting and professional services firm focusing on consulting, software, and technology, providing services for clients in healthcare, private equity, and technology. He has more than 20 years  

Continue Reading »


Customer Advisory Boards

Customer Advisory Boards are powerful engines of engagement, insight, and business transformation. Make the most of yours.

Meeting Facilitation: Virtual and In-Person Boards » Taking Your Customer Advisory Board Meetings Virtual »

Learn More »

Engagement Strategy

Like any good relationship, customer engagement is a long-term, reciprocal effort. When done well, meaningful engagement leads to better business results, faster.

Engage Your Customers to Help You Stop Pitching » Getting to a Customer Engagement Mindset »

Learn More »

Understanding the C-Suite

Building C-level programs that are meaningful and bring value to you as well as to your c-suite customers is challenging. Veiled sales pitches won’t win the day with this audience. Deliver what executives want: ideas, inspiration, innovation, influence.

Building a C-Suite Client Experience Strategy » Do you Know What Your Customers Value? »

Learn More »