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

Building a Strong Membership is Key to Customer Advisory Board Success

Posted on 03.25.2021 by in Customer Advisory Boards

Customer Advisory Boards (CABs) are an integral part of an overall customer marketing program, but they are very different engagement vehicles from events and require a special kind of mindset and planning for the long term. Of all the activities  

Continue Reading »

Finding Value in Shorter — but More Frequent — Customer Advisory Board Meetings

Posted on 03.11.2021 by in Engagement Strategy

have an even greater understanding of the value that our clients and their customers who participate in customer advisory boards gain from attending shorter, but more frequent virtual sessions.

Continue Reading »

January, Where Did You Go?

Posted on 02.8.2021 by in Customer Advisory Boards

I once considered January to be a sort of “regroup” month. I had some extra time to dig out from emails that I received during the holidays, look ahead to what was on the horizon for the coming weeks and  

Continue Reading »

Staying Connected in a Virtual World

Posted on 12.15.2020 by in Customer Advisory Boards

My colleague Camille Antonetti recently shared that her word to describe 2020 was ‘adaptability’, which got me thinking about the word that sums up 2020 for me. Connected is my word. Given many of us have been working from  

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 »