The Customer Advocacy Framework
How advocacy drives awareness, pipeline, and lifetime value
The Customer Advocacy Framework outlines how authentic customer storytelling can drive measurable impact across the entire customer journey — from awareness to renewal.
Advocacy isn’t just about collecting testimonials — it’s about aligning evidence, influence, and engagement to fuel business performance.
Evidence
“Who are you?”
Outcome: Awareness
Build early credibility with customer validation.
Show who you are through peer reviews, rankings, and customer stories that boost visibility and trust.
Example Metrics:
Peer reviews, scores, and rankings
AEO/SEO performance
1-minute customer stories or videos
Influence
“Why you instead of your competitor?”
Outcome: Pipeline Influence
Activate advocates during the buying cycle through reference calls, events, and analyst engagements that move deals forward faster.
Example Metrics:
Reference and analyst calls
Event participation
Pipeline value and win rate
Time to close
Engagement
“Will you help me optimize my investment?”
Outcome: Value of Advocates
Sustain long-term loyalty and measurable lifetime value.
Engage customers as partners through councils, renewals, and success programs that deepen commitment and advocacy.
Example Metrics:
CAB/CAC participation
ARR & NRR growth
Renewal and NPS rates