The industry’s first CAB (Customer Advisory Board) Manager Certification Program took place November 2013 in San Diego, CA. During two jam-packed days, participants learned actionable knowledge and skills to run a successful Customer Advisory Board from Ignite Advisory Group, each other and guest speakers.
Jackie Meyer, Marketing and Sales Strategist and former marketing executive at Qualcomm, spoke to the group about how to sell-in and get buy-in from executives at your organization. Gathering situational intelligence and planning is a key first step before developing, refining and delivering your pitch to your executive team.
David Coates, Marketing Manager, Customers Programs, Iron Mountain shared about various topics: resources and budget for their Customer Advisory Board, creating a branded experience for their CAB, and online communities. Connecting the Customer Advisory Board to an organization’s overall brand and mission enables you to build and grow your CAB not as an isolated marketing program, but as a program that provides value to the business and CAB members.
Michelle Radlowski, Dell’s Event Manager and CAB Program Manager, referred to a Customer Advisory Board as “the event that never ends” in her discussion on planning and overall logistics required for creating the “perfect” CAB meeting, including follow up after the meeting.
Complete blueprint for running a Customer Advisory Board
The interactive CAB Manager Certification program covered a complete blueprint for designing, implementing and managing a successful Customer Advisory Board. Topics included:
- Overview of CABs, key challenges, overall best practices
- Creating relevant ROI metrics and setting the right CAB objectives and overall theme
- CAB design, planning and branding
- Effective recruitment strategies
- Agenda creation process and content development
- Preparing for the CAB meeting
- Facilitation guidelines and techniques
- CAB management and creating an ongoing member interaction platform
- Optimizing the value of your CAB for the business and CAB members
What participants said about the program:
“The content, networking opportunities, and sharing of best practices were excellent and will help propel our CAB forward.”
Sephanie Kaleva, Senior Product Manager, Oracle
“Well worth my time. I would participate in future events.”
Pierre Chabot, Customer Engagement Team, Aetna
“I’m new to CAB management and thought the Ignite team did a great job of framing the content and packing a lot of relevant and engaging material into 2 days. I loved this course. Great use of time for anyone who manages advisory councils. Time flew by!”
Stacie Rodriguez, Partner Enablement Manager, EMC
“The program far exceeded my expectations. It applied to inexperienced people as well as experienced CAB managers. Excellent program — I highly recommend it. We will be sending others in future to the program.”
Denise Wildish, Vice President, Client Relations, ARI
“This program was perfect for putting structure around what a well-run CAB should look like. I look forward to implementing many of these pieces.”
Kristine Schnaufer, CAB Program Manager, PNC Bank
CAB Manager Certification participants were engaged, highly interactive and exchanged valuable Customer Advisory Board ideas. Thank you to all participants for a successful inaugural CAB Manager Certification program.