Customer Advisory Board Manager Training

February 27-28,  2019 | Miami, FL

Ignite Advisory Group offers the most comprehensive, innovative and the industry’s only Customer Advisory Board Manager Training. Join our group training or contact us for a CAB Manager Training Onsite just for your company…and we’ll come to you. Our training emphasizes practical experience based on working with the world’s leading companies to advance their customer insights, executive voice of the customer, market research and sales and marketing strategy.

CAB Manager Training Brochure & Agenda
Register Today
Onsite Training

Who should attend the Customer Advisory Board Manager Training?

  • CAB Program Manager
  • CAB Executive Sponsor (CXO)
  • Manager/Director/VP/SVP/EVP/GM of:
    • Marketing
    • Product Marketing
    • Customer Experience
    • Customer Insights
    • Customer Engagement
    • Customer Programs
    • Events
    • Executive Briefing Center
    • Relationship Management
    • Customer Insights/Engagement
    • Customer Programs
    • Events

What will you learn from the Customer Advisory Board Manager Training?



How to apply strategic thinking in creating the best framework for Customer Advisory Boards


Proven methodologies and Customer Advisory Board best practices gleaned from hundreds of leading global companies


Case studies and real life examples into your unique Customer Advisory Board requirements and experience


Your understanding of what makes a world class Customer Advisory Boards succeed


Innovative thinking on successful executive customer engagement and internal executive alignment


The skills and confidence to design, run and manage a best-in-class Customer Advisory Board

NETWORKTo exchange ideas and learn from interactive discussions throughout the program with other CAB managers

Customer Advisory Board Manager Training Manual

All participants receive a comprehensive 120+ pages manual with templates, best practices, graphs and charts.

Register Today

Typical Agenda:


  • CAB OVERVIEW Definition, benefits, types, maturity levels, engagement spectrum, internal positioning (product marketing/customer experience/research/ insights), key challenges, overall best practices
  • SETTING THE RIGHT CAB OBJECTIVES AND CREATING RELEVANT ROI METRICS Alignment to business strategy, creating a powerful theme, mutual benefit concept, CAB evolution model, securing executive sponsorship, realizing executive alignment, success metrics and KPIs, CAB impact model – Breakout Groups and Readouts
  • CAB DESIGN, INFRASTRUCTURE AND PROJECT PLAN How to design the charter: what are the key considerations and decision points in terms of members, content, meeting, impact and follow through. Roles and responsibilities for different phases, progress reports, communications infrastructure, branding considerations
  • MANAGING THE RECRUITMENT PHASE Member selection criteria, recruitment process, recruitment documentation and collateral
  • AGENDA CREATION AND PREPARING FOR THE CAB MEETING On-boarding process, agenda creation process, creating a relevant discussion guide, content development, key milestones, internal preparation prior to meeting, the meeting kit
  • MEETING FACILITATION, INSIGHTS REPORT, ACTION TRACKINGFacilitation guidelines, facilitation process, role of the facilitator, moderation techniques, interactive exercise, meeting insights report, tracking key actions
  • MANAGING THE CAB FOR OPTIMAL PERFORMANCE Engagement plan, subcommittee charter and structure, optimal interaction cadence and frequency, member ranking, member rotation, CAB online communities, leveraging CAB value, marketing deliverables, managing multiple CABs

What Participants Are Saying About the Program

“The Ignite CAB Training was just what I needed to start a CAB at my company. The level of detail provided, the tools and the suggestions I received will prove to be invaluable. Thank you to the Ignite team for a job well done.”

Tony Forrest, Director of Product Management, Omnitracs

“I am so glad that I didn’t attempt to start a CAB without attending Ignite CAB Training! I learned about things I had not even considered. I’m very happy to have learned from the experts on how to do this right.”

Christine Moore, Customer Advocacy Program Manager, Wiley

“Ignite is the master chef of CAB management. They provide the cookbook, the best practices, the entire process from soup to nuts, with great attention to detail. I can immediately unlock value from this training.”

Paul Comeau, SVP Support and Customer Success, Kyriba

“Great soup to nuts on running a CAB, and you’ll leave with an excellent cookbook!”

Kathy Hayes, Senior Director, Customer Insights, Equifax

“It was amazing to see how much Ignite can have us learn in a short time. We covered not only strategic issues but also very practical tips. I now feel very comfortable taking a more important role in helping us run and scale our CAB efforts.”

Pascal Marmier, Head Engagement Americas and Asia | Senior Vice President, Swiss Re

“CAB Manager Training with Ignite should be a requirement for anyone looking to start a CAB or currently managing a CAB. The tools, process, and insights are invaluable.”

Monique Eddleton, Enterprise Insights Leader, Equifax

“This training was hugely beneficial. I plan to share what I’ve learned with other CAB managers at my company.”

Marquisha Lucas, Customer Advisory Marketing Manager, Cisco

“Whether you have a seasoned CAB or are just starting out, the CAB training program can add insights and value to your organization.”

Alison Lutjemeier, Sr. Manager, Customer Advisory Board, Adobe Systems, Digital Marketing BU

“This was the most amazing framework on creating, building and managing Client Advisory Boards.”

Tim Hebert, Chief Executive Officer, Atrion Networking

“The training offered by Ignite can up-level a CAB of any maturity. As your CAB(s) grow and mature, you can still gain valuable learnings and ideas that will help you to continue improving and scaling your program.”

Lauren Johnson, Digital Marketing Customer Advisory Board Program Manager, Adobe

“The content, networking opportunities, and sharing of best practices were excellent and will help propel our CAB forward.”

Stephanie Kaleva, Senior Product Manager, Oracle 

“The CAB Manager training has given me the tools and knowledge to create and maintain a successful CAB.”

Michelle Radlowski, Events Manager and CAB Program Manager, Dell

“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 the future to the program.”

Denise Wildish, Vice President, Client Relations, ARI

“This was a comprehensive program of best practices and procedures to develop and host CABs. Excellent course materials, coupled with generous opportunities for peer exchange. An excellent group of attendees was a bonus.”

Peter Nogalo, Marketing Manager, 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

“The CAB Manager Training was insightful and enlightening. It equipped me with the tools that I needed to come back to my company and take my CAB to the next level. It also helped me identify areas of improvement as well as celebrate areas that we have gotten right. I think this training and Ignite Advisory Group was very needed and I would recommend it to anyone aiming to run a world-class CAB.”

Aisha Moffett, Program Manager, Rackspace Hosting

“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

“Ignite’s CAB Manager Training provided extensive knowledge and insight into the CAB program. This training is great for those with basic CAB knowledge as well as those currently executing these programs.”

Jina Watson, Marketing Specialist, Lexis Nexis Risk Solutions

“I highly recommend the CAB Manager Training.”

Jean Metzar, Global Marketing Director, Siemens

“Well worth my time. I would participate in future events.”

Pierre Chabot, Customer Engagement Team, Aetna

“Great training for those new to CAB management. Wish I had taken this course 10+ year ago.”

Christie Mayes, Executive Programs Manager, Hewlett Packard

See More Testimonials

Past attendees represent these companies:

ABB, Adobe, Aetna, Akamai Technologies, Amazon Web Services, AMN Healthcare, Appirio, ARI (Automotive Resources International), Atrion Networking, Bell, Benefitfocus, BitSight, Charles Schwab, Cisco, Code42 Software, Commvault, Dell, DriSteem, 84.51 LLC, Ellie Mae, eLoyalty, EMC, Emerson Network Power, Equifax, Fiserv, GE Software, Hewlett Packard, Hexagon Metrology, HID, Hitachi Data Systems,, INDEVCO Group, Intel, Information Builders, InterContinental Hotels Group (IHG), Iron Mountain, Jive Software, Kyriba, LexisNexis Risk Solutions, Limeade, Milliman, MobileIron, Omnitracs, Oracle, OSIsoft, Pearson English, PHT Corporation, PNC Bank, Poppulo, Qlik, Rackspace Hosting, Renaissance Learning, Riverbed Technology, Safe Banking Systems, Salesforce, Siemens, Smartsheet, Spectralink, Symantec, Sysmex America, SunGard Availability Services, Surescripts, Swiss Re, Texas Capital Bank, Thermo Fisher Scientific, Thomson Reuters, TransUnion, U.S. Bank, Varonis Systems, Verizon, VMware, Wiley, Xerox

Register Today
Onsite Training