WEBINAR Inside the Splunk Technical CAB Program: Turning Advisory Board Feedback into Product Innovation

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How do you turn your Customer Advisory Board into a driver of product innovation?

At Splunk, Technical practitioner-level CABs aren’t just a series of meetings — they’re a vital part of how the product team operates. With a product management mindset, Splunk’s Technical CAB program helps shape around 30% of new customer-facing products and features each year.

In this session, Barbara Janczer, Sr. Product Advisory Manager, will share how her team evolved Splunk’s Technical CAB into a strategic driver of product innovation and growth.

You’ll learn how Splunk:
→ Built a structured feedback cycle that turns Technical CAB insights into product enhancements.
→ Engages diverse customer roles in their CAB to inform broad and impactful product changes.
→ Tracks feedback through internal systems and ties it directly to roadmap decisions.
→ Plans to expand the CAB program with executive and industry specific CABs to deepen engagement and align with customer priorities.
→ Collaborates across Product, Marketing, Sales, and Customer Success to drive cross-functional alignment and accountability.

A CAB doesn’t end when the meeting ends — the follow-up is where ongoing momentum builds. You’ll leave this session with practical strategies to turn customer feedback at CABs into strategic product direction.

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