Introduction
Connecting advocates with prospects or customers for references is a highly effective way to drive trust and accelerate the sales cycle. However, without a structured process, managing reference requests can become chaotic, leading to missed opportunities or overburdened advocates. This article provides a step-by-step guide to implementing an efficient system for managing reference requests and aligning the right advocates with the right opportunities.
Step 1: Implement a Reference Request System
Ensure every reference request is managed systematically to avoid miscommunication and delays.
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Automate Reference Assignments: Use the Rules Engine to trigger CTAs when a reference request is submitted, ensuring immediate follow-up.
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Centralize Requests in Timeline: Record all reference interactions and requests in Timeline to maintain a clear history and avoid duplicate efforts.
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Standardize Request Information: Use custom fields in the request form to capture essential details, such as the prospect’s industry, desired use case, and reference type (e.g., email, call, or meeting).
Step 2: Match Advocates to Reference Opportunities
Use advocate profiles to ensure the right match for each request.
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Build Comprehensive Advocate Profiles: Document key details, such as advocacy history, expertise, and availability, in Person Objects.
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Leverage Filters for Alignment: Use filters in Dashboards to identify advocates who meet the prospect’s requirements, such as industry or success with a specific feature.
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Balance Advocate Utilization: Track how often each advocate is engaged for references to avoid overburdening them.
Step 3: Track and Measure Reference Success
Monitor the impact of references to refine the process and demonstrate ROI.
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Track Outcomes in Dashboards: Use Dashboards to measure key metrics such as the number of references completed, average time to close deals involving references, and reference satisfaction scores.
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Gather Feedback Post-Reference: Use surveys to collect feedback from both the advocate and the requester to understand the effectiveness of the engagement.
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Analyze Advocate Contributions: Evaluate which advocates consistently deliver successful references and explore opportunities to deepen their engagement.
What's Next
Streamlining the reference management process enhances efficiency and ensures advocates are utilized effectively. Expand your advocacy program by incorporating reference activities into health scoring, as described in the next article, Measure the Impact of Public Advocacy Activities.
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