Something we regularly observe at SiriusDecisions is how some of the most essential initiatives in b-to-b organizations are often most overlooked, or at least under appreciated. And no function is better proof of this than customer advocacy, which is consistently rated as a critical asset to support the buyer’s journey or customer lifecycle, and yet is woefully underfunded. In fact, our research shows that 83 percent of organizations view advocacy/reference contributions as critical or important, yet most advocacy programs receive just 10 percent of marketing program dollars.

Customer Advocacy
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