#open-share
Thread
Okay y'all who owns third party reviews at your company? We are attempting to determine who should own this and it is currently the demand gen team but they no longer want to own it, understandably. I know what I have done previously but would like to hear other options!
I think a lot of people do. @Alexie Glover @Kristine Kukich @Laurie Timms @Ciana Abdollahian
In my previous roles (customer marketing manager), I owned the reviews.
Speaking for what I know from a few different companies:
• Reviews are owned by Analyst Relations, which lives inside of Product Marketing and collaborates with CMA to identify top advocates
• Where no AR role exists, or when the AR role has been vacant, the responsibility has rolled down to Product Marketing who then collaborate with CMA
• Other companies with no AR role have CMA own the reviews entirely
Customer Marketing (specifically an advocacy role)
I do all of it for Splunk and I'm in Customer Advocacy. The only reviews AR is interested in are the ones from Gartner Peer Insights, and I work closely with them to ensure we have the right quantity to meet report criteria. TrustRadius used to be owned by PMM, but they handed off to me. I just added PeerSpot, which I'm loving. Really great team.
Oh, I forgot to say, Splunk has seen real value in having all of it under one person. And having it in CA is great because we get leads and reference volunteers from TR and PS. We also get content from PS.
I have owned fully at two companies and split ownership 50/50 with demand gen at one, which I found worked best. I owned review and reference gen and they owned the intent data and content needs
I've owned before as Customer Marketing Manager.
At my current company, we're splitting it like this:
• Sponsored categories, ads, usage of reviews = demand gen
• Product positioning, overview, videos, etc. = product marketing
• Actually soliciting the reviews, responding to them, and sharing feedback internally = customer marketing
The reason I advocate for customer marketing (if the function exists) being the team to send the reviews is they have the closest relationship with customers & CS. They're also the most likely to actually close the loop. 🙂
I'm owning it - so it's currently under customer marketing.
We should have a mini group of us who either own it now or have previously. I'd love to collaborate. @Mary Green (Owner CMAweekly) can we do that?
Sure! A slack channel?
Yes, that would work, I think. 🙂
@Laura O'Neill 👀