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I just spent an hour talking to one of the big consulting firms (deloitte, mckinsey type) about the dos and donts of customer marketing so they could provide guidance to their client...if someone has that kind of money to spend on consulting, save that money and get the guidance from real pros HERE. End of rant
Please tell me you didn’t give them an hour of your advice for free!
maybe 45 min
Not surprising since I have seen a whole customer reference, referral, & advocacy team wiped out at the advice of one of the big consulting firms.
One question that came up was - what are pitfalls to avoid - I said, stop thinking about outcomes as activities. That's a red flag that leaders dont care about. No one cares about how many references you fulfilled in Q2.
It would have been interesting to turn the tables and ask them all sorts of questions. How does a consulting firm internally address customer marketing, what questions are their customers asking, how are they answering, do they have any consultants on staff who handle customer marketing requests?
@Irwin Hipsman short answer based on their line of questions is not really. They didn’t know the basics and thought it was all reference management
@Kevin Lau A lot of companies are still learning (or need to learn) that customer marketing is more than just reference management. Hopefully, this will evolve sooner than later.
@Kevin Lau It will be a big day when an Accenture or McKinsey add a customer marketing practice to work with their B2B customers.
Agreed