Gartner on Customer Reference Management


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If you’re contemplating a customer reference initiative, you might want to check out Gartner’s recent press release on how to create a program. They’ve broken it all down in just three steps: 1) Set your goals, 2) Develop a recruiting strategy to encourage customers to act as references, 3) Manage the day-to-day tactics of the customer reference program. We like how this model keeps it simple while highlighting what’s most important, and appreciate the notion that this isn’t something that can happen ad hoc:

“Customer references should be managed with the same discipline as any marketing program by putting someone in charge. This doesn’t have to be a full-time role, nor does it have to happen from Day 1, but in order to maximize return on investment in the program, this commitment must be made.”

Gartner’s perspective on customer reference management is particularly interesting. They are in the position to validate their recommendation with successful marketers and also comment based on their own experience. Their analysts regularly rely on and evaluate vendors based on the references they receive.

Those interested in more of Gartner’s perspective on Customer References may want to download their recent report “Marketing Essentials: How to Manage a Customer Reference Program.”

Republished with author's permission from original post.

Joshua Horwitz
Boulder Logic
Joshua Horwitz is president and a founder at Boulder Logic, a company specializing in customer reference management. Companies with complex products and selling cycles rely on Boulder Logic for an easy-to-deploy, highly customizable enterprise solution to accelerate sales and marketing using their existing customers. Blog:


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