A Reference Program Behind The Story

Casey Hibbard of Compelling Cases posted notes on her blog from our interview yesterday. Casey’s questions provided an opportunity for me to talk about the importance of a formal reference program as the source of customer stories and as a way to increase the effectiveness of other sales and marketing activities involving customers.  As organizations become more tuned into leveraging customer stories, the chance of multiple people from your company asking the same customer to participate in different activities increases.  I tried to highlight the importance of a formal customer reference program in minimizing this risk. Check it out.