Your Best Customers are Drowning: Time to End the Reference Deluge
Your Best Customers are Drowning: Time to End the Reference Deluge
Enterprise tech vendors risk exhausting their top customers with endless reference requests, causing “reference fatigue”. Today’s approach is unsustainable and must change.
Today, enterprise tech vendors rely heavily on a pool of advocates at their top customers. Gartner Peer Insights alone requires 50–100 references per product or service each year, in addition to ongoing demand for sales calls, Customer Advisory Boards, Net Promoter Score surveys, PR requests and case studies.
This deluge of low-ROI requests (think survey write-ups and one-off […]