Summit on Customer Engagement to Present Breakthrough on Measuring the Impact of Customer Advocates on Revenue

REDWOOD CITY, Calif. - Jan. 31, 2018 - PRLog -- – Virtually every executive understands how important customer advocacy is to sales and marketing. But customer advocate programs are often underfunded because there's no persuasive way to measure their impact on revenue.

"Until now," says Bill Lee, founder of the Center for Customer Engagement, which runs the 2018 Summit on Customer Engagement (March 5-7 in Redwood Shores, CA). "And Jenn Steele is the perfect person to present it. She's vice president of marketing at Bizible, an innovative marketing measurement firm; she's built a customer advocacy program herself; and she's an MIT grad."

Steele explains the breakthrough this way: "The current approach to measuring impact is the 'influence metric,' which essentially takes credit for all of the revenue following a customer advocate's touch. Not particularly persuasive to the C-suite. The new approach, attribution (or 'multi-touch attribution'), assigns a unique portion of revenue to customer advocacy activities. When the C-suite sees the customer activity attribution alongside sales and marketing activity attribution, it's a LOT more believable, and they become much more likely to budget for believable revenue gains."

"This is just one of the critical challenges and opportunities for customer advocacy and engagement that we're presenting at the Summit," says Lee. "It's going to be a breakthrough year for customer advocacy. A current ITSMA survey of Chief Marketing Officers is showing a major increase in funding for customer advocacy and engagement programs. The ability to measure impact more accurately will accelerate this trend."

The 2018 Summit on Customer Engagement will be held March 5-7 in Redwood Shores, Calif. For more information, visit 2018.summitoncustomerengagement.com.

About Bill Lee
Bill Lee is the foremost authority in the world on customer engagement and advocacy. He is author of The Hidden Wealth of Customers (Harvard Business Review Press), and is sought out and quoted by major media outlets such as The Wall Street Journal, Fast Company, Forbes Online, CRM Magazine, Rain Today and others.

Bill speaks to audiences like the American Marketing Association, the Business Marketing Association, the Net Promoter Annual Conference, the International Advertising Association, Forrester Research and many others.

About the Summit on Engagement
The Summit on Customer Engagement is the longest-running (now in its 14th year), most respected conference in the world for educating and building vibrant peer relationships among customer advocacy and engagement professionals. The Summit attracts top thought leaders and practitioners from powerhouse customer programs at firms like Amazon, Adobe, Citrix, Cognizant, Dropbox, FireEye, IBM, LinkedIn, Microsoft, NetApp, Optum, Oracle, Rackspace, Palo Alto Networks, Tableau, Veritas and many others.