Marketing and Customer Success co-owns customer advocacy

A customer advocacy program is a marketing strategy. The Customer Success (CS) department should co-own advocacy with marketing for the following reasons:

• They can get more dollars from a customer through renewals, upsells, etc.
• To increase LTC.
• To reduce the dollar acquisition cost.

The marketing team can get more leads from video testimonials, case studies, reviews, referrals, etc. People tend to check out the social proofs, not your website. So the higher the number of advocates, the higher the number of leads for acquisition.