Gartner Research

Tech Go-to-Market: Keys to an Effective Customer Advisory Board for Guiding Strategy

Published: 09 February 2018

ID: G00350703

Analyst(s): Michael Maziarka , Eric Trenk


Well-run customer advisory boards enable TSPs to better understand customer priorities, identify unmet needs and encourage greater customer advocacy. Technology business unit leaders should ensure the objectives, participants and agenda are aligned to achieve the desired positive impact.

Table Of Contents
  • Key Challenges



  • Define the CAB Objectives to Benefit Both the TSP and Customer Participants
    • Benefits Shared by the TSP and Customer Participants
    • Benefits for the TSP
    • Benefits for the Customer Participants
  • Invite Members Who Have a Strategic Mindset
    • Customer Participants
    • TSP Participants
  • Organize Meetings to Encourage Discussion and Feedback
    • In-Person Meeting Agenda
    • Web Conferences
    • Sharing Product Plans With the CAB
    • Driving Advocacy Through CAB Interactions
    • In-Person Meeting Logistics
    • CAB Pitfalls to Avoid
  • Conclusion

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