Ca advocacy tracker

Advocacy Tracker

Manages customer advocacy programmes -- references, case studies, reviews, testimonials, and NPS follow-up. Turns satisfied customers into active advocates through structured programme management. Part of the Customer Advocacy & Community pillar.

This is a tracking and coordination skill. It manages the pipeline and logistics. The relationship work -- asking a customer to advocate, coaching them through a case study, maintaining the goodwill that makes advocacy possible -- is entirely human territory. Advocacy is a withdrawal from the relationship bank account. The skill ensures you make smart withdrawals; the CSM ensures the balance is sufficient.

When to Run

• Triggered: When bi-health-score identifies a promoter-level NPS response or sustained health score >85 for 90+ days
• Triggered: When pa-value-reporter generates strong, quantifiable ROI evidence (potential case study material)
• On-demand: When sales or marketing requests a customer reference for a specific use case or segment
• Scheduled: Monthly advocacy pipeline review and advocate health check

Core Execution Logic

Step 1: Identify Advocacy Candidates

Score accounts for advocacy readiness using a composite of signals:

Signal	Weight	Source	Threshold
NPS score 9-10 (Promoter)	25%	Survey tool	Score must be from the last 180 days
Health score sustained >85	25%	bi-health-score	Sustained for 90+ consecutive days -- not a one-time spike
Quantifiable ROI evidence	20%	pa-value-reporter	At least one measurable outcome the customer has confirmed
Champion with high engagement	15%	ra-stakeholder-mapper + ra-engagement-tracker	Champion in Active engagement status
No open risk signals	Filter	bi-risk-detector	Any active risk signal disqualifies the account
No unresolved P1/P2 tickets	Filter	Support platform	Active escalation disqualifies the account

Advocacy readiness score: Weighted sum of signals (0-100). Accounts scoring >70 are candidates.

Critical filter: Never ask a customer to advocate if they have an unresolved issue, declining health, or active risk signal. This is absolute. No override, no exceptions. An advocacy ask on an unhappy customer does not just fail -- it actively damages the relationship and confirms to the customer that you do not understand their situation.

Step 2: Manage Advocacy Types

Each advocacy type has different preparation, execution, and follow-up requirements:

Type	Prep Effort	Customer Commitment	Value to Business	Fatigue Impact
Reference call	Low -- brief the advocate on the prospect	30-45 minutes	High -- directly influences pipeline	Medium -- each call takes time and emotional energy
Case study	High -- interview, review cycles, legal approval	2-4 hours total across 4-8 weeks	Very high -- reusable across all sales motions	High -- significant effort, expect 4-6 weeks of engagement
Review site (G2, Capterra)	Low -- send the link, ask for 5 minutes	5-10 minutes	Medium -- builds credibility at scale	Low -- one-time ask
Testimonial quote	Low -- draft the quote, get approval	10 minutes for review	Medium -- website and sales collateral	Low
Event speaking	High -- prep, rehearsal, travel	Half day to full day	Very high -- thought leadership and social proof	Very high -- ask sparingly
NPS follow-up	Low -- structured response workflow	0 (they already gave the score)	Medium -- converts sentiment into actionable advocacy	None -- this is capitalising on existing goodwill

Step 3: Manage the Advocacy Pipeline

Track each advocacy opportunity through defined stages:

Stage	Definition	Typical Duration
Candidate identified	Account meets readiness criteria	N/A -- enters pipeline here
CSM approved	CSM confirms the relationship supports an ask	1-3 days
Customer approached	CSM has made the ask	1-5 days
Customer agreed	Customer has said yes, logistics begin	1-2 days
In progress	Advocacy activity is underway	Varies by type (1 day for a review, 4-8 weeks for a case study)
Completed	Deliverable is live (review published, case study approved, reference call done)	--
Declined	Customer said no	Log reason. Do not re-ask for 6 months minimum

Step 4: Match Advocates to Requests

When sales or marketing requests a reference or case study:

1. Filter by request criteria: industry, company size, use case, product tier, geography
2. Filter by availability: has this advocate been activated recently? (See fatigue management below)
3. Filter by suitability: is this advocate articulate, senior enough for the prospect's audience, and genuinely enthusiastic?
4. Present matched candidates to the CSM for approval before any outreach
5. CSM decides whether to make the ask based on relationship context

Step 5: Prevent Advocate Fatigue

Advocacy fatigue is the silent killer of advocacy programmes. Track and manage:

Metric	Threshold	Action
Activations in last 6 months	>3 activations	Flag as "at risk of fatigue" -- rotate to other advocates
Last activation date	<30 days ago	Do not activate again until 30 days have passed
Declined after previously agreeing	Any instance	Investigate with CSM. May indicate fatigue already setting in
Sentiment post-advocacy	Neutral or negative shift after an activation	Flag for CSM -- the advocacy experience may not have been positive

Rotation principle: Spread requests across the advocate pool. Relying on 3-4 go-to advocates while ignoring others is the default failure mode of most advocacy programmes. The skill surfaces the full pool and flags over-reliance.

Step 6: NPS Follow-Up Workflow

NPS responses trigger immediate structured follow-up:

Score Band	Follow-Up	Timing
Promoters (9-10)	Thank them. Ask what they value most (this is testimonial material). Assess advocacy readiness. Soft advocacy ask if appropriate	Within 48 hours of response
Passives (7-8)	Thank them. Ask what would make them a 9 or 10. This is product feedback and adoption opportunity, not advocacy territory	Within 72 hours
Detractors (0-6)	Do not ask for advocacy. Route to bi-risk-detector. CSM addresses the underlying issue	Immediate routing. CSM contact within 24 hours

Output Format

{
  "programme_health": {
    "total_advocates_active": 18,
    "pipeline": {
      "candidates": 24,
      "csm_approved": 12,
      "customer_agreed": 5,
      "in_progress": 3,
      "completed_this_quarter": 8,
      "declined_this_quarter": 2
    },
    "fatigue_risk_advocates": 2,
    "overused_advocates": 1
  },
  "active_advocates": [
    {
      "contact": "Tom Chen",
      "account": "Acme Corp",
      "account_arr": 85000,
      "account_health": 88,
      "advocate_since": "2025-06-01",
      "types_completed": ["case_study", "g2_review", "reference_call"],
      "activations_6mo": 2,
      "last_activated": "2026-02-15",
      "fatigue_risk": "low",
      "available_for": ["reference_call", "event_speaking"],
      "notes": "Enthusiastic advocate. Well-spoken. Best for mid-market prospects in SaaS"
    }
  ],
  "pending_requests": [
    {
      "request_id": "REQ-2026-0034",
      "request_from": "Enterprise AE -- Tom Rivera",
      "criteria": "Financial services, enterprise, reporting use case",
      "matched_candidates": 3,
      "status": "awaiting_csm_approval",
      "requested_date": "2026-03-08",
      "needed_by": "2026-03-20"
    }
  ],
  "nps_follow_up_queue": [
    {
      "contact": "Lisa Park",
      "account": "Gamma Corp",
      "nps_score": 9,
      "response_date": "2026-03-09",
      "verbatim": "The automation features have transformed how our team works",
      "follow_up_status": "pending",
      "recommended_action": "Thank them. The verbatim is strong testimonial material. Assess willingness for a case study"
    }
  ]
}

Handoff to Human

Decision Point	Context Provided	What the Human Decides
Candidate approval	Readiness score, health data, value evidence	Whether the relationship supports an ask right now. The data says the account is healthy; the CSM knows if the timing is right
The ask itself	Advocacy type, suggested framing, relationship context	How and when to ask. Advocacy requests must feel personal and genuine. A templated ask is worse than no ask
Request matching	Matched candidates with suitability notes	Which advocate is the best fit for this specific request. Chemistry, seniority match, and communication style matter
Fatigue management	Activation history, fatigue risk flags	Whether to activate a high-use advocate one more time or find an alternative. Some advocates enjoy the spotlight; others do not
Declined response	Decline reason from customer	Whether to ask again later (with a different type or framing) or permanently remove from the programme. Respect the decision
NPS follow-up	Score, verbatim, account context	How to follow up and whether to pursue advocacy. A promoter score with a weak verbatim may not be an advocacy candidate

Confidence and Limitations

• High confidence for pipeline tracking and advocate management -- structured data operations with defined lifecycle stages
• High confidence for fatigue detection -- activation counts and dates are factual
• Medium confidence for advocacy readiness scoring -- health and NPS data are strong signals, but willingness to advocate depends on personal disposition the agent cannot assess. A healthy, satisfied customer may still decline because they do not enjoy public endorsement
• Low confidence for predicting advocacy quality. A willing advocate may not be an effective spokesperson. Some customers are enthusiastic but inarticulate; others are reluctant but compelling when they do speak. The CSM assesses fit
• The critical filter (no advocacy asks on unhealthy accounts) is absolute. This is not a recommendation -- it is a rule. The skill will not surface accounts with active risk signals as candidates regardless of other factors
• Cannot predict the impact of an advocacy activity on the relationship. Some advocates feel valued by the recognition; others feel used. Post-activation sentiment tracking is the feedback loop
• Case study timelines are typically underestimated. The bottleneck is almost always customer-side approval (legal review, executive sign-off, wordsmithing). Budget 2x the expected timeline

Dependencies

Required:

• CRM API (account data, contact data, advocacy activity logging)
• bi-health-score (advocacy readiness filtering -- the critical filter)

Strongly recommended:

• Survey tool (NPS data for follow-up workflow and readiness scoring)
• pa-value-reporter (ROI evidence for case study material)
• ra-stakeholder-mapper (champion identification for advocacy routing)
• ra-engagement-tracker (engagement health as readiness input)

Downstream consumers:

• Marketing team (case studies, testimonials, review site content)
• Sales team (reference call matches)
• CS leadership (programme health metrics)
• cc-report-generator (advocacy programme data for quarterly reporting)

References

• references/advocacy-playbook.md -- Best practices for each advocacy type, asking frameworks, and fatigue prevention strategies