Gartner Webinar Recap - "How to Manage a Successful Customer Reference Program"

Today I had the opportunity to listen to a great Gartner webinar presented by Richard Fouts (Gartner Analyst) and Linda Welch (Global Marketing Director at Unisys). It was a great seminar which covered a lot of important principles for companies building or expanding their Customer Reference Programs. Here are some key takeaways and I'll post a link to the Gartner site where you can hear a replay and maybe even download the slide.

• The sales cycle used to be 12 months now it’s 15 months (increase by 20%)and customer references help shorten the sales cycle. Customer references are more important than ever to help shorten the sales cycle and have huge impact on revenue.


• #1 thing that influences a customer to buy is a customer reference (2.5 more times likely to buy when company can articulate message with a customer reference). References validate the message a company is saying about their product/solution and references reduce risks. (Gartner survey - Richard Fouts)


• There is a lot of research that shows how impactful references can be. For example last year CIO Insight said that consumers buy 25% faster when provided references


• Manage the program just like you manage your sales pipeline. I've been preaching this for years and I'm so pleased to hear someone else share this philosophy. Richard estimates you can close about 50% of references in your pipeline.


• Over 90% of customers will be references without financial compensation. Offer incentives like advance notice of product development roadmaps, tradeshows and publicity, co-marketing campaigns, free attendance at your events, and speaking opportunities.


• Providers are leaving a lot of ROI on the table by limiting references to sales opportunities.

View the recorded webinar

Before You Start - Develop Your Vision

An important part of a customer reference program is your program vision. This is important for many reasons including selling your vision to executives to get your program approved/get headcount/get budget, to help find your executive sponsor, to sell your program to sales employees and other stakeholders in your company, and so much more! A quote I heard many years ago that I love is "Shoot for the moon and you'll land in the stars". If your vision of your reference program is to provide references to sales, then that's what you will get. If your vision is to develop a program that impacts a company's revenue, builds your brand and improves employee morale, then that's what you will get!

Here are some things to consider as you develop your program vision. First of all, develop your program overview and set some objectives. The next step is to evaluate your needs and current program (if applicable). Next develop your future vision or what you want your program to be. This can include metrics, success criteria, program scope, phased rollouts, target goals, etc. This can be a great opportunity for you to create the program you want and to create it how you want it.