What does it take to build a powerful, scalable customer marketing engine from scratch—one that drives advocacy, elevates advisory relationships, and proves measurable business impact? In this joint session, Customer Marketing experts Brian Chang and Crystal Anderson share how they’ve each built customer marketing functions that not only engage champions but also influence product, pipeline, and positioning. This dynamic discussion will cover: ● Frameworks for identifying, activating, and scaling customer advocates ● How to transition advocates into strategic advisors ● Lessons from building a CAB and advocacy program from scratch: recruiting, structuring, and proving ROI ● How to leverage AI tools and platforms (recommendations based on use cases) ● How to take advantage of the Customer Marketing community (hint: CMA Slack) ● Real-life lessons learned—what we learned during our career hiatus, what we’d do again (and what we wouldn’t) Whether you’re just getting started or scaling a mature customer marketing function, you’ll leave with practical, battle-tested tactics to build programs that drive real impact across your organization.