7
Stage 7 of 8
Advocate
"I Am Sharing"
What's Happening
They're not just happy customers — they're actively promoting you. They refer colleagues, serve as references, and share their success story. They've become part of your growth engine.
- • Making referrals to their network
- • Agreeing to be a reference for prospects
- • Sharing their story publicly (case studies, testimonials)
- • Expanding their own usage
What You Should Do
- ✓ Make referrals easy and rewarding
- ✓ Capture and share their story
- ✓ Recognize their contributions
- ✓ Involve them in product development
- ✗ Don't exploit their goodwill
- ✗ Don't take their advocacy for granted
Signals That Indicate This Stage
Referrals made
Introducing you to others
Reference calls
Speaking with prospects
Public praise
Reviews, testimonials
Internal expansion
More teams/users
Transition to Champion
When they become community leaders — speaking at events, contributing content, influencing your strategy, mentoring others — they become Champions. They're invested in your mutual success.
Quick Facts
- Typical Duration
- Ongoing
- Engagement Style
- Collaborative, reciprocal
- Your Role
- Partner, enabler
- Success Metric
- Referrals, NPS
Examples
- SaaS: G2 reviews, customer stories, referral program
- Services: Case study participation, reference calls
- Mfg: Site visits, industry testimonials
Ready to move beyond Advocate?
Track your journey from Advocate to Champion. Your Value Path makes progress visible.