Tag Archives: Definition

What is a Customer Advisory Board?

Hint: A CAB is not a sales event. It’s not a product focus group. And it’s not an symposium. 

A CAB is a strategy-level focus group – a sounding board for your leadership team to learn from and better understand your most strategic customers. This representative group of eight to 16 customers meets in person once or twice a  year to offer advice and perspective on your company direction, value proposition, and product suite.

During CAB meetings, these customers interact with your company’s senior staff who have the authority and responsibility to act on the information gathered. They may also interact with you, and with each other, via webinars or through email correspondence throughout the year. Continue reading