Tag Archives: relationships

What came first, the CAB or the executive relationship?

In recent months I’ve been surprised to hear of companies choosing to forego a Customer Advisory Board (CAB) program because they don’t have a relationship with the key executives they want to invite. Obviously, CABs work exceptionally well when those key executive-to-executive relationships are already in place. Yet when those relationships do not yet exist, especially because those relationships do not yet exist, the CAB is one of the very best programs to initiate. CABs are about relationships. When all else fades to becoming a commodity, the relationship with your customers will be the only remaining differentiator. But, how do you invite senior decision makers you do not yet know? Continue reading