Thought Leadership

May 12, 2026

Customer advocacy programs generate enormous value, but many organizations struggle to measure that impact, identify advocacy gaps, and operationalize customer intelligence at scale. In this customer story, Lisa Kaspari shares how ReferenceEdge and Point of Reference transformed the way her team manages customer advocacy, reference requests, and advocate data. Lisa discusses how the platform’s backend usability and automation capabilities helped uncover gaps in their advocacy program while making it easier to build, manage, and scale customer reference profiles. With tools like ReferenceEdgeDM import-export functionality, teams can quickly create and maintain detailed customer advocate profiles in bulk, eliminating manual processes and improving operational efficiency. The conversation also highlights a major shift happening in customer advocacy: moving beyond activity tracking and tying advocacy efforts directly to business outcomes.

May 12, 2026

Lisa Kaspari shares how easy it is to get started with ReferenceEdge and why the partnership with Point of Reference makes the experience even more impactful. From intuitive workflows and simple user experiences to robust documentation and strategic account guidance, Lisa explains how teams can quickly become comfortable using the platform to support customer advocacy, customer references, and sales enablement initiatives. She also discusses the importance of experimentation, hands-on learning in sandbox environments, and empowering internal teams to self-serve more effectively. Lisa also shares how ongoing support from Point of Reference account directors helps transform onboarding into long-term strategic success, making it easier for organizations to move from transactional reference fulfillment to scalable advocacy operations.

May 12, 2026

Customer advocacy is often misunderstood as a “nice-to-have” function, but high-performing organizations know it plays a critical role in sales acceleration, customer trust, and revenue influence. In this conversation, Lisa Kaspari shares why customer advocacy is far more than “fluff” and how advocacy professionals can establish themselves as strategic drivers within the business.Drawing from real-world experience using ReferenceEdge and partnering with Point of Reference, Lisa discusses the importance of visibility, consistency, and internal enablement in building a successful customer advocacy program. From embedding advocacy into sales conversations to proactively guiding teams toward the right processes and tools, she explains how advocacy leaders can create lasting organizational impact.Lisa also shares a relatable milestone for advocacy professionals: when leadership and sales teams begin proactively directing others to tools like RefSearch instead of bypassing the process entirely. That shift signals true organizational adoption and demonstrates the value of building a scalable, trusted customer advocacy program.

May 12, 2026

Transforming customer advocacy through strategic partnership, responsive support, and proactive reference management

April 28, 2026

AI adoption training, AI agents in business, AI workforce integration, training employees on AI, AI change management

AI doesn’t behave like software—it behaves like a new hire. Learn how to train teams to work with AI, not just use it, and unlock real productivity gains.

April 12, 2026

On this episode of The Customer X-Files, Alison Bukowski sits down with Jeni Asaba to explore the evolving role of customer communities in an AI-driven world.

April 12, 2026

AI for marketing teams, AI productivity, customer advocacy technology, AI risk in business

Customer marketing teams are adopting AI to scale advocacy—but without the right design, it creates more work. Learn how to avoid AI brain fry and stay efficient.

April 12, 2026

customer community, customer-led growth

In this CMA podcast episode of The Customer X-Files, Alison Bukowski sits down with Jeni Asaba to explore the evolving role of customer communities in an AI-driven world.