Most CSMs think customer advocacy is something Marketing owns - a last-minute scramble for case studies when Sales needs proof points. But real advocacy isn't transactional. It's built through systematic programs that create mutual value for your customers and your business.

In this episode, Mark Bernardin breaks down the exact framework he's used to build advocacy programs that generated dozens of case studies, hundreds of reference calls, and advisory board relationships that drove millions in pipeline influence. More importantly, he shows you how advocacy development distinguishes senior CSMs from tactical operators.

We start with the critical mistake most CSMs make: approaching advocacy reactively. Waiting until renewal time to ask satisfied customers for references isn't advocacy development - it's desperation marketing. Real advocacy programs identify potential advocates early through behavioral indicators, not satisfaction surveys.

He walks you through the advocacy readiness assessment, a five-criteria framework that goes beyond "do they like us?" You'll learn how to spot customers who demonstrate advocacy potential through their actions: measurable outcomes they can quantify, expanded usage without being pushed, and voluntary positive feedback. These behaviors tell you more than any CSAT score.

Then he covers the three-tier advocacy framework that matches customer capacity and interests to the right level of engagement. Tier One requires 15-30 minutes quarterly for testimonials and reference calls. Tier Two involves 2-4 hours quarterly for case studies, webinars, and speaking opportunities that build participants' thought leadership. Tier Three is monthly engagement through advisory boards and strategic consultation that gives customers direct influence over your product direction.

The key insight: you're not asking customers to help you. You're creating opportunities for them to showcase their achievements and advance their careers.

He shares the four-pillar value delivery framework that makes advocacy sustainable: industry insights that inform their strategy, networking opportunities that expand their professional relationships, strategic consultation that improves their business outcomes, and recognition opportunities that enhance their industry visibility. When you deliver value continuously between requests, advocacy doesn't feel like a favor - it feels like partnership.

You'll also get the systematic approach to scaling advocacy beyond ad-hoc relationships: quarterly roster reviews, advocacy trackers, documented procedures that allow your program to scale beyond just you. Because when you're interviewing for senior roles, hiring managers want to see that you've built programs, not just managed relationships.

He tackles common challenges like handling rejection (timing, approval complexity, competitive sensitivity), preventing customer no-shows (build more value into the opportunity), and measuring program effectiveness through both business metrics and participant outcomes.

Real examples throughout from his work at Palo Alto Networks, Deepwatch, and Swimlane show advocacy done right: the healthcare CISO who got promoted after speaking at a conference, the energy sector director who landed job interviews from an advisory board, the financial services VP who became a proactive advocate because Mark helped advance their career.

This episode is for CSMs who want to move beyond tactical execution into strategic program development. Download the companion framework at ClearPathCX.com for the complete assessment template, tier definitions, email templates, and measurement criteria.