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This week I had the chance to chat with SAS Institute's' Director or Marketing, Craig Frampton, who along with several members of his reference team will moderate a panel at this year's Customer Reference Forum on how they are redefining - and expanding - the role of their program in... read more →

We all know that cutting costs and streamlining reference programs are important in our current environment. But they aren't ALL you should focus. In all likelihood, your senior management is looking beyond cost cutting and streamlining.  Technology CEOs in particular are hot on the trail of exciting new opportunities in... read more →

I thought I'd summarize in one place the resources we'll provide at this year's Customer Reference Forum to help your program thrive in the recession. Indeed, many reference pros are finding ways to provide important new, strategic value in this economy. RESOURCES FOR MANAGING (AND THRIVING) THROUGH THE MELTDOWN at the 2009 CUSTOMER REFERENCE... read more →

When Becky Roberts took over Genesys' global reference program, she found a collection of programs covering a wide and daunting variety of product lines with information scattered all over. Genesys had over 4,000 customers but no reference database or even an accurate record of which customers were references. Further complicating... read more →

The recently appointed manager of the customer reference program for a major global technology firm gives a thoughtful response to my recent comments. Please see below – I love informed debate! She responds to my argument that reference managers shouldn’t accept travel restrictions, budget cuts and possible layoffs passively, because... read more →

I'm hearing a lot from reference managers about travel restrictions, program budget cuts, even possible layoffs. That's to be expected. What's unfortunate is that some folks are accepting these passively. Perhaps you regard your reference program as just another marketing program. Perhaps you're concerned that if you defend your program... read more →

Following is the most powerful justification I’ve seen for protecting a reference program’s budget and headcount during a downturn. Infor’s Abby Atkinson – who’ll be presenting at the 2009 Customer Reference Forum - used it to reverse a request that she cut discretionary spending by 10%, and instead received a... read more →

A few years ago, Sun Microsystems' Reference Program consisted of several disparate efforts run by their various Business Units. Each was structured and resourced differently, resulting in negative customer experience, internal confusion and financial inefficiencies.  Christine spoke with me recently about how she made the business case to Sun's CMO to... read more →

Merv will be co-keynoting at the upcoming 2009 Customer Reference Forum  on February 18, along with Laura Ramos, Vice President, Principal Analyst at Forrester. He tells us what he learned from attending our last Forum earlier this year, why he thinks Reference Programs are growing in importance, and why Forrester is... read more →

"We have a travel freeze in place and may not be able to attend the 2009 Customer Reference Forum. "Our reference program budget may be cut."   "We're in danger of losing headcount."     Do any of these apply to you? In fact, your reference program and your continuing acquisition of... read more →