In most organisations, customer advocacy runs as a series of favours: a quote for a press release, a reference call to close a deal, or a case study when someone remembers to ask. The same few loyal customers get asked repeatedly, and nobody can quantify what any of it contributed to pipeline. Charlotte Weiss has spent a decade turning that ad hoc activity into structured programs. She built the customer marketing function from scratch at a US tech company ahead of its NYSE IPO, led customer marketing and advocacy for SAP Concur’s ANZ Enterprise business before joining its global advocacy team, and now runs Centric Marketing, a customer marketing and advocacy consultancy. In this session she shares the practical framework behind that work: How to find advocates beyond the usual suspects How to prioritise and reward them How to measure the revenue advocacy influences Why companies shouldn’t wait until they have thousands of customers to start