The Art of Securing Executive Buy-in with Andrew Sevillia

Nov 25 / Mary Green
In November 2024, Andrew Sevillia shared his experience and insights with the CMAweekly community in The Art of Securing Executive Buy-in & Ongoing Support. 

Andrew and I had recently connected and he shared how he managed to talk to the executive team during interviews and was about to hit the ground running because they already bought into his vision for an advocacy program. 

Unfortunately, only half of the call was recorded, but we were able to get the summary and other information from the AI summary from Zoom. 

I've included some of the questions Andrew asks in his listening tour on another post about stakeholder and executive interviews (ie: listening tours). 

The following is an outline of the takeaways from his call. 


Executive Buy-in & Support Key Takeaways


Securing Buy-In and Support

  1. Understand executive priorities and align your message accordingly
  2. Conduct a comprehensive listening tour across the organization
  3. Use data-driven proposals to demonstrate potential impact
  4. Start with small, achievable goals to show immediate value
  5. Maintain regular communication with leadership about progress and challenges


Building Effective Advocacy Programs

  1. Leverage customer stories and testimonials to prove product value
  2. Tailor advocacy efforts to address key business objectives:
    • Attracting new prospects
    • Accelerating sales cycles
    • Expanding within existing accounts
    • Retaining existing customers
  3. Involve customers in various aspects of the business, including sales kickoffs
  4. Utilize advocacy platforms to automate manual work and increase efficiency
  5. Explore AI tools for creating case studies and video testimonials


Overcoming Challenges

  1. Focus on change management when introducing new technologies or processes
  2. Demonstrate the value of new tools to overcome resistance
  3. Involve key stakeholders in decision-making processes
  4. Leverage existing resources creatively when facing budget constraints
  5. Start small and scale up advocacy programs as success is demonstrated


Measuring Success

  1. Track and report on key metrics such as:
    • Net Promoter Score (NPS)
    • Customer retention rates
    • Sales cycle length
    • Customer lifetime value
  2. Communicate achievements widely within the organization
  3. Use data to inform actions and justify resource allocation 


Building Relationships

  1. Foster personal connections with customers
  2. Create a coordinated approach to customer communication across teams
  3. Identify and nurture executive champions for your initiatives
  4. Build trust through consistent delivery of value and results


Staying Ahead in the Field

  1. Stay open to new technologies that can enhance advocacy efforts
  2. Continuously educate yourself on industry trends and best practices
  3. Network with other professionals in customer marketing and advocacy
  4. Be prepared to adapt strategies as the business landscape evolves

Top Quotes from Andrew Sevillia's Presentation

  1. "Executive buy-in is crucial for the success of any initiative, especially in customer advocacy."

  2. "The shift from on-premise software to SaaS made customer advocacy essential for proving success. It's not just about testimonials anymore; it's about demonstrating real value."

  3. "Start by getting in front of as many customers as possible and building an online review presence. Move cautiously to avoid ruffling feathers, but be ready to expand when the company is prepared to do so."

  4. "Change management is key. Persevere and demonstrate the value of these new tools. Consider involving customers in sales kickoffs and create a coordinated approach to customer communication."

  5. "Remember, start small, identify an executive champion, and communicate your achievements widely. Success in customer advocacy is an ongoing journey."

  6. "Use data to inform actions and justify resource allocation."

  7. "Tailor your message to align with executive priorities - whether it's attracting new prospects, accelerating sales cycles, or expanding within existing accounts."

  8. "Tools like Influitive and Captive Collective (agency) can automate manual work, freeing up time for more valuable activities."

  9. "We're also exploring AI for case studies and video testimonials."

  10. "Focus on building personal connections and genuine engagement."
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