Most companies launch a customer advisory board with good intentions. A few emails go out, a meeting gets booked, and then… not much happens. But when CABs are built with the right structure and support, they can drive some serious value for the business and the customer.
In this episode, Drew Neisser talks with Melanie Marcus (Surescripts), Marca Armstrong (Sensera Systems), and Marina Ilishaev (Boardstream AI) about what separates a one-off event from a CAB that earns ongoing attention, input, and trust. From executive alignment to post-meeting follow-through, this conversation is packed with real examples of CABs done right and lessons from the ones that nearly fell flat.
In this episode:
- How Surescripts turned a CAB into a strategic driver over six years
- How Sensera uses CAB insights to steer product and sales direction
- Why structure, ownership, and trust matter more than slick agendas
Plus:
- How to get buy-in from execs, internal teams, and customers
- Ways to keep CABs active between meetings
- Metrics that help track engagement and impact
Tune in to learn what it takes to build a CAB your customers want to be part of, and your team can actually learn from!