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Build a customer advocacy ladder: who to ask for what, the escalating asks, and the reference-pool management that doesn't burn goodwill.
Build our advocacy pipeline. Raw material: {{happy_customers}} (who's had wins, who's vocal, what proof assets we lack). Design the ladder: the entry ask (review or quote — low effort, asked at the win moment), the mid ask (the case study — who qualifies: measurable result + tellable story; the ask framing that makes it flattering), the top ask (live reference calls, speaking, advisory — the inner circle), the matching discipline (reference calls matched by industry/size/use-case — a bad match wastes two customers' goodwill), the burn-rate management (the reference pool tracker: who, asked when, capped per quarter — your best advocate quits after the fifth call), the reciprocity ledger (what advocates get: early access, the spotlight, the direct line), and this quarter's gap-driven target list: which 3 customers to develop toward which asset.
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