CAB Connection is a quarterly resource newsletter from Ignite Advisory Group for Customer Advisory Board (CAB) Managers, Facilitators and Executive Sponsors.
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In this issue:

In the News: “Should You Join a Customer Advisory Board?”
Upcoming Event: Customer Advisory Board Manager Training
Ask Eyal
Free On-Demand Webinars
CAB Best Practices Blog
CAB Guidance eBooks
Ignite Announcements

Did you know?  Did you know? Customer Advisory Board best practices and facts

Customer Advisory Boards (CABs) generate incremental revenue. Data shows that companies that have active and successful CAB programs enjoy a 9% increase in new business among CAB members starting in year two of CAB programs above non-CAB customersLearn more >>

About Ignite Advisory Group

Ignite Advisory Group is the world’s leading consultancy focused exclusively on helping B2B companies engage with executives at key accounts through high-impact customer and partner advisory board programs. Learn more >> 

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CAB Connection  is a quarterly resource newsletter from Ignite Advisory Group for Customer Advisory Board (CAB) Managers, Facilitators and Executive Sponsors. 

In the News

“Should You Join a Customer Advisory Board?”

FORTUNE - Why Join Customer Advisory BoardsThe preeminent American business magazine, Fortune, recently featured the benefits of hosting and participating on customer advisory boards. The article includes comments from Eyal Danon, President of Ignite Advisory Group, and members of the Dell Software and Ryder advisory boards (Note: both Dell and Ryder are Ignite customers).


"The Best Way to Gather Input to Your Product Roadmap? Think Customer Advisory Boards"

PDMA ArticleThe Product Development and Management Association (PDMA) published a guest blog that summarizes how CABs can provide critical input to a company’s product direction.


Upcoming Event

Customer Advisory Board Manager Training, June 16-17, San Jose, CA

Ignite’s next Customer Advisory Board (CAB) Manager Training event will take place June 16-17 in San Jose at the Silicon Valley Capital Club. The 2-day program enables CAB managers to successfully design, manage and optimize a world-class customer or partner advisory council. 



Ask Eyal

Eyal Danon is the President and Founder of Ignite Advisory Group, and a world-renowned expert on customer and partner advisory boards. 

Question: Eyal, should I invite an outside speaker to my next CAB meeting? 

Answer: There are some pros and cons to consider when inviting a third-party presenter to your CAB program.

Pros: An outside speaker, such as a topical expert, author or industry analyst, can add some prestige to your next meeting, and even serve as a draw to encourage members to attend. Such third parties might provide a good, impartial perspective on a particular subject, and offer a learning opportunity for meeting participants.

Cons: Such experts tend to merely present to the room and not engage the participants nor gather feedback. Although knowledgeable on their subjects, they may be boring if they are not good speakers, or divert the meeting in unintended directions.

Bottom Line: CAB meetings should be lively, interactive exchanges between all participants; not long, one-way PowerPoint presentations. The topics to be addressed and questions to be answered should be verified and prioritized in advance by the meeting participants. All speakers need to serve such objectives, or their participation could be an unnecessary distraction.

Got a CAB management question for Eyal? eMail him at eyal.danon@igniteag.comYour question could be included in the next CAB Connection.

Free On-Demand Webinars

“Why Customer Advisory Boards are a Business Imperative Today”

CABs can significantly help organizations gather insights into its corporate strategies and product direction. Listen to this insightful and educational webinar to learn how such an advisory program can bring tremendous value to your company.

Watch now >>

“HOW to Best Run a Customer Advisory Board: 10 Tips for Creating a World-Class CAB Program”

A well-run customer advisory board is the ideal method for validating corporate strategies, gathering input on product development, and deepening relationships with key customers. Listen to this webinar to gain insight into HOW to run a world-class customer advisory program.

Watch now >>

Recent Ignite Announcements

Ignite Advisory Group Summarizes Top 10 Reasons Customer Advisory Board Programs Fail  Video Series Highlights Information Gathered Through Training Customer Advisory Board Managers, Talking to Practitioners and Consulting with Clients

Ignite Advisory Group Brings Customer Advisory Board Manager Training Event to the Bay Area Iron Mountain to Speak During Comprehensive Program Taking Place at the Silicon Valley Capital Club in San Jose June 16-17

Ignite Advisory Group Conveys Best Practice Benchmarks to Common Customer Advisory Board Manager Questions  Customer or Partner Advisory Councils Most Effective When Meeting In-Person Once Per Year, Having 15-18 Active Members and Establishing 2-Year Membership Tenure