What’s the Value of Customer Advocacy? 

Lead Generation, Brand Reputation, and Company Valuation

Customer Advocacy is absolutely measurable, whether that be the percent of your lead generation sourced from direct customer referrals or your strengthened market reputation due to the high volume of raving fans that leads to a higher value for your brand. Customer advocacy supports your sales process with highly qualified and engaged leads that come in your door pre-sold, in addition to validating the buying decisions of prospects engaged through your marketing and sales process. With your customers listed on your website and referral boards across the internet, customer advocacy plays an ever-increasing role in your revenue production process.

In business-to-business sales, 60% of the purchasing decision occurs from buyers self-educating using publicly available information sourced outside the sales process

(Source: Harvard Business Review)

Why Invest in Customer Marketing?

Customer Advocacy Developed by Customer Marketing

Effective customer marketing is a sign of marketing and sales alignment, and a core component of revenue operations.  Through customer marketing, you are able to expand relationships with clients — which also improves retention rates and revenue performance.  According to the 2017 State of Customer Marketing Survey, 39% of respondents with Customer Marketing Programs are unhappy with the performance, with 27% are not even measuring revenue generated from these programs.  When marketing and sales are aligned, then sales will trust marketing to get effective messaging to customers and marketing will trust sales to carry out the up-sell or cross-sell opportunity.  Up-sell revenue, cross-sell revenue and renewal rate are the most important Key Performance Indicators to measure related to customer advocacy.


Satisfied Customers will learn about new products or services through Customer Marketing; plus because they have bought from you before, the close rate for selling additional solutions is exponentially higher than the close rate for selling to a first-time customer.


A good relationship with an existing customer opens doors to discover other needs and introduce other product or service offerings that may value.  This is the most effective way to help your salespeople sell new products or services.


The retention or attrition rate is important to measure in any business, with the renewal rate especially important in any recurring revenue business model such as membership, subscription, and SaaS as well as in fundraising for nonprofit organizations.

Less than 50% of respondents have customer marketing programs focused on upsell, cross sell, and renewal revenue opportunities.

(Source: Benchmark Index: 2017 State of Customer Marketing Survey)


Customer Advocacy ROI 

Increase your Profit Margins with Customer Advocacy

We believe in creating customer advocacy through designed Customer Success initiatives.  Customers need to be delighted in all facets of your business, so they go out and essentially make sales calls on your behalf. They do this for your benefit and at little cost to you.  From a B2B perspective, customer success means that you actively participate as a trusted partner in your customer’s business success. By utilizing this concept, we help you develop a powerful commercialization strategy to drive revenue growth while minimizing the cost of sales.


What Our Clients are Saying…

The Financial Operations Model by Atomic Revenue was instrumental in gaining traction and generating revenue for our software service company. Throughout the process, our pricing structure was revised multiple times but more importantly, we grew a much better understanding of every fine detail in regards to what it cost us to provide our service and product. This perspective was crucial to making a variety of decisions about our product and how to best deliver it to the market. Continuing to use this financial model as a way to evaluate our operations has made it much easier to make evidence-based decisions on how to grow our company.

Adam Weber
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Tara and Atomic Revenue were invaluable in our process to streamline multiple data points to provide and present the KPI reporting that really matters to Executive Management.

Nathan Nelson
Marketing Operations Director, Enterprise Bank & Trust
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Atomic Revenue has greatly impacted my work experience at OMiga, by shortening my sales ramp-up period. Their sales tools have helped me communicate real value to the 17 new clients I have on-boarded since joining OMiga only 7 months ago. I appreciate OMiga’s understanding of the importance of putting the right infrastructure in place to allow me to be successful from the start. Atomic Revenue has worked with us to create highly compelling rationale on exactly why customers should buy from us.

Jason Clark
Sales Executive, OMiga
Learn more from our OMiga Case Study...



As good as I thought I was at sales and marketing, and I’ve been doing this for 20 years, I’ve learned through working with Atomic Revenue how little I actually knew about the integration of marketing and sales, and how much money I have wasted over the years. I look back at all the middle-market companies that I have worked for over the years and none of this revenue strategy is even on their radar.

Michael Hollingsworth
CEO & Founder, Centerprism
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One of the most valuable outcomes of our engagement with Atomic Revenue has been the Impact Declarations. Now seeing how powerful they are in collateral it is clear why Value Propositions aren’t enough.

Tom Cooper
Co-Founder & CTO, Boosterville
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