CAB (customer advisory board)

Customer advisory board. A small, standing council of the clients who already trust you, convened on a regular rhythm to shape where the category is going. It does three jobs at once: it locks in the clients you have, it turns them into an active referral engine, and it exerts peer-pull on any prospects seated at the same table — the fastest way to make an enterprise buyer want you is to seat them beside a peer who already works with you. For WPH this is the PH Automotive Digital Council: the three on-record advocates (Jason, Chris, Leonard) plus three or four target prospects.

Source: Ignite Advisory Group’s CAB benchmark data — B2B firms with active advisory boards report ~9% incremental new revenue from members from year two, 95% participant retention, and members far more active in references and testimonials (Ignite Advisory Group) — VENDOR grade (Ignite runs CABs commercially; treat figures as directional). The council mechanics for WPH are course-applied.

First used in: 3.5 · Land, expand & the council