Reference Program
Your happiest customers, ready to vouch.
Workflow
Step 1Candidate ID
ObjectiveFind willing references.
InputCustomer base
OutputCandidates
Key activities
Identify happy customers for references
Decision points
Who would say yes?
Tools: CRMRoles: Marketing · CS
Success: Candidates found
Quality gate: Go: strong. Loop back: thin.
Why it matters
- The right reference at the right moment wins deals. A program makes references reliable instead of accidental.
Best practices
- Recruit from your highest-NPS customers.
- Brief references on what to say and ask.
- Match the reference to the prospect's industry and problem.
- Keep the relationship warm.
Common mistakes
- Burning the same two references on every deal.
- No briefing — references who wander off-message.
- Asking for favours with no reciprocity.
Key questions
- Who would persuade this specific prospect?
- Is the reference prepped and willing?
Agents that drive this
ListenerWriter
Tools we use · alternates in [ ]
HubSpot[ Salesforce, Pipedrive, Attio ]Notion[ Confluence, Obsidian ]