If you want your B2B sales to grow, a solid customer reference program manager can help you achieve that goal. 

They make sure customer testimonials build trust and sway buying decisions. Their job is essential since peer recommendations influence most purchases.

Upland RO Innovation makes it easier for customer reference program managers to deliver value for sales and marketing. It keeps customer reference information accurate and current, helping to serve up testimonials and references when needed.

What Does a Customer Reference Manager Do?

Customer reference program managers help build trust and credibility with potential clients by weaving customer references into the marketing and sales strategy. This makes sales and marketing content more powerful, which helps companies stand out from the competition.

A customer reference manager is essential for making customer testimonials, customer references for sales calls or presentations, and case studies work for marketing and sales teams. They build and oversee customer reference programs that drive revenue and align with their organization’s business goals.

What Are the Main Responsibilities of a Customer Reference Manager?

Running a customer reference program comes with responsibilities that keep things moving forward.

1. Setting Up the Program

Launching a customer reference program starts with setting clear goals that align with company objectives. The reference manager builds a plan that covers resources, user adoption, and management workflows. They make sure the program fits current needs and can grow with time.

2. Finding and Recruiting References

Customer reference managers build a database of customer references, ensuring they have what’s needed and any gaps are filled. In B2B, they look at customer satisfaction and how they use the product by asking questions like: Are they happy? Have they made additional purchases? Has their contact person changed?

Customer reference managers are responsible for keeping customer information up to date with account managers or customer success. This helps to keep the pulse on what’s going on with the customer before reaching out.

Staying connected with key customers also helps keep them on their radar and ensures they have the latest details. Managers need to build relationships with multiple contacts when working with larger organizations.

3. Managing Relationships

Managers are responsible for keeping the lines of communication open with customers. This means offering regular updates about project progress and sharing relevant information to keep them engaged. A key part is showing appreciation through rewards programs, shoutouts in meetings, or simple thank-you notes, for example.

Reference managers make processes smooth and straightforward. This involves clarifying what’s needed from the start, addressing any questions, and handling all the details to make things easier for everyone involved, such as customers, buyers, and internal staff.

4. Coordinating Activities

Managers schedule interviews, case studies, and testimonials to demonstrate the product’s value. They plan these activities with both short and long-term goals in mind.

They carefully schedule interviews and make sure everyone has clear instructions. They also ensure presentations are well-organized and tailored to their audience. This includes preparing agendas, answering questions, and informing customers about what to expect.

Since 60% of B2B tech buyers are millennials who prefer online research and 100% want at least some self-service options, managers must ensure buyers can easily find references on channels like peer review sites, testimonials on a company website and social media, and community groups.

5. Working with Internal Teams

One-third of B2B buyers say collaboration among decision-makers has increased in recent years, and it’s clear why. Collaboration drives growth, and good reference managers understand this.

They start by breaking down silos between departments. Their program relies on input from sales, marketing teams, customer success, and other customer-facing teams. So, they get teams involved by showing them the benefits of the reference program and explaining how it will be managed. This keeps everyone in sync.

It’s also up to the customer reference manager to use feedback from references to boost marketing efforts, create better sales collateral, and provide insights for product development.

6. Using Customer Reference Management Software

With 43% of B2B revenue now coming from e-commerce and video conferencing and in-person sales interactions becoming less frequent, B2B sales are moving online. So, managers need to make the most of digital tools to handle remote interactions and give buyers quick access to what they need.

Using software like Upland RO Innovation helps manage the reference pipeline, organize reference data, and track performance metrics. This means ensuring tools are set up properly and used to their full potential.

What Skills Are Essential for Managing a Customer Reference Program?

Managing a customer reference program requires various other management skills to ensure it works well. Here’s what you need:

1. Communication and Interpersonal Skills

You need to communicate clearly to manage relationships with key customers and stakeholders. This means explaining the program’s value, addressing concerns, and encouraging customer participation. Strong interpersonal skills will help you build trust and keep interactions positive.

2. Project Management Capabilities

Excellent project management skills are crucial for organizing tasks, deadlines, and resources. You’ll plan, execute, and monitor different parts of the program to keep it running smoothly and achieving its goals.

3. Data Analysis and Reporting Expertise

A data-driven approach is key. HubSpot’s State of Marketing Report shows that 68% of B2B marketers have high-quality data. However, just having data isn’t enough. 

The report also highlights that 74% of marketers can turn this data into useful insights. This makes data analysis crucial. It helps you interpret the data, measure your program’s success, spot trends, and make informed improvement decisions.

4. Strategic Thinking and Planning Abilities

Strategic thinking helps you design a program that aligns with your business goals and market needs. Strong planning skills let you set clear objectives and create effective strategies. The key here is to stay agile and responsive to buying behaviors. 

With 27% of B2B marketers stressing the need to plan for things like recessions or political changes, being able to adapt your plans is crucial. It keeps your reference program effective, no matter what comes up.

Customer Reference Program Manager vs. Customer Advocacy Program Manager

When it comes to customer relationships, customer reference program managers and customer advocacy program managers each have their own focus. 

Roles

• Customer Reference Program Manager: Builds and maintains relationships with satisfied customers. Creates materials like case studies and testimonials to support sales efforts. The goal is to work proactively to ensure the right mix of references are available for sales and marketing, building a quality, reliable pool of customer references. 
• Customer Advocacy Program Manager: This person works with customers who love the brand and encourages them to promote the company. The goal is to turn their enthusiasm into broader brand visibility.

How They Complement Each Other

• Reference Program Manager: Provides valuable reference materials for the sales team and manages these resources to ensure they’re ready whenever needed.
• Advocacy Program Manager: This position leverages customer excitement for proactive promotion and encourages advocates to spread their positive experiences far and wide.

The customer reference program manager handles references from customer advocates, while the advocacy program manager boosts brand visibility and activates a community through passionate customers. They work in tandem to drive sales and marketing, and enhance the company’s brand visibility in the market.

The Value of a Customer Reference Program

A well-run customer reference program has a range of benefits for both the company and its customers.

Benefits for the Company

A customer reference program helps build trust and boost conversion rates by sharing real testimonials from satisfied clients. It strengthens relationships with existing customers and offers useful feedback for product improvements. It’s also a cost-effective marketing tool that gives you a leg up on the competition.

Advantages for Participating Customers

Joining a program also comes with some perks for customers. They get more visibility and recognition for their successes, which can boost their profile in the industry. This extra exposure can lead to more opportunities and open doors for future collaborations. 

Being part of the program also strengthens their relationship with your company and strategic customers. By sharing their positive experiences, they influence potential buyers and improve their own reputation. It’s a great way for them to boost their industry credibility.

Customer Reference Program Manager Salary Insights

In the U.S., a customer reference program manager makes an average of $77,967, with typical salaries ranging from $68,636 to $89,450. Several factors impact these figures, including education and certifications, where advanced qualifications can lead to better pay.

Experience and skills, like expertise in CRM systems and sales enablement software, also play a big role. Salaries can also be higher in areas with a higher cost of living.

The customer reference management software market, valued at $1.66 billion in 2023 and projected to reach $3.73 billion by 2030, shows the growing demand for these roles.

The market is growing at a 12.3% annual rate. This growth comes from a focus on customer success, the rise of subscription models, and the need for personalized marketing.

How Does a Customer Reference Program Manager Measure Success?

To measure the success of a customer reference program, it’s important to focus on key metrics that reflect customer engagement and overall impact.

• Participation Rate: Start by counting the number of customers who are actively involved. This will help you gauge engagement and track reference activity.
• Referral Rate: Next, look at how many referrals each customer makes. This shows their enthusiasm for your program.
• Conversion Rate: Remember to track how many referrals turn into new customers. This will give you insight into the program’s growth impact.
• Revenue Influenced: Measure the financial benefits generated by the program. This reveals its overall value.
• Net Promoter Score (NPS): Finally, check how satisfied and loyal your reference customers are.

Read more: 21 Key Customer Reference Program Metrics to Measure ROI

By monitoring these metrics, you’ll gain a clear view of your program’s success and spot areas for improvement. To get the best results:

1. Monitor Metrics: Keep an eye on your metrics to spot issues early.
2. Adjust Strategies: Use the data to tweak and improve your strategies.
3. Share Results: Update your team and executives on how things are going and any changes you’re making.
4. Set Goals: Set clear goals and benchmarks to track your progress.
5. Keep Improving: Use what you learn from your metrics to improve your program.

Challenges in Managing a Customer Reference Program

Customer reference managers run into their fair share of challenges. 

1. Quality of References

One key challenge is making sure you have high-quality references. Remember, having a few strong references is better than many weak ones. Finding the right people can be difficult, but focusing on quality helps you get the most valuable endorsements.

Read more: 21 Best Ways to Get Customer References in 2024

2. Keeping Your References Engaged

Another challenge is keeping references engaged. One key way to avoid this is by regularly showing appreciation and offering rewards to keep their interest. Relying too much on the same references can lead to burnout, so it’s important to have a diverse pool and regularly add new ones.

Read more: 21 Best Ways to Get Customer References in 2024

3. Measuring Your Program’s Impact

Finally, measuring the impact of your reference program can be difficult. You need to show its value and secure ongoing support.

The Future of Customer Reference Programs For Customer Reference Program Managers

Customer reference programs are on the move. AI and machine learning are becoming increasingly important, with 92% of businesses using AI for better personalization. 

Predictive analytics are helping customer reference managers guess what customers might want next, and biometrics make interactions smoother and more secure.

To stay ahead of the curve, reference program managers must lean into these technologies. By focusing on the customer experience and welcoming innovation, they can ensure their programs make an impact.

Manage Your References with Upland RO Innovation

Want to turn customer stories into your biggest asset? A customer reference manager is key to making that happen. They manage testimonials to build trust and influence buying decisions. 

Tools like Upland RO Innovation help them achieve this–by keeping reference data organized and up-to-date. Try it out to strengthen your customer relationships. Book a demo.