{"id":12022,"date":"2024-11-19T10:24:21","date_gmt":"2024-11-19T15:24:21","guid":{"rendered":"https:\/\/www.sage.com\/en-ca\/blog\/?p=12022"},"modified":"2026-01-15T11:20:47","modified_gmt":"2026-01-15T16:20:47","slug":"unlocking-power-customer-advocacy-for-consistent-growth","status":"publish","type":"post","link":"https:\/\/www.sage.com\/en-ca\/blog\/unlocking-power-customer-advocacy-for-consistent-growth\/","title":{"rendered":"Unlocking the power of customer advocacy for consistent growth\u00a0"},"content":{"rendered":"<header class=\"entry-header has-dark-background-color entry-header--has-illustration entry-header--has-illustration--generic\">\n\t<div class=\"container\">\n\t\t<div class=\"entry-header__row row align-center\">\n\t\t\t<div class=\"col col-lg-7 col-xlg-6 entry-header__content\">\n\t\t\t\t\t\t\t<div class=\"component component-single-header\">\n\t\t\t\t\t\t\t\t\t\t<div class=\"entry-header__misc text--subtitle text--uppercase text--small\">\n\t\t\t\t\t\t\t<a href=\"https:\/\/www.sage.com\/en-ca\/blog\/category\/growth-customers\/\" class=\"entry-header__link\">Growth &amp; Customers<\/a>\t\t\t\t\t\t<\/div>\n\t\t\t\t\n\t\t\t\t<div class=\"entry-title-wrapper\">\n\t\t\t\t\t<h1 class=\"entry-title\">\n\t\t\t\t\t\tUnlocking the power of customer advocacy for consistent growth\u00a0\t\t\t\t\t<\/h1>\n\t\t\t\t<\/div>\n\n\t\t\t\t\t\t\t\t\t<p class=\"entry-header__description\">\n\t\t\t\t\t\t\t\t\t\t\t<\/p>\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t\n\t\t\t<\/div>\n\n\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t<\/div>\n\t\t<div class=\"single-post-details container\">\n\t\t<div class=\"col\">\n\t\t\t<span class=\"posted-on \"><time class=\"entry-date published\" datetime=\"2024-11-19T10:24:21-05:00\">November 19, 2024<\/time><\/span><span class=\"reading-time\"> min read<\/span>\n\t\t<button\n\t\t\ttype=\"button\"\n\t\t\tclass=\"social-share-button button button--icon button--secondary js-social-share-button\"\n\t\t\tdata-share-title=\"Unlocking the power of customer advocacy for consistent growth\u00a0\"\n\t\t\tdata-share-url=\"https:\/\/www.sage.com\/en-ca\/blog\/unlocking-power-customer-advocacy-for-consistent-growth\/\"\n\t\t\tdata-share-text=\"Please read this interesting article\"\n\t\t>\n\t\t\t<span class=\"social-share-button__share-label\">Share<\/span>\n\t\t\t<span class=\"social-share-button__copy-label\" hidden>Copy Link<\/span>\n\t\t\t<span class=\"social-share-button__copy-tooltip\" aria-hidden=\"true\" hidden>Copied<\/span>\n\t\t<\/button>\n\n\t\t\t\t<\/div>\n\t<\/div>\n\t<\/header>\n\n\n\n<div class=\"wp-block-post-author has-dark-background-color alignfull\">\n\t<div class=\"container\">\n\t\t<div class=\"col\">\n\t\t\t\t\t\t\t<div class=\"co-authors\">\n\t\t\t\t\t\n\t\t<div class=\"entry-author-wrapper\">\n\t\t\t<a class=\"entry-author\" href=\"https:\/\/www.sage.com\/en-ca\/blog\/author\/yassirmalik\/\">\n\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"40\" height=\"40\" src=\"https:\/\/www.sage.com\/en-ca\/blog\/wp-content\/uploads\/sites\/12\/2024\/03\/Yassir-Malik.jpg\" class=\"entry-author__image\" alt=\"yassir-malik-profile-picture\" \/>\t\t\t\t<span class=\"entry-author__name\">Yassir Malik<\/span>\n\t\t\t<\/a>\n\n\t\t\t\t\t<\/div>\n\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t<\/div>\n<\/div>\n\n\n\n\n\n<p>This blog will cover a topic that has shaped brands and driven growth for centuries: <em>advocacy<\/em>.&nbsp;<\/p>\n\n\n\n<p>In its most traditional form, advocacy is simply word of mouth. <\/p>\n\n\n\n<p>But in today\u2019s complex marketplace, there is so much more that it can offer a brand\u2014especially when it\u2019s tracked, measured, and delivered effectively.&nbsp;<\/p>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h-here-s-what-we-ll-cover\">Here\u2019s what we\u2019ll cover<\/h4>\n\n\n<?xml encoding=\"utf-8\" ?><div class=\"wp-block-yoast-seo-table-of-contents yoast-table-of-contents\"><ul><li><a href=\"#h-why-advocacy-matters-sara-s-story-nbsp\" data-level=\"2\">Why advocacy matters: Sara&rsquo;s story&nbsp;<\/a><\/li><li><a href=\"#h-the-true-value-of-advocacy-beyond-dollars-nbsp\" data-level=\"2\">The true value of advocacy: Beyond dollars&nbsp;<\/a><\/li><li><a href=\"#h-the-impact-of-advocates-nbsp\" data-level=\"2\">The impact of advocates&nbsp;<\/a><\/li><li><a href=\"#h-understanding-and-engaging-your-advocates-nbsp\" data-level=\"2\">Understanding and engaging your advocates&nbsp;<\/a><\/li><li><a href=\"#h-the-dimensions-of-value-economic-symbolic-functional-and-experiential-nbsp\" data-level=\"2\">The dimensions of value: Economic, symbolic, functional, and experiential&nbsp;<\/a><\/li><li><a href=\"#h-the-virtuous-cycle-of-success-nbsp\" data-level=\"2\">The virtuous cycle of success&nbsp;<\/a><\/li><li><a href=\"#h-key-takeaways-for-building-an-advocacy-strategy-nbsp\" data-level=\"2\">Key takeaways for building an advocacy strategy&nbsp;<\/a><\/li><li><a href=\"#h-final-thoughts-nbsp\" data-level=\"2\">Final thoughts&nbsp;<\/a><\/li><\/ul><\/div>\n\n\n\n<div class=\"single-cta gated-content\">\n\t<div class=\"single-cta__positioner\">\n\t\t<div class=\"single-cta__wrapper has-dark-background-color\">\n\t\t\t<div class=\"single-cta__content\">\n\t\t\t\t\t\t\t\t<h2 class=\"single-cta__title h3\">The Secrets of Successful CFOs<\/h2>\n\n\t\t\t\t\t\t\t\t\t<div class=\"single-cta__description\">\n\t\t\t\t\t\t<p><!-- wp:paragraph --><\/p>\n<p>Unlock the strategies of high-impact finance leaders<\/p>\n<p><!-- \/wp:paragraph --><\/p>\n\t\t\t\t\t<\/div>\n\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t<a\n\t\t\t\t\t\thref=\"#gate-9cdb5ada-6f91-47d8-9e55-116f03f15ca7\"\n\t\t\t\t\t\tclass=\"single-cta__button button button--primary\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t>Download now<\/a>\n\t\t\t\t\t\t\t<\/div>\n\n\t\t\t\t\t<\/div>\n\n\t\t\t\t\t<img decoding=\"async\" width=\"1440\" height=\"810\" src=\"https:\/\/www.sage.com\/en-ca\/blog\/wp-content\/uploads\/sites\/12\/2024\/08\/BrandShootLDN_Jul2022_TechSoftware_0015-Final-e1732028285179-1440x810.jpeg\" class=\"single-cta__image\" alt=\"A woman working on a desktop computer in an office.\" loading=\"lazy\" srcset=\"https:\/\/www.sage.com\/en-ca\/blog\/wp-content\/uploads\/sites\/12\/2024\/08\/BrandShootLDN_Jul2022_TechSoftware_0015-Final-e1732028285179-1440x810.jpeg 1440w\" sizes=\"auto, (min-width: 48em) 33vw, 100vw\" \/>\t\t\t<\/div>\n<\/div>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-why-advocacy-matters-sara-s-story-nbsp\">Why advocacy matters: Sara\u2019s story&nbsp;<\/h2>\n\n\n\n<p>Let\u2019s start with a personal story about Sara, who\u2019s made a lasting impression&nbsp;beyond that of \u201cjust\u201d customer. <\/p>\n\n\n\n<p>Sara is a consultant who uses software to manage her business finances. <\/p>\n\n\n\n<p>She recently shared she had introduced Sage to three of her peers. <\/p>\n\n\n\n<p>They have all since become <a href=\"https:\/\/www.sage.com\/en-ca\/sage-champions\/\" target=\"_blank\" rel=\"noreferrer noopener\">loyal customers<\/a>.&nbsp;&nbsp;<\/p>\n\n\n\n<p>What\u2019s remarkable is that, according to traditional metrics in the wider world, Sara would be considered an \u201caverage value\u201d customer. <\/p>\n\n\n\n<p>But her impact goes far beyond that single label. <\/p>\n\n\n\n<p>Sara\u2019s enthusiastic recommendations have driven value that could be missed if you only look at her transactional worth.&nbsp;<\/p>\n\n\n\n<p>Sara represents a much larger pool of customers who consistently create value by advocating for brands, but her story is not unique to Sage.&nbsp;&nbsp;<\/p>\n\n\n\n<p>In each of your markets, you have customers like Sara, individuals whose influence extends beyond their immediate purchase. <\/p>\n\n\n\n<p>By recognizing and nurturing these advocates, brands can unlock a network of loyal supporters who amplify the brand message in ways that traditional marketing can\u2019t.&nbsp;&nbsp;<\/p>\n\n\n\n<p>Advocacy is about giving the \u201cSaras\u201d of the world the spotlight they deserve, and by doing so, discovering immense value.&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-the-true-value-of-advocacy-beyond-dollars-nbsp\">The true value of advocacy: Beyond dollars&nbsp;<\/h2>\n\n\n\n<p>When <a href=\"https:\/\/www.sage.com\/en-ca\/success-stories\/\" target=\"_blank\" rel=\"noreferrer noopener\">customers<\/a> advocate for a brand, they offer something beyond monetary value.<\/p>\n\n\n\n<p>Their support becomes priceless. <\/p>\n\n\n\n<p>In marketing, the focus can often be on customer lifetime value (LTV), growth, reach, and brand reputation\u2014all of which advocacy can significantly enhance. <\/p>\n\n\n\n<p>Advocacy drives organic reach, builds credibility, and, most importantly, it cultivates a sense of community and trust around the brand.&nbsp;&nbsp;<\/p>\n\n\n\n<p>Let\u2019s explore these benefits in more detail:&nbsp;<\/p>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h-1-retention-and-lifetime-value-ltv\">1. <strong>Retention and Lifetime Value (LTV)<\/strong> <\/h4>\n\n\n\n<p>Advocacy strengthens customer retention by creating environments where customers engage with each other. <\/p>\n\n\n\n<p>When customers feel valued, they\u2019re more likely to stay loyal, leading to increased LTV.&nbsp;<\/p>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h-2-growth-and-new-customer-acquisition\">2. <strong>Growth and new customer acquisition<\/strong><\/h4>\n\n\n\n<p>Advocacy doesn\u2019t only drive retention; it fuels growth. <\/p>\n\n\n\n<p>Advocates like Sara help new customers make informed buying decisions. <\/p>\n\n\n\n<p>Through reference calls, reviews, case studies, and word of mouth, advocates provide the social proof that new customers need to choose your brand.&nbsp;<\/p>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h-3-extended-reach\">3. <strong>Extended reach<\/strong><\/h4>\n\n\n\n<p>Advocates extend a brand\u2019s reach by sharing their experiences within their networks, often before you even realize a prospect is interested. <\/p>\n\n\n\n<p>This organic word-of-mouth marketing is invaluable and has been a key <a href=\"https:\/\/www.sage.com\/en-ca\/blog\/category\/growth-customers\/\" target=\"_blank\" rel=\"noreferrer noopener\">growth<\/a> driver for centuries.&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-the-impact-of-advocates-nbsp\">The impact of advocates&nbsp;<\/h2>\n\n\n\n<p>Let\u2019s take a deeper look into the impact of advocates. <\/p>\n\n\n\n<p>According to Forrester, 84% of decision-makers consider customer references critical when making buying decisions. <\/p>\n\n\n\n<p>Additionally, 60% of sales pipelines are lost to \u201cno decision\u201d because prospects are uncertain about the product\u2019s value, and 64% of buyers struggle to differentiate between brands. <\/p>\n\n\n\n<p>This is where advocates like Sara become invaluable, helping your brand stand out by communicating the unique value it offers.&nbsp;<\/p>\n\n\n\n<p>Every day in the life of an advocate like Sara, she\u2019s meeting clients, attending networking events, sharing advice, and building relationships. <\/p>\n\n\n\n<p>Even if your product is just a small part of her day-to-day, it\u2019s embedded in her routine and in the broader context of her life. <\/p>\n\n\n\n<p>Advocates like Sara operate as brand ambassadors, expanding your reach to potential prospects and contributing to your market presence even when you\u2019re not there.&nbsp;<\/p>\n\n\n\n<p>When Sara shares her experiences with someone, she is adding to a set of intangible yet impactful metrics. <\/p>\n\n\n\n<p>While these metrics may be harder to quantify, they\u2019re happening in real time, influencing your brand\u2019s reputation and reach. <\/p>\n\n\n\n<p>Advocacy brings together the big picture of customer loyalty, trust, and social proof\u2014factors that are harder to measure but have a profound impact on long-term success.&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-understanding-and-engaging-your-advocates-nbsp\">Understanding and engaging your advocates&nbsp;<\/h2>\n\n\n\n<p>So, who are these advocates, and how can brands connect with them? <\/p>\n\n\n\n<p>To begin, it\u2019s essential to remember that advocates are individuals, not merely personas. <\/p>\n\n\n\n<p>While the creation of personas helps to identify common themes, true advocates are unique people with diverse stories, backgrounds, and motivations. <\/p>\n\n\n\n<p>To build a relationship with them, brands must recognize these individual characteristics and engage them on their terms.&nbsp;<\/p>\n\n\n\n<p>Using Sara as an example, here\u2019s what you know about her:&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>She\u2019s a business consultant for startup CEOs.&nbsp;<\/li>\n\n\n\n<li>She mentors students at a business school.&nbsp;<\/li>\n\n\n\n<li>She\u2019s published articles on \u201cMindset Frameworks.\u201d&nbsp;<\/li>\n\n\n\n<li>She enjoys hiking and the outdoors.&nbsp;<\/li>\n<\/ul>\n\n\n\n<p>These traits give us valuable insights. <\/p>\n\n\n\n<p>Sara is a thought leader in the startup space, cares deeply about community, and has a sense of responsibility toward the next generation of business leaders. <\/p>\n\n\n\n<p>When you know what interests her, who she trusts, and what she\u2019s comfortable with, you can engage with her in ways that align with her values and passions.&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-the-dimensions-of-value-economic-symbolic-functional-and-experiential-nbsp\">The dimensions of value: Economic, symbolic, functional, and experiential&nbsp;<\/h2>\n\n\n\n<p>To build effective advocacy, use the four core dimensions of value, as&nbsp;identified by Forrester. Here\u2019s how these values apply to interactions with advocates:&nbsp;<\/p>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h-1-economic-value\">1. <strong>Economic value<\/strong><\/h4>\n\n\n\n<p>This might include a competitive pricing proposition or productivity features that save time. <\/p>\n\n\n\n<p>These offerings can serve as a foundation for advocacy.&nbsp;<\/p>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h-2-symbolic-value\">2. <strong>Symbolic value<\/strong><\/h4>\n\n\n\n<p>This builds loyalty by fostering a sense of pride and belonging. <\/p>\n\n\n\n<p>When customers feel connected to your brand\u2019s mission, they\u2019re more likely to share their positive experiences.&nbsp;<\/p>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h-3-functional-value\">3. <strong>Functional value<\/strong><\/h4>\n\n\n\n<p>This is product focused. <\/p>\n\n\n\n<p>For example, Sage added a \u201cpay now\u201d button to its invoicing tool to help customers like Sara receive payments faster. <\/p>\n\n\n\n<p>This simple feature improves her business\u2019s cash flow, which she can reinvest, allowing her to talk about her experience positively with others.&nbsp;<\/p>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h-4-experiential-value\">4. <strong>Experiential value<\/strong><\/h4>\n\n\n\n<p>This focuses on creating meaningful, relevant experiences. <\/p>\n\n\n\n<p>To help Sara expand her influence, Sage invited her to contribute as a speaker in startup communities, positioning her as a thought leader while strengthening her connection to the brand.&nbsp;<\/p>\n\n\n\n<p>By understanding these dimensions, you can tailor your interactions with advocates like Sara, packaging your offerings in ways that align with her needs. <\/p>\n\n\n\n<p>This not only drives loyalty but enables them to advocate for you naturally.&nbsp;<\/p>\n\n\n\n<div class=\"single-cta gated-content\">\n\t<div class=\"single-cta__positioner\">\n\t\t<div class=\"single-cta__wrapper has-dark-background-color\">\n\t\t\t<div class=\"single-cta__content\">\n\t\t\t\t\t\t\t\t<h2 class=\"single-cta__title h3\">The Secrets of Successful CFOs<\/h2>\n\n\t\t\t\t\t\t\t\t\t<div class=\"single-cta__description\">\n\t\t\t\t\t\t<p><!-- wp:paragraph --><\/p>\n<p>Unlock the strategies of high-impact finance leaders<\/p>\n<p><!-- \/wp:paragraph --><\/p>\n\t\t\t\t\t<\/div>\n\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t<a\n\t\t\t\t\t\thref=\"#gate-9cdb5ada-6f91-47d8-9e55-116f03f15ca7\"\n\t\t\t\t\t\tclass=\"single-cta__button button button--primary\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t>Download now<\/a>\n\t\t\t\t\t\t\t<\/div>\n\n\t\t\t\t\t<\/div>\n\n\t\t\t\t\t<img decoding=\"async\" width=\"1440\" height=\"810\" src=\"https:\/\/www.sage.com\/en-ca\/blog\/wp-content\/uploads\/sites\/12\/2024\/08\/BrandShootLDN_Jul2022_TechSoftware_0015-Final-e1732028285179-1440x810.jpeg\" class=\"single-cta__image\" alt=\"A woman working on a desktop computer in an office.\" loading=\"lazy\" srcset=\"https:\/\/www.sage.com\/en-ca\/blog\/wp-content\/uploads\/sites\/12\/2024\/08\/BrandShootLDN_Jul2022_TechSoftware_0015-Final-e1732028285179-1440x810.jpeg 1440w\" sizes=\"auto, (min-width: 48em) 33vw, 100vw\" \/>\t\t\t<\/div>\n<\/div>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-the-virtuous-cycle-of-success-nbsp\">The virtuous cycle of success&nbsp;<\/h2>\n\n\n\n<p>Advocacy creates a virtuous cycle that benefits both the customer and the brand. <\/p>\n\n\n\n<p>Here\u2019s how it works:&nbsp;<\/p>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h-1-increased-product-usage\">1. <strong>Increased product usage<\/strong> <\/h4>\n\n\n\n<p>Sara\u2019s advocacy leads her to use the product more frequently. <\/p>\n\n\n\n<p>For instance, with the \u201cpay now\u201d feature, she can reinvest her earnings quickly, deepening her commitment to the software.&nbsp;<\/p>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h-2-new-customer-acquisition\">2. <strong>New customer acquisition<\/strong> <\/h4>\n\n\n\n<p>By introducing advocates like Sara to new startup communities within your network, she can reach potential clients. <\/p>\n\n\n\n<p>This strengthens your advocacy index within that market, driving both brand loyalty and new customer acquisition.&nbsp;<\/p>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h-3-brand-expansion-and-market-reach\">3. <strong>Brand expansion and market reach<\/strong><\/h4>\n\n\n\n<p>As Sara shares her experience, she helps expand reach. <\/p>\n\n\n\n<p>For example, Sara\u2019s advocacy could reach a new micro-vertical and help you build a strong lead pipeline in a new space.&nbsp;<\/p>\n\n\n\n<p>Advocacy is not just about solving one problem\u2014it\u2019s about fostering a range of positive outcomes. <\/p>\n\n\n\n<p>This is called the virtuous cycle of success, where every interaction between the customer and the brand strengthens engagement, enhances adoption, and fuels further advocacy.&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-key-takeaways-for-building-an-advocacy-strategy-nbsp\">Key takeaways for building an advocacy strategy&nbsp;<\/h2>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h-1-get-to-know-your-customers\">1. <strong>Get to know your customers<\/strong><\/h4>\n\n\n\n<p>Advocacy begins with understanding. <\/p>\n\n\n\n<p>Get a pulse on your customers\u2019 needs, preferences, and goals. <\/p>\n\n\n\n<p>You\u2019re likely already gathering this information through customer research, events, and conversations with your sales team. <\/p>\n\n\n\n<p>Use it to build targeted, goal-based advocacy.&nbsp;<\/p>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h-2-set-boundaries\">2. <strong>Set boundaries<\/strong><\/h4>\n\n\n\n<p>Not every happy customer is an advocate. <\/p>\n\n\n\n<p>Rather than relying on broad post-event surveys, seek out customers who have taken specific actions that demonstrate advocacy. <\/p>\n\n\n\n<p>For instance, Netflix asks new users if they joined based on a recommendation. <\/p>\n\n\n\n<p>Focusing on real behaviour rather than hypothetical responses provides a clearer picture of advocacy.&nbsp;<\/p>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h-3-foster-team-collaboration\">3. <strong>Foster team collaboration<\/strong><\/h4>\n\n\n\n<p>Advocacy isn\u2019t a solo endeavour. It\u2019s a team effort that involves product, marketing, sales, and customer success. <\/p>\n\n\n\n<p>Advocacy requires alignment across departments to ensure that every interaction reinforces the brand\u2019s value.&nbsp;<\/p>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h-4-get-close-to-the-commercials\">4. <strong>Get close to the commercials<\/strong><\/h4>\n\n\n\n<p>Show stakeholders the tangible value of advocacy. <\/p>\n\n\n\n<p>Share how metrics like LTV, growth, and reach could be positively impacted by advocacy efforts. <\/p>\n\n\n\n<p>Aligning advocacy with commercial goals demonstrates its relevance to the bottom line.&nbsp;<\/p>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h-5-create-an-alignment-across-the-team\">5. <strong>Create an alignment across the team<\/strong><\/h4>\n\n\n\n<p>To bring advocacy initiatives to life, teams must commit to shared goals and values. <\/p>\n\n\n\n<p>When your cross-functional team is geared up to build experiences that matter to customers, advocacy can flourish, and customers become loyal ambassadors.&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-final-thoughts-nbsp\">Final thoughts&nbsp;<\/h2>\n\n\n\n<p>Advocacy is more than a marketing tactic\u2014it\u2019s a long-term strategy that builds lasting relationships and drives consistent growth. <\/p>\n\n\n\n<p>As you\u2019ve seen with Sara, advocacy\u2019s true power lies in the way it goes beyond transactions, creating a sense of community and shared purpose. <\/p>\n\n\n\n<p>By fostering advocates, brands gain invaluable support from customers who believe in their mission and spread that passion to others.&nbsp;<\/p>\n\n\n\n<p>Ultimately, an effective advocacy program is about delivering consistent value, fostering trust, and building genuine relationships. <\/p>\n\n\n\n<p>By doing so, you create advocates who will continue to support, share, and celebrate your brand, driving sustainable growth for years to come.&nbsp;<\/p>\n\n\n<div class=\"single-cta\">\n\t<div class=\"single-cta__positioner\">\n\t\t<div class=\"single-cta__wrapper has-dark-background-color\">\n\t\t\t<div class=\"single-cta__content\">\n\t\t\t\t\t\t\t\t<h2 class=\"single-cta__title h3\">Subscribe to the Sage Advice Newsletter<\/h2>\n\n\t\t\t\t\t\t\t\t\t<div class=\"single-cta__description\">\n\t\t\t\t\t\t<p class=\"cta-content__title\">Get a roundup of our best business advice in your inbox every month.<\/p>\n\t\t\t\t\t<\/div>\n\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t<a\n\t\t\t\t\t\thref=\"#gate-8949a954-88b2-43bb-8b8a-77c53eb34350\"\n\t\t\t\t\t\tclass=\"single-cta__button button button--primary\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t>Subscribe<\/a>\n\t\t\t\t\t\t\t<\/div>\n\n\t\t\t\t\t<\/div>\n\n\t\t\t\t\t<img decoding=\"async\" width=\"1440\" height=\"810\" src=\"https:\/\/www.sage.com\/en-ca\/blog\/wp-content\/uploads\/sites\/12\/2022\/04\/GettyImages-1073797282-1440x810.jpg\" class=\"single-cta__image\" alt=\"\" loading=\"lazy\" srcset=\"https:\/\/www.sage.com\/en-ca\/blog\/wp-content\/uploads\/sites\/12\/2022\/04\/GettyImages-1073797282-1440x810.jpg 1440w\" sizes=\"auto, (min-width: 48em) 33vw, 100vw\" \/>\t\t\t<\/div>\n<\/div>\n\n<section class=\"more-topics alignfull has-grey-light-background-color wp-block-sage-post-topics\">\n\t<div class=\"container\">\n\t\t<div class=\"row\">\n\t\t\t<div class=\"col col-12 col-lg-4\">\n\t\t\t\t<h3 class=\"more-topics__title h2\">Browse more topics from this article<\/h3>\n\t\t\t<\/div>\n\t\t\t<div class=\"col col-12 col-lg-8\">\n\t\t\t\t<ul class=\"post-tags__list\">\n\t\t\t\t\t\t\t\t\t\t\t<li class=\"post-tags__item\">\n\t\t\t\t\t\t\t<a href=\"https:\/\/www.sage.com\/en-ca\/blog\/tag\/customer-relationships\/\" class=\"post-tags__link button button--secondary\">\n\t\t\t\t\t\t\t\tCustomer relationships\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t\t\t\t<li class=\"post-tags__item\">\n\t\t\t\t\t\t\t<a href=\"https:\/\/www.sage.com\/en-ca\/blog\/tag\/how-to-grow-your-business\/\" class=\"post-tags__link button button--secondary\">\n\t\t\t\t\t\t\t\thow to grow your business\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t\t\t\t<li class=\"post-tags__item\">\n\t\t\t\t\t\t\t<a href=\"https:\/\/www.sage.com\/en-ca\/blog\/tag\/midsized-business\/\" class=\"post-tags__link button button--secondary\">\n\t\t\t\t\t\t\t\tmidsized business\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t\t\t\t<li class=\"post-tags__item\">\n\t\t\t\t\t\t\t<a href=\"https:\/\/www.sage.com\/en-ca\/blog\/tag\/small-business\/\" class=\"post-tags__link button button--secondary\">\n\t\t\t\t\t\t\t\tsmall business\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t\t<\/ul>\n\t\t\t<\/div>\n\t\t<\/div>\n\t<\/div>\n<\/section>\n\n<div class=\"alignfull wp-block-sage-related-posts\">\n\t<section class=\"related-posts card-grid has-dark-background-color\">\n\t<div class=\"container\">\n\t\t\t\t\t<div class=\"row\">\n\t\t\t\t<div class=\"col\">\n\t\t\t\t\t<h2 class=\"related-posts__heading related-posts__heading--featured h1\">Explore more wisdom<\/h2>\n\t\t\t\t<\/div>\n\t\t\t<\/div>\n\n\t\t\t<div class=\"row related-posts__featured\">\n\t\t\t\t<div class=\"col card-grid__item\">\n\t\t\t\t\t<article\n\t\tclass=\"card-post related-post related-post-0 post-14512 post type-post status-publish format-standard has-post-thumbnail hentry category-money-matters category-technology-innovation tag-bookkeeping tag-business-finances tag-cash-flow tag-digital-transformation tag-payment-processing tag-small-business business_type-small-business card-post--is-clickable\"\n>\n\t<div class=\"card-post__media-wrapper\">\n\t\t<figure class=\"card-post__media\">\n\t\t\t\t\t\t\t<img decoding=\"async\" width=\"1440\" height=\"810\" src=\"https:\/\/www.sage.com\/en-ca\/blog\/wp-content\/uploads\/sites\/12\/2022\/04\/GettyImages-1307905756-1440x810.jpg\" class=\"card-post__image\" alt=\"\" loading=\"lazy\" srcset=\"https:\/\/www.sage.com\/en-ca\/blog\/wp-content\/uploads\/sites\/12\/2022\/04\/GettyImages-1307905756-684x384.jpg 684w, https:\/\/www.sage.com\/en-ca\/blog\/wp-content\/uploads\/sites\/12\/2022\/04\/GettyImages-1307905756-768x432.jpg 768w, https:\/\/www.sage.com\/en-ca\/blog\/wp-content\/uploads\/sites\/12\/2022\/04\/GettyImages-1307905756-1440x810.jpg 1440w\" sizes=\"auto, (min-width: 48em) 250px, (min-width: 30em) 100vw, 100vw\" \/>\t\t\t\n\t\t\t\n\t\t\t\t\t<\/figure>\n\t<\/div>\n\n\t<div class=\"card-post__content\">\n\t\t\t\t\t<div class=\"card-post__label\">Recommended<\/div>\n\t\t\n\t\t\t\t\t<div class=\"card-post__meta\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"card-post__meta-text\"><span class=\"posted-on \"><time class=\"entry-date published\" datetime=\"2026-06-08T12:20:34-04:00\">June 8, 2026<\/time><\/span><\/span>\n\t\t\t\t\t\t\t\t\t\t\t<span class=\"card-post__meta-text\"><span class=\"reading-time\">14 min read<\/span><\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\n\t\t<p class=\"card-post__title h3\">\n\t\t\t\t\t\t\t<a\n\t\t\t\t\tclass=\"card-post__title-link\"\n\t\t\t\t\thref=\"https:\/\/www.sage.com\/en-ca\/blog\/invoice-automation-boosting-efficiency\/\"\n\t\t\t\t>\n\t\t\t\n\t\t\tInvoice automation: How to boost efficiency and get paid faster\u00a0\n\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t<\/p>\n\n\t\t\n\t\t\t\t\t<p class=\"card-post__description\">\n\t\t\t\tSpending too much time chasing invoices and not enough time running your business? Invoice automation reduces errors and the time spent on manual invoicing tasks so you can get paid faster. Learn how invoice automation works, why it matters for your cash flow, and how to set it up. \t\t\t<\/p>\n\t\t\n\t\t\t<\/div>\n\n\t<\/article>\n\t\t\t\t<\/div>\n\t\t\t<\/div>\n\t\t\n\t\t\t\t\t<div class=\"row related-posts__non-featured\">\n\t\t\t\t<div class=\"col col-12\">\n\t\t\t\t\t<h2 class=\"related-posts__heading related-posts__heading--more h4\">More on this Topic<\/h2>\n\t\t\t\t<\/div>\n\n\t\t\t\t\n\t\t\t\t\t<div class=\"col col-6 col-lg-3 card-grid__item\">\n\t\t\t\t\t\t<article\n\t\tclass=\"card-post related-post related-post-1 post-14291 post type-post status-publish format-standard has-post-thumbnail hentry category-compliance category-paying-people tag-bookkeeping tag-compliance tag-payroll tag-small-business tag-tax business_type-small-business industry-professional-services\"\n>\n\t\t\t<a\n\t\t\tclass=\"card-post__link\"\n\t\t\thref=\"https:\/\/www.sage.com\/en-ca\/blog\/year-end-payroll-guide-small-businesses-2026\/\"\n\t\t\t\t\t>\n\t\t\t<figure class=\"card-post__media\">\n\t\t\t\t\t\t\t<img decoding=\"async\" width=\"684\" height=\"384\" src=\"https:\/\/www.sage.com\/en-ca\/blog\/wp-content\/uploads\/sites\/12\/2019\/01\/GettyImages-612505724_super-684x384.jpg\" class=\"card-post__image\" alt=\"Employee working on a laptop in a restaurant\" loading=\"lazy\" srcset=\"https:\/\/www.sage.com\/en-ca\/blog\/wp-content\/uploads\/sites\/12\/2019\/01\/GettyImages-612505724_super-684x384.jpg 684w, https:\/\/www.sage.com\/en-ca\/blog\/wp-content\/uploads\/sites\/12\/2019\/01\/GettyImages-612505724_super-768x585.jpg 768w, https:\/\/www.sage.com\/en-ca\/blog\/wp-content\/uploads\/sites\/12\/2019\/01\/GettyImages-612505724_super-1064x810.jpg 1064w\" sizes=\"auto, (min-width: 48em) 250px, (min-width: 30em) 100vw, 100vw\" \/>\t\t\t\n\t\t\t\n\t\t\t\t\t<\/figure>\n\n\t\t\n\t\t\t\t\t<div class=\"card-post__meta\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"card-post__meta-text\"><span class=\"posted-on \"><time class=\"entry-date published\" datetime=\"2026-02-04T13:22:49-05:00\">February 4, 2026<\/time><\/span><\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"card-post__meta-text\"><span class=\"reading-time\">11 min read<\/span><\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\n\t\t<p class=\"card-post__title h5\">\n\t\t\tThe Ultimate Guide to Year-End Payroll in Canada (2026)\t\t<\/p>\n\n\t\t\t<\/a>\n\t\n\t\n\t\t\n\t\n\t<\/article>\n\t\t\t\t\t<\/div>\n\t\t\t\t\n\t\t\t\t\t<div class=\"col col-6 col-lg-3 card-grid__item\">\n\t\t\t\t\t\t<article\n\t\tclass=\"card-post related-post related-post-2 post-13703 post type-post status-publish format-standard has-post-thumbnail hentry category-money-matters category-technology-innovation tag-accounting-101 tag-ai tag-bookkeeping tag-business-intelligence tag-business-management tag-cloud-financial-management tag-cloud-technology tag-digital-transformation tag-entrepreneurship tag-how-to-grow-your-business tag-small-business tag-tax tag-workplace-technology business_type-small-business business_type-accountants\"\n>\n\t\t\t<a\n\t\t\tclass=\"card-post__link\"\n\t\t\thref=\"https:\/\/www.sage.com\/en-ca\/blog\/accounting-automation-tools-guide-for-accountants-and-bookkeepers\/\"\n\t\t\t\t\t>\n\t\t\t<figure class=\"card-post__media\">\n\t\t\t\t\t\t\t<img decoding=\"async\" width=\"684\" height=\"384\" src=\"https:\/\/www.sage.com\/en-ca\/blog\/wp-content\/uploads\/sites\/12\/2024\/10\/BrandShoot-LND_June2024_Financial-Services_0678-684x384.jpg\" class=\"card-post__image\" alt=\"\" loading=\"lazy\" srcset=\"https:\/\/www.sage.com\/en-ca\/blog\/wp-content\/uploads\/sites\/12\/2024\/10\/BrandShoot-LND_June2024_Financial-Services_0678-684x384.jpg 684w, https:\/\/www.sage.com\/en-ca\/blog\/wp-content\/uploads\/sites\/12\/2024\/10\/BrandShoot-LND_June2024_Financial-Services_0678-768x512.jpg 768w, https:\/\/www.sage.com\/en-ca\/blog\/wp-content\/uploads\/sites\/12\/2024\/10\/BrandShoot-LND_June2024_Financial-Services_0678-1214x810.jpg 1214w\" sizes=\"auto, (min-width: 48em) 250px, (min-width: 30em) 100vw, 100vw\" \/>\t\t\t\n\t\t\t\n\t\t\t\t\t<\/figure>\n\n\t\t\n\t\t\t\t\t<div class=\"card-post__meta\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"card-post__meta-text\"><span class=\"posted-on \"><time class=\"entry-date published\" datetime=\"2026-01-27T13:50:48-05:00\">January 27, 2026<\/time><\/span><\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"card-post__meta-text\"><span class=\"reading-time\">9 min read<\/span><\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\n\t\t<p class=\"card-post__title h5\">\n\t\t\tAccounting automation tools: The  ultimate guide for accountants and bookkeepers\t\t<\/p>\n\n\t\t\t<\/a>\n\t\n\t\n\t\t\n\t\n\t<\/article>\n\t\t\t\t\t<\/div>\n\t\t\t\t\n\t\t\t\t\t<div class=\"col col-6 col-lg-3 card-grid__item\">\n\t\t\t\t\t\t<article\n\t\tclass=\"card-post related-post related-post-3 post-13451 post type-post status-publish format-standard has-post-thumbnail hentry category-money-matters tag-how-to-grow-your-business tag-inventory-management tag-manufacturing tag-supply-chain-management business_type-medium-business industry-distribution industry-manufacturing\"\n>\n\t\t\t<a\n\t\t\tclass=\"card-post__link\"\n\t\t\thref=\"https:\/\/www.sage.com\/en-ca\/blog\/financial-strategies-for-us-distributors-improve-profitability\/\"\n\t\t\t\t\t>\n\t\t\t<figure class=\"card-post__media\">\n\t\t\t\t\t\t\t<img decoding=\"async\" width=\"684\" height=\"384\" src=\"https:\/\/www.sage.com\/en-ca\/blog\/wp-content\/uploads\/sites\/12\/2022\/04\/GettyImages-1306841982-684x384.jpg\" class=\"card-post__image\" alt=\"\" loading=\"lazy\" srcset=\"https:\/\/www.sage.com\/en-ca\/blog\/wp-content\/uploads\/sites\/12\/2022\/04\/GettyImages-1306841982-684x384.jpg 684w, 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profitability\t\t<\/p>\n\n\t\t\t<\/a>\n\t\n\t\n\t\t\n\t\n\t<\/article>\n\t\t\t\t\t<\/div>\n\t\t\t\t\n\t\t\t\t\t<div class=\"col col-6 col-lg-3 card-grid__item\">\n\t\t\t\t\t\t<article\n\t\tclass=\"card-post related-post related-post-4 post-12853 post type-post status-publish format-standard has-post-thumbnail hentry category-money-matters tag-hr tag-midsized-business tag-trending-topics business_type-medium-business industry-healthcare\"\n>\n\t\t\t<a\n\t\t\tclass=\"card-post__link\"\n\t\t\thref=\"https:\/\/www.sage.com\/en-ca\/blog\/important-healthcare-kpis\/\"\n\t\t\t\t\t>\n\t\t\t<figure class=\"card-post__media\">\n\t\t\t\t\t\t\t<img decoding=\"async\" width=\"684\" height=\"384\" src=\"https:\/\/www.sage.com\/en-ca\/blog\/wp-content\/uploads\/sites\/12\/2022\/04\/GettyImages-1285289807-684x384.jpg\" class=\"card-post__image\" alt=\"\" loading=\"lazy\" srcset=\"https:\/\/www.sage.com\/en-ca\/blog\/wp-content\/uploads\/sites\/12\/2022\/04\/GettyImages-1285289807-684x384.jpg 684w, https:\/\/www.sage.com\/en-ca\/blog\/wp-content\/uploads\/sites\/12\/2022\/04\/GettyImages-1285289807-768x432.jpg 768w, https:\/\/www.sage.com\/en-ca\/blog\/wp-content\/uploads\/sites\/12\/2022\/04\/GettyImages-1285289807-1440x810.jpg 1440w\" sizes=\"auto, (min-width: 48em) 250px, (min-width: 30em) 100vw, 100vw\" \/>\t\t\t\n\t\t\t\n\t\t\t\t\t<\/figure>\n\n\t\t\n\t\t\t\t\t<div class=\"card-post__meta\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"card-post__meta-text\"><span class=\"posted-on \"><time class=\"entry-date published\" datetime=\"2025-09-22T16:24:46-04:00\">September 22, 2025<\/time><\/span><\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"card-post__meta-text\"><span class=\"reading-time\">14 min read<\/span><\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\n\t\t<p class=\"card-post__title h5\">\n\t\t\tImportant healthcare KPIs: Using key performance indicators to achieve your goals\t\t<\/p>\n\n\t\t\t<\/a>\n\t\n\t\n\t\t\n\t\n\t<\/article>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t\t<\/div>\n<\/section>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Advocacy is more than a marketing tactic\u2014it\u2019s a long-term strategy that builds lasting relationships and drives consistent 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