Marketing Research SIG
Topic: Gaining Strategic Insights Through Executive-level Customer Advisory Boards
Facilitator: Betsy Westhafer, President, The Congruity Group
As a leader in your organization, you are responsible for setting and overseeing the execution of marketing strategies that will result in growth for your company. You are a seasoned leader who understands that strategic initiatives are only valuable if they are on point, successfully executed, and lead to an increase in your bottom line.
Executive-level Customer Advisory Boards are a tool used by companies around the world to:
- validate corporate strategies
- gain loyalty with key customers/partners
- align the internal team
- strengthen relationships
- gain market-driven perspectives
- grow companies
A masterfully designed and executed Customer Advisory Board provides leaders like you with the insights and validation needed to ensure that your organization is heading in the right direction now and into the future. Customer Advisory boards drive loyalty by giving your key stakeholders a seat at your table and at the same time, provide the structure to align your internal team around the strategies that will move your company forward.
Biography: Betsy Westhafer is the owner of The Congruity Group, an organization that helps mid-market companies gain strategic insights through the use of Customer Advisory Boards. Prior to forming her own company, Betsy worked with teams to design and facilitate customer advisory boards for companies including Dell, LexisNexis, VeriSign, Springer and Adobe. In this capacity, Betsy delivered advisory boards around the world including in the UAE, Turkey, Spain, Portugal, Jordan, Mexico and throughout the United States.
Before starting The Congruity Group, Betsy co-founded CuroLegal, an organization focused on technologies to advance the legal industry. In May of 2015, Betsy sold her interest in the company to focus her work on Customer Advisory Boards and Personal Performance Coaching.
About this SIG: Forum for marketers and marketing researchers to network and discuss innovation, marketing research trends, and methodologies. Meetings are held on the 4th Wednesday of the month.
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