Customer award program kpis

A few that are top of mind for me:

• # of submissions
• # of customers represented across submissions (works only if you have customers that can apply to multiple categories)
• Revenue influenced (in-flight or completed deals that correspond with the award program timeline)
• # of priority brands represented (if your company has a marketing hit list)
• # of content pieces created
• Event-based metrics, if you host any award-specific events, such as a webinar (things like registration, replays, etc.)

Also, awards are so fun! What a great program to inherit!

The awards are in conjunction with our first ever virtual user conference

so the winners are going to be announced during the event

Like you, we ran our first awards program alongside our virtual summit/conference.

We included some of the measures outlined above, but we kept our goals more objective-focused.

I've attached some of the recap slides. One of the executive champions at an account kept promoting the crap out of the awards, opening the door to expand into other new groups at that company. So those are the types of stories we told, about how this was a feel-good for our customers and created recognition within their org that would actually elevate us to their executive team.

Absolutely love that final slide, Shannon! 🔥

What and have shared here is absolutely perfect.

One thing I would double click on, though, is the last point made as it's hard to codify. But I would describe it as Pride. Do your customers/winners view it as somethign worth sharing with the world and how do they end up doing it. With both the Grots and the awards at my previous role, we had winners put it up on their website or in their collateral without us even saying 'hey, can you do that for us'.

But in general, it's hard to put a number or a metric on pride.

Our CMO is so numbers focused...he comes from a demand gen world. So anything that isn't numbers driven is really tough to get by with him.

I would definitely stick to your revenue options then. You can also look at opened renewals/expansions with the customers represented in your awards program for the following 6 or 12 months.

Not to mention the awards content used to support deals in the following 12 months.

for those who haven't already done case studies before, definitely doing the leveraging for later. 🎉

Thank you all. I'm hoping some of this language will help. ❤

Thanks for those last 2 points,

Or case studies created from award submissions and their influence on revenue.

The influence on revenue is where I waver a bit. Connecting them more concretely.

I haven't read this entire thread b/c I only have a few minutes, but I'm kicking the tires on this same type of program and something I think is important (forgive me if this was already said) is that this kind of activation is often very top-of-funnel, and therefore the metrics that are important to your goals may not tie directly to conversion/revenue if you aren't equipped with a robust attribution model. If doing so is all your CMO cares about, then this is a way to have that discussion.

TY. this program doesn't have a robust attribution model. maybe down the road.