Empowering advocacy through data is key to driving meaningful impact in customer marketing. 

I’m Sarah Stephan, Head of Customer Marketing at Databricks, and my decade of experience in customer advocacy has taught me the immense value of aligning efforts with measurable outcomes. 

From my time at Cisco and Nutanix to my current role, I’ve seen how leveraging data and KPIs can transform how we prioritize, optimize, and showcase the work we do. 

In this article, I’ll share strategies for measuring impact, aligning with leadership priorities, and using insights to amplify the success of customer marketing programs.

Why measurement matters

As marketers, we’re all juggling multiple priorities, often with limited resources—whether it’s a lean budget, a small team, or both. In such an environment, taking time to measure might feel like a luxury. However, understanding the performance of your initiatives is not just beneficial; it’s essential.

Measurement helps validate the effort and resources you’re investing in customer marketing. It answers critical questions like: 

  • Is the content you’re creating resonating? 
  • Are your programs delivering the expected impact? 

Without these insights, it’s impossible to refine your strategies or justify the value of your team’s work to leadership.

Aligning with leadership priorities

One key to successful measurement is ensuring your work aligns with your company’s overarching goals and narratives. 

The content and programs your team develops should support the company’s priorities. This alignment ensures that your efforts are not just visible but also meaningful to leadership.

When measuring success, consider how your initiatives advance the broader company mission. For example, are your customer advocacy programs amplifying your brand’s value? Are they contributing to sales enablement or product feedback loops? Connecting your work to leadership’s focus areas strengthens your ability to secure resources and recognition.

Internal and external measurement

Most marketers naturally think about external measurement—how campaigns and programs perform with customers. While this is crucial, it’s equally important to evaluate the impact of your efforts.

Internally, your team may be producing a wealth of content for sales enablement, product launches, or cross-departmental initiatives. Analyzing how this content is used and valued internally can yield surprising insights. 

For example, are sales teams leveraging customer stories effectively? Is internal training content contributing to higher adoption rates? These metrics help demonstrate the broader influence of customer marketing.

Reporting: sharing the story

Once you’ve collected meaningful data, the next step is communicating it effectively. Reporting is not just about showcasing numbers—it’s about telling a story. 

Share insights on what’s working, what’s not, and why. Highlight wins and lessons learned, and frame your findings in a way that resonates with your audience—whether it’s your CMO, executive leadership, or cross-functional teams.

Consider using visuals, concise summaries, and real-world examples to bring your data to life. Effective reporting keeps stakeholders informed and fosters trust in your team’s contributions.