Buyers trust almost nothing coming from a vendor website. They trust the peer who has already lived through the implementation, the renewal and the messy middle. This session covers how customer success and marketing are building advocacy programs that turn happy customers into a genuine growth engine, from identifying who is actually willing to advocate to giving them something worth showing up for, rather than a generic ask for a reference call. Key learnings: - Why buyer trust has shifted decisively toward peer voices over vendor content - How to identify customers who are ready to advocate before you ask them - What makes an advocacy program worth a customer's time - How to measure whether advocacy is actually influencing pipeline

In this session multiple unique discussions are happening concurrently, find the table discussing your biggest pain point or opportunity and join the conversation. Every table will be hosted by an industry expert so come prepared to discuss, learn, network, and share. Closing the Renewal That Matters Most: Negotiation, Contracts and Training in One Deal - Tyler Ryll