Great CABs Are Conversations, Not Decks with Irene Yam

If your Customer Advisory Board feels like a presentation, you’re doing it wrong. Irene Yam joins Alyssa to explain why the most effective CABs ditch the slide deck and prioritize real conversation. Drawing from 20+ years of experience leading executive programs, Irene shares what makes CABs work—from building trust to making room for off-script moments that change the game.Whether you’re mid-market or enterprise, you’ll walk away with a clearer blueprint for turning your CAB into a strategic growth lever—not a checkbox.Irene Yam is the author of How to Build a World-Class Customer Advisory Board. She’s spent over two decades designing strategic customer programs for high-growth startups and global enterprises, working with clients spending $20M+ annually. Irene’s approach emphasizes human connection, customer-led feedback, and creating spaces where strategic conversations can thrive. Key Takeaways:The best CABs feel more like jam sessions than board meetings.You don’t need enterprise dollars to get enterprise-level insights.Real feedback starts when you give customers permission to be honest—and stop trying to impress them.Key Moments:00:00 Introduction and Guest Welcome00:28 Irene's Origin Story01:44 Customer Advisory Boards vs. Focus Groups03:12 Value of Customer Advisory Boards for Mid-Market Businesses06:24 Starting a Customer Advisory Board07:44 Successful Customer Advisory Boards16:58 Virtual Customer Advisory Boards18:07 Innovative Meeting Ideas21:18 Conclusion and Contact InformationFollow Irene on LinkedIn: https://www.linkedin.com/in/ireneyam/Send us a textWelcome to The Growth Signal, where we’re throwing out the old playbooks, and reimagining the future of customer relationships. Connect with Alyssa on LinkedIn Connect with Amber on LinkedIn Apply to be a Guest at TheGrowthSignal.com