How CMOs Use Customer Advisory Boards to Set Strategy

In episode 122 of The CMO Podcast with Fexingo, Lucas and Luna explore how chief marketing officers are reviving the customer advisory board — not as a stale feedback ritual, but as a strategic lever to shape product roadmaps, pricing, and go-to-market messaging. Drawing on the example of enterprise software company Zendesk, which launched a formal CAB in 2024 and saw NPS improve by 18 points within 18 months, the hosts break down the structure, the selection criteria, and the common pitfalls that turn advisory boards into echo chambers. They also discuss how CMOs balance listening to top customers without handing over control of the roadmap. The episode ends with a reflection on the difference between being customer-obsessed and being customer-led. #CustomerAdvisoryBoard #CMO #MarketingStrategy #Zendesk #EnterpriseSoftware #ProductRoadmap #CustomerInsight #B2BMarketing #NetPromoterScore #VoiceOfCustomer #MarketingLeadership #FexingoBusiness #BusinessPodcast #CMOPodcast #Marketing #SaaS #CustomerLoyalty #B2BSaaS Keep every episode free: buymeacoffee.com/fexingo