CAB STRATEGY & CHARTER
CAB Purpose Statement
The [Company] Customer Advisory Board exists to [gather strategic input/
validate direction] from [key customers] to ensure [product/company]
decisions reflect customer needs and priorities.
CAB Charter
| Element |
Details |
| Purpose |
Strategic input on product, market, company direction |
| Scope |
Product roadmap, industry trends, partnership opportunities |
| Size |
8-15 members |
| Term |
2 years, staggered |
| Commitment |
2 in-person meetings/year, 2 virtual, ad-hoc input |
| Confidentiality |
NDA required |
MEMBER SELECTION
Selection Criteria
| Criterion |
Weight |
Score (1-5) |
| Strategic value (logo, industry) |
25% |
|
| Executive engagement (VP+) |
20% |
|
| Product expertise/usage |
20% |
|
| Willingness to participate |
15% |
|
| Diversity of perspective |
10% |
|
| Relationship strength |
10% |
|
| TOTAL |
100% |
/5 |
Member Profile Mix
| Dimension |
Target Representation |
| Industry |
3-4 different industries |
| Company size |
Mix of SMB, mid-market, enterprise |
| Geography |
Multiple regions if global |
| Persona |
Mix of roles (C-level, VP, practitioner) |
| Tenure |
Mix of new and long-term customers |
Invitation Template
Subject: Invitation to Join [Company] Customer Advisory Board
Dear [Name],
You've been selected to join our exclusive Customer Advisory Board.
As one of our most valued customers, your insights would help shape
our product and company direction.
What's involved:
- 2 in-person meetings annually (travel covered)
- 2 virtual sessions
- Occasional input requests
- Executive dinners and exclusive previews
Benefits:
- Direct influence on product roadmap
- Exclusive access to leadership
- Networking with industry peers
- First access to new features
Would you be interested in learning more?
[CEO/Executive Name]
MEETING FORMAT
In-Person Meeting Agenda (Full Day)
| Time |
Session |
Format |
| 8:00 |
Breakfast networking |
Informal |
| 9:00 |
Welcome, company update |
Presentation |
| 10:00 |
Industry trends discussion |
Roundtable |
| 11:00 |
Product roadmap preview |
Interactive |
| 12:00 |
Lunch with leadership |
Networking |
| 1:00 |
Deep dive: [Topic] |
Workshop |
| 2:30 |
Competitive landscape |
Discussion |
| 3:30 |
Member feedback session |
Roundtable |
| 4:30 |
Wrap-up, next steps |
Summary |
| 6:00 |
Executive dinner |
Networking |
Virtual Meeting Agenda (90 min)
| Time |
Session |
| 0:00 |
Welcome, quick updates (10 min) |
| 0:10 |
Topic 1: [Focus area] (25 min) |
| 0:35 |
Topic 2: [Focus area] (25 min) |
| 1:00 |
Open discussion (20 min) |
| 1:20 |
Next steps, closing (10 min) |
ENGAGEMENT BETWEEN MEETINGS
Touchpoint Calendar
| Month |
Activity |
Owner |
| Jan |
In-person meeting |
Exec sponsor |
| Feb |
Product preview call |
Product |
| Mar |
1:1 check-ins |
CSM |
| Apr |
Virtual meeting |
Exec sponsor |
| May |
Industry report share |
Marketing |
| Jun |
In-person meeting |
Exec sponsor |
| (repeat H2) |
|
|
Ad-Hoc Engagement
| Request Type |
Frequency |
Lead Time |
| Quick survey |
2-3x/year |
1 week |
| Interview/input |
As needed |
2 weeks |
| Beta access |
Per release |
2 weeks |
| Reference request |
Selectively |
3 days |
FEEDBACK INTEGRATION
Feedback Capture Template
| Meeting/Date |
Topic |
Feedback Summary |
Sentiment |
Action Required |
|
|
|
+/0/- |
|
Feedback Loop
1. CAPTURE
└─▶ Document all feedback during meeting
2. ANALYZE
└─▶ Categorize, prioritize, identify themes
3. ROUTE
└─▶ Send to appropriate teams (Product, CS, etc.)
4. ACT
└─▶ Decide on response, track in roadmap
5. CLOSE LOOP
└─▶ Report back to CAB on actions taken
MEMBER RECOGNITION
| Recognition Type |
Description |
| Annual CAB award |
Public recognition at annual event |
| Speaker opportunities |
Conference keynote slots |
| Content collaboration |
Co-authored thought leadership |
| Exclusive previews |
First access to new features |
| Executive access |
Direct line to C-suite |
| Networking events |
VIP dinners, exclusive gatherings |