Reference Program Management Kit

REFERENCE DATABASE TEMPLATE

Field	Data
Customer Info
Company name
Industry
Company size
Location
Contact Info
Reference name
Title
Email
Phone
Reference Profile
Use case
Products used
Results achieved
Tenure
Availability
Reference type willing	Call / Case study / Both
Industries comfortable
Company sizes
Max references/quarter
Last reference date
Total references given
Status
Active / Inactive
Notes

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RECRUITMENT PROCESS

Reference Recruitment Workflow

1. IDENTIFY
   └─▶ NPS 9-10s, high usage, good relationship

2. QUALIFY
   └─▶ Verify results, check timing, assess fit

3. RECRUIT
   └─▶ Personal ask from CSM or exec sponsor

4. ONBOARD
   └─▶ Set expectations, gather details, thank

5. ACTIVATE
   └─▶ First reference within 30 days

6. MAINTAIN
   └─▶ Regular check-ins, prevent burnout

Recruitment Email Template

Subject: Share your [Company] story?

Hi [Name],

Your success with [Company] has been inspiring - [specific result].

We're building our reference program and would love to include you.
This means:
- Occasional calls with prospects (you pick when)
- Potential case study opportunity
- VIP access to [benefit]

Interested in learning more? Just reply and I'll share details.

[Name]

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REQUEST MANAGEMENT WORKFLOW

Reference Request Form

Field	Required
Requesting AE	Yes
Opportunity name	Yes
Opportunity value	Yes
Close date	Yes
Matching Criteria
Industry needed	Yes
Company size	Yes
Use case	Yes
Reference type (call/written)	Yes
Timeline needed	Yes
Context
Why this reference matters	Yes
Specific questions prospect has
Competitors in deal

Request SLA

Priority	Criteria	Response Time	Fulfillment Time
Critical	>$100K, closing this week	2 hours	24 hours
High	>$50K, closing this month	4 hours	48 hours
Standard	All other deals	24 hours	1 week

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REFERENCE MATCHING CRITERIA

Match Score Calculator

Criterion	Weight	Match Score
Same industry	30%	Yes = 10, Similar = 5, No = 0
Similar company size	25%	Yes = 10, Similar = 5, No = 0
Same use case	25%	Yes = 10, Similar = 5, No = 0
Similar role	10%	Yes = 10, Similar = 5, No = 0
Geographic proximity	10%	Yes = 10, Similar = 5, No = 0
TOTAL	100%	/10

Threshold: Minimum score of 6 for reference match

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BURNOUT PREVENTION

Usage Limits

Reference Type	Max Per Quarter	Cooldown Period
Phone call	3	2 weeks between
Written reference	2	4 weeks between
Site visit	1	3 months between

Health Check Template

Metric	Warning	Action
References this quarter	>2	Pause requests
Declined last request	Yes	Personal check-in
No activity in 6 months	Yes	Re-engage or deactivate
NPS dropped	<8	Pause, investigate

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PERFORMANCE TRACKING

Metric	Formula	Target
Fulfillment rate	Fulfilled / Requested	>80%
Time to fulfill	Avg days to match	<3 days
Reference satisfaction	Prospect rating	>4.5/5
Win rate with reference	Deals won with ref / Total refs	Track
Reference pool size	Active references
References per customer	Total refs / Active refs	<3/quarter

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