comprehensive guidelines for establishing and running a successful customer reference program, emphasizing the value of customer experiences over traditional marketing materials. It highlights the impact of positive customer stories on prospects and how they can drive purchasing decisions. The document outlines practical steps for developing a successful customer reference program, including positioning references early in the sales cycle, segmenting clients based on willingness to participate, and identifying client-side champions. It also emphasizes the benefits for customers who participate in the program, such as building their personal brand, expanding their professional network, and advancing their career.

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