Building an organization to support advocate marketing is critical to the program's success. The program does not need a large number of people. As a matter of fact, the advocate marketing organization often needs only two people: an executive sponsor (typically the CMO) and a functional owner of advocate marketing (Advocate Marketing Manager).

However, it is extremely important that the advocate marketing owners have support from other members of the organization in order to:

• Understand the company's advocate personas
• Identify, onboard and nurture new advocates
• Develop communication around key events, product launches and campaigns where advocate marketing can boost results
• Position "asks" so they are compelling and engaging to advocates
• Co-ordinate early or exclusive advocate access to content or events
• Source rewards and recognize advocates in a personalized manner

Company leaders from all functions should encourage their teams to collaborate with the program owner to set objectives and run campaigns that will benefit their functional area. The more they contribute, the more your company's advocates will contribute to their objectives.