Stakeholder Interview Guide for Building Customer Advocacy Programs

If you’re building a customer advocacy program, your first step isn’t sourcing stories—it’s getting aligned.

This guide helps you ask the right questions to uncover internal gaps, surface hidden needs, and build cross-functional buy-in from the start.

No more guessing what Sales wants. No more creating assets that go unused.

Inside the guide:
✔️ Interview questions tailored for Sales, CS, PMM, AR, and more
✔️ A response tracker to map themes to business priorities
✔️ Tips for identifying champions and spotting red flags early
✔️ Built-in space to track needs, gaps, and quick wins

Perfect for:
Customer marketers, advocacy leads, and anyone launching or relaunching an advocacy program with internal support that sticks.

Ask better questions. Build smarter programs. Get buy-in that lasts.