Mission: to help you deliver your best Advisory Board experience
in Person | Virtual | Hybrid
Welcome!
This website is a library of Customer Advisory Board (CAB) & Partner Advisory Board (PAB) best practices and insights.
- Blog posts & videos
- Tools & Advice
Why innovative companies have an Advisory Board
- Stay in sync with the market
- Discover new revenue streams
- Strengthen relationships
- Outpace your competition
- A catalyst for growth, innovation, and long-term success
Mike’s Mantra
Whoever understands the customer best wins!
What does it mean to become a trusted vendor?
2025 Best Practices
Blog post
CAB best practices evolve over time. Every year I update my best-practices article. Make sure you are up-to-date on how the most innovative companies are using their CABs to grow their businesses.
Partner with Mike Gospe, CAB Strategist
I am a CAB pioneer, having designed my first CAB in 2002 — a time before CABs were a “thing”. I discovered how to bring CEOs and executive teams together with their best customers to talk about the future. And I started to write down these best practices. In 2013, I wrote the first CAB operations manuals: The Flipchart Guides to Customer Advisory Boards. My blog continues to share all of the latest best practices.
Since then, I’ve worked with innovative B2B companies to bring their advisory board programs to life. More than 250 meetings!
Take advantage of a CAB Coach
Whether you are a first-time CAB manager, or an experienced planner, partnering with a CAB coach will inspire & guide you to improve your CAB program.
- Take full advantage of the latest “customers touchpoints” and operational techniques
- Think programmatically as you integrate your CAB with your annual planning process and sales account reviews
- Discover new revenue streams and accelerate business growth
- Deliver a world-class CAB experience to your customers and your executives
- Different your CAB from competitors
Your CAB is a strategic asset, not a marketing gimmick. Learn how to harvest its full potential by partnering with a coach to make yours the best it can be!
For both our in-person and virtual meetings, Mike’s leadership was instrumental in executing a world-class CAB program.
His ability to assess our company’s goals and keep our executive team focused and aligned was invaluable.
We trust Mike to facilitate an executive meeting worthy of our best customers.
Mike jumped in and instantly became an extension of our leadership team.
Where are you on your CAB journey?
I need help building a business case
Building a business case to support your CAB program is no small task.
START HERE
I'm planning my 1st CAB meeting
Apply this proven methodology for executing a world-class CAB experience.
LEARN MORE
I want to take my CAB to the next level
Running a CAB for a while? Harness advanced strategy and engagement techniques.
STRETCH YOURSELF
Are you inviting advice from your Partners?
A Partner Advisory Board program provides an opportunity for creating a vision, shared goals, and execution plan for joint success.
Drive tighter alignment between you & partners
Learn how to use your Partner Advisory Board to communicate expectations & accelerate success.
START HERE
Blog Highlights
Updated for 2025: Best practices for Driving a Successful Customer Advisory Board Program
Planning your next Customer Advisory Board (CAB) program? Follow these updated best practices.
3 Reasons why promoting your CAB on your website is a mistake
Promoting your CAB on your website and social media creates unnecessary business risk. Here are 3 reasons why.
Make your 2024 CAB the best yet!
I’m celebrating 20 years as a Customer Advisory Board (CAB) Strategist by offering pro bono 1:1s with members of my network. February only!
Top Trending Posts
C-Suite leaders define a world-class CAB program for 2025
In 2024, we interviewed C-suite CAB members on how they define a world-class CAB program. Here’s what they told us.
How smart companies are using their Customer Advisory Boards to double their annual revenue
Smart companies are using their Customer Advisory Board program to discover new revenue streams and double their annual revenue. Here’s how they do it.
Planning your next CAB meeting? Three things you need to know
2023 is the year of the integrated CAB program. Successful CAB programs will consist of multiple engagement tactics. Here are 3 things CAB Executive Sponsors need to know.
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