Turn Happy Customers Into Your Strongest Sales Asset

A repeatable system to build, reward, and manage customer references that drive credibility and growth.

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Workflow Name: Customer Reference Program Builder

Created by prompts.tinytechguides.com

What this Workflow Does

This workflow helps you create and manage a structured customer reference program that supports sales, product marketing, and demand gen efforts. It walks you through identifying high-potential customers, aligning with internal teams, enabling your references, rewarding them, and tracking program success — all while keeping it human, scalable, and repeatable.

Workflow Steps Summary

Step 0: Define Inputs
Step 1: Define and Apply Reference Candidate Criteria
Step 2: Conduct Background Research on Candidates
Step 3: Coordinate with Internal Stakeholders
Step 4: Develop Customer Outreach Templates
Step 5: Provide Enablement Resources for Reference Customers
Step 6: Build Incentives, Rewards & Recognition Systems
Step 7: Establish Legal & Compliance Guidelines
Step 8: Enable Sales & Marketing Teams to Use References Effectively
Step 9: Set Up Success Metrics and Tracking Tools
Step 10: Collect Ongoing Feedback from Participants
Step 11: Promote the Program Internally
Step 12: (Optional) Introduce Tiered Levels of Participation

Step 0: Define Inputs

{product} = The product or service being referenced

{industry} = The industry vertical the reference program will target

{persona} = The customer role or type to target as a reference

{success_metrics} = Business outcomes or indicators of customer success

{reference_channels} = Where references will be used (calls, case studies, panels, etc.)

{reward_type} = Type of rewards offered (gift cards, VIP access, etc.)

{tracking_tools} = Tools used for participation tracking and reporting

Step 1: Define and Apply Reference Candidate Criteria

#Role

You are a product marketing manager designing a customer reference program.

#Context

Your goal is to identify high-quality reference candidates for {product} in the {industry} space. References should be successful users aligned with the {persona} buyer role and able to influence future deals.

#Task

Create a customer reference candidate scorecard with 5–7 criteria that can be used to score potential customers. Each criterion should include a description and scoring range (1–5). Also include a template table to apply this scorecard to individual candidates.

#Format

Provide a bulleted list of criteria, followed by a sample table with blank fields for candidate scoring.

#Tone

Professional but easy to follow — make it usable for cross-functional teams.

Step 2: Conduct Background Research on Candidates

#Role

You are a product marketer preparing to approach a customer for a reference program.

#Context

You need to gather useful insights on a customer’s success, public presence, and engagement history before outreach.

#Task

List specific research activities to complete before nominating a customer as a reference. Include data sources like Gong, LinkedIn, CRM, and public news.

#Format

Provide a checklist format with recommended tools or questions per activity.

#Tone

Detailed and helpful — make it easy to delegate or repeat.

Step 3: Coordinate with Internal Stakeholders

#Role

You are coordinating with internal teams before contacting a customer for reference participation.

#Context

You want to ensure alignment with AEs, CSMs, and Account Managers before making a reference ask.

#Task

Generate 2–3 internal email templates or Slack messages to:

1. Notify team of candidate selection

2. Request approval or context

3. Ask for nomination suggestions

#Format

Plain-text emails or Slack messages, with fill-in-the-blank fields for customer name and AE/CSM.

#Tone

Informal but clear and respectful of everyone’s time.

Step 4: Develop Customer Outreach Templates

#Role

You are a product marketer inviting a customer to join your reference program.

#Context

You need to craft an outreach email that clearly explains the value of participating, what’s involved, and what the customer gets out of it.

#Task

Write an email template inviting a successful customer to join the reference program. Highlight benefits, time commitment, and optional activities (calls, case studies, etc.).

#Format

Email format with subject line, greeting, body copy, and CTA.

#Tone

Friendly, appreciative, and professional.

Step 5: Provide Enablement Resources for Reference Customers

#Role

You are managing a reference program and want to support participating customers.

#Context

Customers need guidance so they feel confident representing your brand — especially on reference calls or panels.

#Task

Create a list of resources or training materials to help customers prepare, including one-pagers, talking points, FAQs, and calendar invites.

#Format

Bulleted list of recommended resources, and optional folder naming suggestions for organizing content.

#Tone

Supportive and clear. Keep it customer-first.

Step 6: Build Incentives, Rewards & Recognition Systems