A Customer Advisory Board is a strategic forum where your most valuable customers provide direct feedback on your products, services, and business direction. CABs help validate strategies, strengthen relationships, and gain competitive insights that drive measurable business growth.
Introduction
This assessment is designed for senior leaders, executive sponsors, and C-suite executives who are evaluating whether now is the right time to invest in a Customer Advisory Board. If you're wondering whether a CAB aligns with your current strategic priorities and timing, these six key questions will help you assess readiness, opportunity, and potential impact.
Time to complete: 2-3 minutes
Executive Assessment: Is It Time to Launch a Customer Advisory Board (CAB) - Questions
Instructions: Answer each question with a simple YES or NO based on your current business situation.
1. Are you seeking structured customer feedback to validate your current product roadmap or go-to-market strategy?
Consider whether you need strategic validation beyond standard customer surveys or support tickets.
2. Are your top-tier customers expressing interest in deeper strategic collaboration or more executive face time?
Think about recent requests for executive meetings, advisory roles, or strategic partnership discussions.
3. Are you preparing for a major business milestone such as a product launch, market expansion, rebrand, or IPO?
Major transitions benefit significantly from trusted customer insights and validation.
4. Have you received conflicting signals from customers about your roadmap, competitive position, or service delivery?
Mixed feedback often indicates the need for deeper, more structured customer dialogue.
5. Do you want to build stronger relationships with key customers outside of traditional sales cycles?
Consider whether you need ongoing strategic touchpoints beyond transactional interactions.
6. Do you have quantitative customer data but need qualitative insights to understand the "why" behind the numbers?
Think about whether you need deeper conversations to validate what your data is telling you.
Your Customer Advisory Board Readiness Score
5-6 YES answers: Ready to Launch
You're primed for CAB success. Your timing is excellent, and you have clear strategic drivers. A CAB will deliver immediate value by addressing your current business challenges while strengthening customer relationships.
Next Steps for Ready to Launch a Customer Advisory Board
Begin identifying ideal CAB members from your customer base
Secure executive sponsorship and budget allocation
Develop your CAB charter and meeting framework
3-4 YES answers: Almost Ready for a Customer Advisory Board
You're close to CAB readiness. With proper planning and executive alignment, a Customer Advisory Board could deliver significant value. Focus on addressing any remaining strategic questions.
Next Steps for Almost Ready for a Customer Advisory Board
Gain full executive team alignment on CAB objectives
Conduct customer interviews to validate interest
Develop a detailed implementation plan
1-2 YES answers: Consider a Pilot
Test the waters first. A CAB pilot program or executive coaching session could help you build internal support and validate feasibility before full commitment.
Next Steps for Consider a Pilot Customer Advisory Board
Consider CAB consulting to assess organizational readiness
Run a small pilot with 3-4 key customers
Build internal case for CAB investment
0 YES answers: Focus on Foundations
It may not be the right time yet. Focus on strengthening customer listening capabilities and engagement through other channels before launching a formal CAB.
Next Steps for Focus on Foundations
Implement regular customer feedback mechanisms
Strengthen account management processes
Revisit CAB consideration in 6-12 months
Why This Assessment Matters
Customer Advisory Boards deliver measurable results when launched at the right time with proper preparation. Companies with successful CABs report:
40% faster product development cycles
25% higher customer retention rates
60% more accurate market positioning
Strategic customer advocates who actively promote your brand and defend against competitive threats
The key is launching when you have clear strategic drivers and organizational readiness.
Ready to Take the Next Step?
Get Your Personalized CAB Strategy Session. Based on your assessment results, we can help you develop a customized approach to launching or optimizing your Customer Advisory Board.
