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Strategy & Advisory

Trust isn't just a brand benefit. It's a business strategy.

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Overview

Most B2B companies have the ingredients — customers, stories, relationships. What they're missing is the ecosystem that connects them.

We help B2B companies move beyond isolated advocacy efforts and turn customer trust into a strategic advantage — with the right structure, clarity, and team to make customer trust a consistent, measurable driver of revenue.

How we work

We meet you where you are — and build from there.

Trust maturity assessment

Understand where your customer advocacy function stands today — and get a clear, prioritized roadmap for what to build next.

What we examine

Program governance and ownership

Current advocacy motions and gaps

Stakeholder alignment across teams

What you get

Trust maturity score

Prioritised recommendations

Phased roadmap for execution

2–3 weeks · Fixed scope Talk to us →

Advocacy strategy & playbooks

Define your goals, use cases, and success metrics — then document the processes that make each motion repeatable.

What it covers

Advocacy goals, use cases, and where they sit within your broader marketing and business objectives

The advocacy motions that make sense for where you are — reviews, references, CABs, and beyond

How you'll measure success and what good looks like at each stage

What you get

Advocacy strategy document

Playbooks for the initial mix of advocacy activities, such as reviews, references, and CABs

Launch plan, milestones, and ownership map

Follows assessment · Outputs included in engagement Talk to us →

Advisory hours retainer

On-demand access to expert guidance for strategic decisions, blockers, and ongoing strategic optimization

What it covers

Strategic decisions where you need an expert perspective before moving forward

Blockers and challenges that don't fit a fixed project scope — but still need attention

Ongoing advocacy priorities that benefit from a senior strategic lens on a regular basis

What you get

Dedicated hours per month with a senior strategist

Direct access without a full project engagement

Monthly retainer · Flexible scope Talk to us →

Team enablement & program coaching

Change management and training for internal teams, plus 1:1 coaching for the advocacy lead running your customer advocacy function

What it covers

Team track: training and change management for sales, CS, marketing, and leadership

Coaching track: 1:1 sessions for the advocacy lead on strategy, challenges, and growth

What you get

Enablement sessions and training materials per team

1:1 coaching cadence for advocacy leads

A centralized hub — built in your platform of choice — where your team finds every resource, template, and process they need

Ongoing · Flexible cadence Talk to us →

Growth & optimization strategy

Identify where your advocacy function can do more — and build the strategy to get there efficiently

What it covers

Where your advocacy function is underperforming relative to its potential — and why

Which new use cases would generate the most impact given your current maturity and resources

What metrics actually matter for your stakeholders — and how to build a tracking framework around them

What you get

Optimization strategy document

Metrics framework and tracking setup

New use case recommendations with prioritization

Quarterly or project-based Talk to us →

Fractional execution

Embedded specialists owning day-to-day advocacy operations

What it covers

Day-to-day advocacy operations management and execution

Stakeholder coordination and reporting

Process execution and ongoing optimization

What you get

Dedicated advocacy operations capacity

No hiring or onboarding overhead

Scalable up or down by quarter

Monthly retainer · Starting at 80 h/month Talk to us →

Revenue intelligence frameworks

Connect advocacy to pipeline, deal acceleration, and expansion — built in partnership with our Data & Automation team

What it covers

Advocacy-to-revenue attribution model design

Pipeline influence and deal acceleration tracking

Reporting frameworks and metrics tailored by audience

What you get

Attribution model and tracking methodology — delivered by Strategy

Live dashboards and automated reporting — delivered by Data & Automation

C-suite, sales, and marketing reporting views

Project-based + ongoing Talk to us →

Advanced program integrations

Embed advocacy across your entire GTM — from executive programs and Customer Advisory Boards to CS, community, and product alignment

What we define together

Which advanced initiatives make sense for your maturity level — executive advocacy, CABs, awards, community, or lifecycle programs

How advocacy connects to and reinforces what CS, sales, and product are already doing

How to sequence these initiatives without overloading your team or your advocates

What you get

Program design and launch playbooks per initiative

Cross-functional integration map

Governance and operational framework per program

Project-based Talk to us →

Strategy works best when it's not alone

Once your foundation is in place, Customer Content and Data & Automation amplify its impact — turning strategy into execution and execution into measurable results.

Customer Content

Storytelling · Production · Localization

Data & Automation

Intelligence · Reporting · AI workflows

Trusted by +50 customer marketing and advocacy leaders

“Wings4U brings different ideas to the table. So when I was looking for a new vendor, I didn't even consider anyone else except them. I knew well they'd have that unique voice and be reliable.”

Michelle Heimerl
Michelle Heimerl
Manager, Customer Advocacy - Team Lead

“Wings4U has always been a source of people who can jump in quickly, who know the advocacy tools, know the main workflow processes of those leading tools, so that I can rapidly scale operations.”

Jennifer Church
Jennifer Church
Sr. Advocacy Program Manager

“I found Wings4u to be a remarkable partner. Their services function as a force multiplier for our team, significantly increasing our output. I truly enjoy working with them both professionally and personally due to the great results they drive.”

Cache Walker
Cache Walker
Director Customer Marketing

“Wings4U has been an incredible partner for us since day one. They are so easy and great to work with. We are so grateful for their unwavering support and couldn’t have been up and running as quickly without them.”

Jenni Adair
Jenni Adair
Customer Advocacy Director

“Wings4U brings different ideas to the table. So when I was looking for a new vendor, I didn't even consider anyone else except them. I knew well they'd have that unique voice and be reliable.”

Michelle Heimerl
Michelle Heimerl
Manager, Customer Advocacy - Team Lead

“Wings4U has always been a source of people who can jump in quickly, who know the advocacy tools, know the main workflow processes of those leading tools, so that I can rapidly scale operations.”

Jennifer Church
Jennifer Church
Sr. Advocacy Program Manager

“I found Wings4u to be a remarkable partner. Their services function as a force multiplier for our team, significantly increasing our output. I truly enjoy working with them both professionally and personally due to the great results they drive.”

Cache Walker
Cache Walker
Director Customer Marketing

“Wings4U has been an incredible partner for us since day one. They are so easy and great to work with. We are so grateful for their unwavering support and couldn’t have been up and running as quickly without them.”

Jenni Adair
Jenni Adair
Customer Advocacy Director