My guess is 90% of advocacy teams live in marketing. That’s because marketing has the budget and if the top priority is to generate leads that's where advocacy probably belongs. At Crimson, advocacy lives in the client services organization alongside support, coaching, professional services and most important the Customer Success team.

I have had the opportunity to manage advocacy programs that lived in marketing and client services and have to say that client services is the place to be. For a new program, it is especially important for advocacy to be close to the people working directly with customers.