Case Study: Cisco achieves 15,000+ engaged advocates and $7.5M in advocate ROI with Influitive

Cisco - Customer Case Study

Cristina Melluzzi, Global Head of Customer Advocacy at Cisco, was charged with turning a small, reference-only program into a scalable customer advocacy function. When she started, advocacy was virtually unheard of at Cisco and the team had only two people and limited ways to engage customers or support sales.

Cristina built and scaled The Gateway, Cisco’s global advocate community, growing it to 15,000+ engaged advocates and expanding her team from 2 to 18. The program accelerated sales cycles by connecting advocates with prospects, produced user-generated content and product insights for the business, delivered $7.5M in advocate ROI, and earned her industry recognition as Advocate Marketer of the Year.

Cisco

Jessica Highsmith

Global Advocacy Communications Manager