CAB Member Fit test: What makes a great customer advisory board member?
Assembling the right mix of customers for your Customer Advisory Board (CAB) is one of the most critical steps in building a program that actually moves the needle. The right members don’t just show up—they shape the future of your business. This stage is worth thoughtful discussion and internal alignment before you put the wheels in motion.
At EQIQ, we’ve guided clients through the process of building high-impact advisory boards—and it all starts here.
Let’s be clear: you want advisors, not just participants. If they’re not strategic, influential, or willing to challenge your thinking, they’re not the right fit.
Here are the traits that signal strong CAB member potential:
The Strategic Thinker
This is the customer who sees the bigger picture. They’re not just focused on their day-to-day—they’re tracking industry shifts and thinking 3–5 years ahead. They bring insight that helps guide your long-term direction.
Fit check: Do they connect the dots beyond their own role or organization? Are they considered a thought leader in their space?
Influential in Their Organization
These individuals have clout. They shape strategy, drive buying decisions, and either sit on the executive team—or have a direct line to someone who does.
Fit check: Can they influence or directly impact your renewal, expansion, or upsell conversations?
Willing to (Respectfully) Push Back
Great CAB members challenge ideas with intent. They’re willing to say, “This won’t land with our team—here’s why,” or “This doesn’t align with our growth plans.” That’s where the real value lies.
Fit check: Have they offered constructive, thoughtful feedback in the past? Do they engage in honest dialogue with your leadership team?
Invested in the Partnership (Not the Perks)
Strong CAB members are here to shape your future—not collect swag. They’re committed to helping you succeed, and they see the board as a shared investment.
Fit check: Are they engaged because they believe in your mission—or because they like the events? Customers with 2+ years working with your team are often easier to validate here.
Communicative and Curious
These members don’t sit back—they show up, ask great questions, and elevate the conversation. They bring energy and thoughtfulness without overpowering the room.
Fit check: Do they light up when discussing industry trends or emerging use cases? Your account team will know if they bring the spark.
Bringing a Diverse Perspective
A balanced CAB reflects different industries, regions, and business models—but also shared levels of seniority and strategic focus. Great boards benefit from diverse thinking, and your members will value it too.
Fit check: Are you selecting for diversity of voice, experience, and market relevance?
Aligned for the Long Haul
You want customers who can grow with you. Avoid recruiting members from fringe use cases or segments that don’t align with your future direction.
Fit check: Are they likely to stay relevant to your business in 12–18 months? Will their perspective still matter as your roadmap evolves?
At EQIQ, we believe the right CAB isn’t built—it’s curated. A strong board reflects your business priorities, inspires forward-thinking conversations, and drives meaningful change. Ready to start building your best CAB yet? Let’s talk.