When Growth Gets Harder, Get Closer to Your Customer

What do you do when the market feels…uncertain?

Most companies pull back. Slow spending. Cut costs. Wait and see. But there's a counterintuitive play that separates the strategic from the reactive: lean in where it counts. According to Bain, companies that maintain or increase customer engagement during uncertain times grew 2.5x faster than competitors when momentum returns. 

As CMO of one of the world's largest innovation consultancies, I watched the pattern repeat. The companies that prepared for market shifts—before the fog rolled in—succeeded not because of big budgets, but because of early action. They invested in key areas before their competitors even sensed change was coming.

The strategy is simpler than you think: invite your best customers to the table and listen.

A customer advisory board is one of the most valuable strategic levers an organization can have in its arsenal. It's your VIP feedback loop—but these aren't just any customers. They're the ones who get what you're building and are invested enough to help shape it.

I saw this play out with a SaaS client in the fintech space—while their competitors were playing it safe and running in hard sales mode, they doubled down on their CAB. Within two meetings, a pattern emerged: their customers weren't asking for more features—they were asking for better onboarding and support to utilize the features they already had. That single insight shifted their entire go-to-market strategy from a product-led to an outcomes-led approach. The result? They maintained 95% retention and they won deals they would have otherwise lost because they could speak to implementation success, not just features. 

Contrast that with a HR tech company I advised that hesitated. They wanted to launch a CAB but kept waiting for 'the right time' and 'more resources.' By the time they finally convened one 18 months later, two of their would-be CAB members had already churned to competitors who had made them feel heard. The cost of waiting? Over $2M in lost ARR and a product roadmap that missed the mark.

Here's why CABs become even more critical when things feel uncertain:

Early insight into market shifts. It’s your customers' reality in real-time. They'll tell you when priorities are changing, budgets are shifting, or new competitors are circling—often months before it shows up in your pipeline. This intelligence is priceless when you need to move fast.

Deeper relationships when competitors play it safe. When other vendors retreat, your CAB signals commitment. You're not just selling—you're listening, partnering, and co-creating. This builds loyalty that lasts well into the future.

Cost-effective innovation pipeline. Instead of guessing what to build next or investing in expensive market research, your CAB tells you exactly where to focus. They validate (or challenge) your roadmap, helping you prioritize the things that will actually drive retention and growth.

Customers become advocates and partners. CAB members don't just give feedback—they become champions for your brand. When you send the right signals, they refer you to peers, support you in renewal conversations, and provide the testimonials and case studies that fuel your sales engine.

Think of a customer advisory board as your strategic compass and innovation engine rolled into one. It replaces guesswork with customer truth, creating a clear path to opportunity and growth— even when the market feels murky.

Not sure where and how to get started? Take a look at EQIQ’s Kickstart Your CAB—Launch Playbook for actionable steps.