Executive Customer Advisory Targeting

Customer targeting and segmentation workflow built to identify the right Panorama customers for a client dinner hosted during EDUCAUSE conference week in Nashville. The goal was to strengthen relationships with high-fit, satisfied customers and increase their receptiveness to future expansion across other product lines.

Leadership wanted to host a client dinner during EDUCAUSE to deepen relationships with current customers - specifically Panorama customers, our highest-value product, where satisfaction was highest and upsell potential was strongest. Previous invite lists had been assembled informally through individual suggestions, with no consistent criteria and limited visibility into whether invitees were the right fit.

This project introduced a structured targeting workflow that pulled from CRM customer data and applied defined selection criteria to produce a clean, validated invite list for executive review.

• Invite lists were built through informal suggestions with no documented criteria.
• No filtering existed for satisfaction signals, account size, or product alignment.
• Risk of inviting the wrong contacts - wrong level, wrong product, or low-satisfaction accounts.
• No repeatable process for future conference or advisory events.

• Product Filter - Scoped the candidate pool to current Panorama customers only, targeting the product line with the highest satisfaction and upsell potential.
• NPS Screening - Filtered for customers with strong NPS signals, prioritizing accounts most likely to represent the brand positively and engage constructively.
• ICP Qualification - Targeted Director-level contacts or established primary points of contact - the people leadership actually connected with during the customer relationship.
• Account Size Filter - Excluded small institutions; prioritized larger contract-holding customers with greater expansion potential.
• Deduplication Pass - Removed duplicate institutions and redundant contacts to avoid overlapping invitations.
• Stakeholder Review Output - Final validated list delivered to leadership for review and approval before outreach.

• Salesforce CRM (customer data, NPS, contract records)
• Google Sheets (segmentation, filtering, list output)

• Event: client dinner, EDUCAUSE conference week, Nashville (October 2024)
• Source pool: all current Panorama customers
• Objective: produce a high-fit, validated invite list for executive approval

• Replaced informal invite suggestions with a defensible, criteria-driven selection process.
• Reduced risk of inviting low-fit, low-satisfaction, or wrong-level contacts.
• Produced a validated list leadership could approve with confidence.
• Created a repeatable targeting framework applicable to future conference and advisory events.

• Build a scoring model combining NPS, contract value, and engagement history to rank invite priority.
• Track event attendance and subsequent upsell conversion to measure downstream impact.
• Automate customer data refresh for future EDUCAUSE and conference targeting cycles.

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