[Webinar] Inside the Google CAB Program – Evolving Customer Advisory Boards

How did Google Cloud transform advisory boards into a trusted C-level community of strategic influence? Google Cloud has created a highly engaged, invitation-only group of CxO leaders who bring candid insight, form lasting peer connections, and drive business impact. These aren’t just one-off meetings. They’re year-round, strategic programs built on trust, relevance, and continuous value exchange. Watch this session with Liz Lan, Lead, Customer Advisory Boards at Google Cloud. She talks about how her team evolved the CAB experience from 65 members to 25, to deepen customer relationships and turn members into true strategic partners and advisors. _________________________________________________________ Video Chapters: 00:00 Welcome and Housekeeping 02:21 Liz's Introduction 02:48 Overview of the Google Cloud CAB Program 03:41 Evolving the CAB: From 65 to 25 Members 09:35 C-level Member Recruitment 10:36 Building the Cohort - Scaling Down from 65 (to Zero) to 25 14:31 Year-Round CAB Engagement and Deep Dives 17:46 Factors to Identify the Ideal Members 18:38 CAB Cohort Titles - Focus on Roles and Responsibilities 19:39 Recruitment and Member Tenure 21:54 How to Handle Excluding Clients from CAB 23:05 Meeting Cadence Early On 23:46 In-person Meeting Duration 24:09 Who at Google Drives Deep Dives 25:02 Year-Round CAB Engagement - Google Cloud Next + Member Interviews 27:08 CAB Program Management Team 27:21 Going Beyond Just Feedback to a Highly Interactive Experience 31:04 Tracking CAB Member Feedback + Closing the Feedback Loop 33:00 Meeting Topics - How to Keep them Fresh 34:37 Mutual Value Exchange 36:48 Measuring Impact and Closing Feedback Loops 39:00 Final Advice and Key Takeaways _________________________________________________________ Looking for CAB resources? Visit https://www.igniteag.com/resources and https://www.igniteag.com/blog Want help with your advisory board program? We can help you design, launch, manage, and facilitate a best-in-class advisory board program. Let's talk. Schedule a call with an Ignite CAB expert at https://www.igniteag.com/contact _________________________________________________________