The program
Run the whole advocacy program in one place.
Building the pool, matching advocates to deals, booking the calls, following up, thanking people and proving what it all returned. The work your team does every week, inside your CRM, with Echo, Orca's Customer Intelligence Agent, running on top of it.
The program toolkit
Everything it takes to run the program.
Build the pool, find the right advocate, keep every customer asset usable, and protect the people who say yes. One place, inside your CRM.
Find the right one
Find the right one
Search or describe the deal. Echo ranks the pool and explains every match, and anyone at their limit is left out.
- Search and filters, or describe the deal in plain English
- Every match scored, with the reason it fits
- Advocates at their limit left out automatically
Matches · Tech Support Inc.
ECHO
B2B SaaS, about 1,400 people, three regions, leaving an on-prem system
94 Willis R. · Cedar Ridge Care
Similar size, same ops rollout, and the same security review ahead.
88 Nora K. · Northwind
Same use case. Talks budget well. Last asked five months ago.
RESTING
Mickey M. · Meridian Health
Two references this quarter already. Back in rotation in 45 days.
WORKIVA
Customer assets
Customer assets
Quotes, stories, reviews and logos, cleared by the customer, findable by the team and tracked to revenue.
- Quotes, case studies, reviews and logos in one library
- Quote and logo rights recorded on every asset
- Pulled into Proof Packs™ and deal rooms, tracked to revenue
Content Library · customer assets
“Rollout took six weeks, not six months.”
Quote · Bluepeak · CLEARED
In 3 Proof Packs™
Cedar Ridge Care: from a homegrown tool to a program
Case study · Cedar Ridge Care
CLEARED
In 2 deal rooms
Review on G2 from Nora K.
Review · Northwind · CLEARED
In 1 Proof Pack™
Northwind logo · Logo · Northwind · AWAITING · Approval sent · CAPTURE · → · APPROVE · → · LIBRARY · → · USE · → · COUNT
Protect and reward
Protect and reward
One fatigue limit across every ask, owner approval on each, and points and thank-yous that keep people saying yes.
- A cap per advocate, counted each quarter
- Cooldowns, open-case holds and owner approval
- Points per activity and thank-yous through your gifting tool
Before the ask · Willis R.
Requested for Tech Support Inc.
CLEAR TO ASK
ONE LIMIT, EVERY ASK
1 OF 3 THIS QUARTER
GUARDRAILS
- ✓ Consent on file for reference calls
- ✓ Cooldown clear since the last call
- ✓ No open support cases
- ✓ Walt F. approved the request
REWARDS
- Reference call +50
- Case study +100
- G2 review +25
- Thank-you sent through your gifting tool
Build the pool
Nominations from anywhere, consent by format, profiles tagged to match deals, and gaps flagged by segment.
- Nominations from the account, Slack, Teams or a call Echo flagged
- Consent captured format by format
- Profiles tagged by persona, use case, industry, region and product
- Gaps flagged by segment before a deal finds them
Advocate profile · Willis R.
Director of Operations · Cedar Ridge Care
SAYS YES TO · Reference calls · Case study · Reviews · Speaking · TAGGED · Healthcare · Operations · Mid-market · North America · NOMINATED BY
Walt F. · CSM, from a call Echo flagged
POOL BY SEGMENT · 1 GAP · Healthcare · 24 · Financial svcs · 16 · Public sector · 3
The reference call
Every reference call, end to end.
The part that eats an advocacy manager's week, run in one flow: from the rep's ask to the credit on the deal.
Approve
Step 02 of 08 · Approve
The owner signs off
The person who owns the customer relationship approves it. Nothing reaches a customer without that.
02 · Approve · Walt F. · Owner · Signs off · Holds for sign-off · Approval · Walt F.
CSM · owns the Cedar Ridge Care relationship
Approved
Reggie J. asked for a reference call with Willis R. for the Tech Support Inc. deal.
Approved by Walt F.
Nothing reaches a customer without the owner's sign-off.
Prep
Step 03 of 08 · Prep
Both sides are briefed
The advocate learns who is on the other side of the call and why it matters. The rep learns who is about to join.
03 · Prep · Gets a brief · Gets a brief · Briefs both · Briefs
Brief for Willis R.
Who you will talk to
Why it matters · Sent
Brief for Reggie J.
Account executive
Who you will meet
Willis R., Cedar Ridge Care
What matters to them
Sent
Book
Step 04 of 08 · Book
The call gets booked
The advocate offers times that work, the prospect picks one, and reminders go to both. Time zones handled. The invite goes out automatically or on a click.
04 · Book · Offers times · Prospect · Picks a time · Reminders, invite · Scheduling
Willis offered three times
Tue · 2:00 PM · Wed · 11:00 AM · Thu · 10:30 AM
Tech Support Inc. picked Thursday
10:30 AM for Willis, 11:30 AM in the prospect's time zone
Reminders to both · Time zones handled · Invite sent automatically
Call
Step 05 of 08 · Call
Customer to customer
Your advocate and your prospect talk, peer to peer, with the brief in hand.
05 · Call · The call · The call · Reference call
Advocate · Cedar Ridge Care
Customer to customer, peer to peer.
Willis is briefed · Reggie is briefed
Follow up
Step 06 of 08 · Follow up
The loop gets closed
When the call time passes, Orca asks the rep whether it happened. Send a survey to the rep, the advocate, the prospect, or all three.
06 · Follow up
Confirms it · Survey · Survey · Asks, surveys · Follow-up
to Reggie J. · after the call time
Your reference call with Willis R. was set for Thursday at 10:30. Did it happen?
Marked as happened · Survey goes to
Thank
Step 07 of 08 · Thank
The advocate is thanked
Points land on their record, and a thank-you goes out through the gifting tool you already use.
07 · Thank · Points, thanks · Gifting tool · Advocate record
Points on the record
+ · 50 · pts · Thank-you
Through the gifting tool you already use
Queued
Credit
Step 08 of 08 · Credit
The program gets credit
The call is tied to the opportunity. When the deal closes, the advocate and the program share the win.
08 · Credit · Deal closes · Shares the win
Ties to the deal
Opportunity · Reggie J.
Closed won
Tied to this opportunity
Reference call with Willis R.
Shared win · Your program · Influence
Step 01 of 08 · Request
Asked where the deal lives
From the opportunity, Slack, Teams or Echo. The deal's context comes with the request.
Who does what · 01 · Request · Reggie J. · Rep · Asks · Orca · Runs the flow · Deal context
Reference request · Asked from · Opportunity · Slack · Teams · Echo · Requested by · Reggie J.Account executive · For the deal · Tech Support Inc.Opportunity · Advocate
Willis R.Cedar Ridge Care
Deal context
Came with the request
“Orca is live, by the way, for AEs and reference calls are happening … heavy endorsement from … the sales leadership.”
Olly Woolrych, Global Advocacy & Community Lead, Employment Hero
Every kind of ask
Not just reference calls.
Case studies, reviews, speakers, an advisory board, press. Each one runs through the same request, approval and fatigue rules, so no customer gets asked for everything at once.
Reference calls
Matched, briefed, booked and followed up, start to finish.
Case studies
From the moment a customer says something worth publishing to an approved story in the library.
Reviews
Review requests for G2 and peer sites, drafted in the customer's own words for the people most likely to say yes.
Speaking & events
Customer speakers for webinars, conferences and user events, requested and tracked like any other ask.
Advisory board
Members, sessions and what they told you, in one place next to the rest of the program.
PR & press
Customers cleared for a press quote or a media panel, before anyone picks up the phone.
Video & podcasts
Testimonial videos and podcast guests, sourced from the same pool with the same consent.
Analyst references
References for analyst evaluations, matched by product, industry and region.
- Request From the deal, Slack, Teams or Echo
- Owner approval The relationship owner signs off
- Fatigue limit One limit across every kind of ask
Run something else? Add your own kinds of asks, each with its own form, approvals and follow-up.
“Massive, massive noise in the last three weeks about our positioning in three recently released Magic Quadrants. That has only happened because the Orca program has helped us to find the right customer at the right time to speak to an analyst, to complete a survey … That's just one example.”
Huw Wigley, Customer Advocacy Manager, SUSE
Prove it
Show what the program returned.
Program dashboards for the QBR and credit on every deal, in the reports your leadership already reads.
The dashboards
- Revenue with advocates attached
- Win rate with and without an advocate
- Time to fulfill a request
- Pool coverage by segment
- Usage by team
- Content influence
“We really needed a tool to automate advocate request, fulfillment, and tracking processes, and Orca has done exactly that. The main value of Orca for me is the amount of time that I have been able to save, tracking, and fulfilling reference requests for our sales team.”
Sarah Howell, Senior Customer Marketing Manager, Advocacy, Checkr
Workiva
“Orca has transformed how we manage references. What used to take over a week now happens in a day, and we're just getting started.”
John Scallon, Director of Customer Success, Workiva
BMC
“We were just talking about how we're going to keep our advocate pool up to date. This is how we do it. Echo lets us leverage the power of every customer-facing employee.”
Brittany Mullen, Senior Director, Customer Advocacy & Engagement, BMC
Syncron
“What ultimately sealed the deal wasn't just the technology. It was the people behind it. I knew my success would be their success, and that gave me huge confidence.”
Gemma Brown, Head of Customer Marketing, Syncron
Employment Hero
“I've been on board since day one with Orca providing us the A to Z. It makes no sense to build all this content in Orca and then run deal rooms on a totally different platform.”
$5.9M influenced revenue since 2023
Checkr
~2x win rate on advocate-backed deals
Checkr · 1.9 days
from request to reference, down from over a week
Workiva
194% of goal: $3.4M influenced revenue against a $1.75M goal
Vanta
200+ reps self-serving references · Vanta
Where you work
No new tab. No new habit.
The program runs where each person already works, so the people you need actually take part.
Slack and TeamsWalt F. · CSMRequest, nominate and approve without leaving the conversation.
Direct message · Walt F.
APP · 9:41 AM
Reggie J. wants Willis R. of Cedar Ridge Care for a reference call with Tech Support Inc.
1 of 3 asks used this quarter
No open support cases
SAME IN TEAMS
EmailWillis R. and the prospectAdvocates offer times, prospects book, and both hear back by email. No login to create.
Email · To the prospect · To · Subject
Your call with Willis R.
Willis offered three times. Pick one and the call is booked.
Times show in your time zone.
NO LOGIN TO CREATE
Echo, on topEveryone aboveEverything above, started before anyone asks.
ON TOP
- SpottedTech Support Inc. became an opportunity
- MatchedWillis R. of Cedar Ridge Care
- Draftedthe request, ready for Reggie J.
Everything above, started before anyone asks.
Opportunity · Your CRM · Tech Support Inc.
Owner · Reggie J.
EVALUATION · REFERENCES (1) · ADVOCACY · Willis R. · Cedar Ridge Care · Draft from Echo · ON THE OPPORTUNITY
FAQ
Switching from another tool?
The five questions teams ask before they move their program over.
Can we move off the advocacy tool we use today?
Yes. Orca has migrated customers off legacy advocacy platforms and spreadsheets, and your advocate records come with you.
Do advocates or prospects need a login?
No. Advocates and prospects work from email: offering times, booking the call and hearing back, without signing in anywhere.
Who runs it day to day?
Ownership is shared, the way your go-to-market is. GTM leadership sets the goals, operations connects the data and owns setup, and marketing, sales and CS each run their own requests and workflows. Your CRM admin installs the managed package and sets permissions.
Can we add our own kinds of asks?
Yes. Every org defines the activity types it runs, each with its own form, approvals and follow-up, and every one counts toward the same fatigue limits.
How long does it take to get started?
Most teams start with a small set of CRM fields and the asks they already run, then add more from there.
Watch one request go from the ask to the credit.
Thirty minutes with your own data, in your own CRM.