Free Planning Guide

The Executive CAB
Launch Planning Guide

How to design and run a C-level Customer Advisory Board in B2B SaaS: member criteria, a 6-month week-by-week calendar, summit run-of-show templates, and the mistakes that will cost you credibility in that room.

ICP and title criteria for executive-level CAB members
6-month planning calendar from kickoff through your second summit
Day 0, Day 1, and Day 2 run-of-show agenda templates
White-glove logistics and experience design principles
Executive onboarding interview questions
The 5 mistakes that undermine credibility with a C-level room
MO
Maria Ogneva Co-founder, Rally Customer Marketing · 15+ years in B2B SaaS customer programs
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What's inside
01 /
Member criteria that actually work
Executive CAB membership is not a reward for loyalty. It's a strategic selection. We give you the full criteria framework: ICP fit, title floor, tenure minimum, health signal thresholds, and diversity targets.
02 /
6-month planning calendar
Phase-by-phase, week-by-week. From the program brief through your second summit, with task lists, owners, and a Done column you can actually use as a tracking checklist.
03 /
Run-of-show templates
Day 0 arrival and welcome reception. Day 1 full meeting day with the 60/20/20 rule applied. Day 2 closing session and next-summit lock. Every time slot, every format note.
04 /
Executive onboarding interview guide
The exact questions to ask every confirmed member before your first summit. These calls are the primary source for your agenda -- and the first act of the advisory relationship.
05 /
White-glove logistics principles
Executives notice every friction point. We cover venue selection, travel coordination, welcome kits, evening activities, and the experience design choices that signal: this program was built for their level.
06 /
5 mistakes that kill credibility
From logistics that fall short to recruiting for loyalty instead of candor. Each mistake is one we've seen undermine real programs -- with specific guidance on what to do instead.