I help B2B companies turn customer relationships into buyer confidence.

My philosophy is simple: You don't get advocacy by asking for favors. You get it by creating value-based experiences that make your customers want to advocate.

With two decades of experience at Oracle, Skyhigh Security, and global technology leaders, I’ve led programs that generated hundreds of acts of advocacy. I’ve seen firsthand that when you strengthen enterprise relationships, you deliver the kind of customer evidence that actually moves late-stage pipeline.

My work focuses on designing systems that align evidence, influence, and engagement — the core principles behind the Kindle → Spark → Ignite framework.

The result: Customers who feel recognized, connected, and proud to champion your brand.

When customers feel valued, advocacy becomes a natural outcome, not a transactional request. Let's talk about how to make that shift for your team.

— Craig Johnson, Founder