If you’re wrangling customer reference content in Point-of-reference, you already know: nothing gets old faster than a stale customer story. Whether you manage references for sales, marketing, or customer success, outdated info wastes time, erodes trust, and makes your whole operation look sloppy. This guide is for anyone tasked with keeping customer references up-to-date and actually useful—not just for show.
Below, you’ll find no-nonsense best practices for updating and managing your customer reference content in Point-of-reference. You’ll get real advice, pitfalls to avoid, and a few shortcuts that’ll save you from headaches later.
1. Start With a Real Audit (Don’t Just Assume)
Before you update anything, you need a clear picture of what you actually have—and what’s broken. It’s tempting to just jump in and start editing, but you’ll miss gaps and duplicates.
- Export your current content list. Use Point-of-reference’s export tools (CSV or Excel is fine) to see everything in one place.
- Check the basics: Last updated date, customer name, status (active/inactive), and usage stats if you have them.
- Look for “zombie” references: Think outdated contacts, companies that no longer use your product, or stories that don’t match your current messaging.
- Mark duplicates and contradictions. If you have three “flagship” stories for the same customer, pick the strongest and archive or merge the others.
Pro tip: If you can’t get a full export or audit easily, that’s a sign your process (or tool setup) needs work. Don’t ignore it—make a note to fix after you get through this round.
2. Set a Reasonable Update Schedule
Many teams try to update everything quarterly. It sounds good in meetings but rarely happens. Instead, set realistic check-ins based on how often your references actually change.
- High-visibility references: Update quarterly or after major product releases.
- General pool: Twice a year is usually fine. Don’t overpromise.
- Trigger-based updates: If a customer changes logos, gets acquired, or launches a big new initiative, update ASAP.
- Assign ownership: Make sure someone is actually on the hook. “We” means “no one” when it comes to accountability.
What to skip: Ignore the urge to update everything for the sake of it. Focus on the stuff sales or marketing actually uses.
3. Make Updates Easy—Standardize Your Fields
If every reference has a different set of fields, updates become a slog. Standardize what you track, and don’t overcomplicate.
Key fields to keep consistent: - Customer name and logo (with clear usage rights) - Industry/vertical - Solution or product used - Reference type (quote, case study, video, etc.) - Last verified date - Contact person (if applicable, with opt-in status) - Internal notes (context for your team only)
Nice-to-have, not must-have: - Impact metrics (but only if you can keep them accurate) - Links to external coverage or awards
Skip: Don’t track every possible detail “just in case.” You’ll create busywork and confusion.
4. Prioritize for Impact (Don’t Treat All References Equally)
Some references are just more valuable than others. Focus your effort where it matters.
- Top sales assets: Start with what salespeople actually send to prospects.
- High-traffic content: Anything featured on your website or in marketing campaigns.
- References in regulated or fast-changing industries: These age fast—keep them fresh or retire them quickly.
- Customers willing to speak live: Their references need to be squeaky clean and current.
Let the rest age out gracefully. If a reference hasn’t been used in a year and no one misses it, it’s probably safe to archive or delete.
5. Use Point-of-reference Features (But Don’t Rely on Automation Alone)
Point-of-reference has some nice tools—filters, status tracking, reminders—but don’t expect automation to do all the thinking for you.
- Set up status fields: “Needs update,” “Active,” “Archived,” etc. Use them religiously.
- Use reminders, but don’t overdo it: Monthly pings become noise fast. Set reminders for your top 10-20% most-used references.
- Leverage filters: Make it easy to pull up references by industry, product, or recency.
Caution: Automation can keep you organized, but it won’t catch nuance. A customer might rebrand or have a big news event—software won’t always flag that.
6. Document Your Update Process (So It Survives Staff Turnover)
It sounds boring, but a basic checklist or SOP saves you from reinventing the wheel every time someone leaves or goes on vacation.
- Write out the steps: How to review, update, and archive references in Point-of-reference.
- Share with your team: Don’t keep it in your head.
- Include “what good looks like”: Show examples of up-to-date vs. outdated content.
- List key contacts: Who to ask if you run into questions about specific customers.
Skip: Don’t create a 30-page manual. One page or a shared doc is enough.
7. Get Fresh Approvals (But Don’t Overburden Customers)
Customers are busy. Only reach out for re-approval when you actually need to—like if the reference is public-facing, or if there’s been a major change.
- Stick to opt-ins: Only use named references if you have clear, current permission.
- Batch your asks: If you need updated quotes or approvals, do it in one round, not piecemeal.
- Don’t pester dormant customers: If they’re not engaged, consider sunsetting their reference instead of chasing them endlessly.
Pro tip: Frame the ask as a chance for the customer to update their story or highlight new wins. It’s more appealing than “Can you approve this again?”
8. Archive, Don’t Just Delete
Even outdated references can have value for internal training or historical context. Use Point-of-reference’s archiving features instead of hard-deleting unless there’s a legal or privacy reason.
- Label clearly: Archived references shouldn’t show up in standard searches.
- Review periodically: You might find old references that can be revived with a quick update.
- Protect privacy: Remove sensitive details from archived records if customers have left or changed their status.
9. Avoid Common Pitfalls
- Don’t confuse quantity with quality: Twenty “meh” references aren’t as good as five strong, current stories.
- Don’t make updates a solo sport: Involve sales, marketing, and customer success in reviewing and flagging content.
- Don’t let the tool drive your process: Point-of-reference is a means to an end. If the workflow feels clunky, adjust it, not your standards.
10. Keep It Simple—And Iterate
The best process is the one you’ll actually follow. Start with the basics: keep your top references updated, document your process, and set a realistic schedule. Don’t get lost chasing edge cases or building a perfect system. Once your basics are solid, tweak and improve as you go.
Remember: Outdated, confusing, or unused references are just digital clutter. Focus on what helps your team win deals or tell a compelling story, and let the rest fade into the background. Update, archive, repeat—just keep moving forward.