This article critiques common misconceptions about Customer Advisory Boards (CABs) in B2B companies. It emphasizes the need for diverse CAB types tailored to specific goals, highlighting the risk of relying on a small group of customers that may not represent the broader customer base.

Many B2B companies neglect the critical "middle child" phase of the customer lifecycle, focusing primarily on onboarding and renewal. This period, where engagement typically declines, can lead to lost opportunities and customer churn. To address this, companies should implement strategies such as creating a value roadmap, milestone-triggered communications, and a "second onboarding" experience to maintain engagement and drive growth.