A founder, RevOps leader, customer marketing manager or sales operator can own the programme alongside other responsibilities. The important requirement is that someone can make decisions and ensure the workflow does not stop between teams.
The programme needs target selection, connector validation, approved requests, drafting, follow-up and attribution. Some tasks can be automated; others require a customer relationship owner or salesperson's judgement.
Document where handoffs happen. If a customer says yes, who supplies the note? If the introduction arrives, who responds? If a connector declines, who updates the record?
For a small programme, a shared tracker and regular review may be enough. As volume and sources grow, software or a managed service can reduce coordination work.
Orbb's Referral Agent is relevant when you want that execution support. Confirm what it owns and what remains with your team rather than assuming the service eliminates all internal participation.
Review pending requests, meetings and qualification regularly. Without visible ownership, automation can simply make a larger list of unfinished tasks.