Requests of customers from business units

Andy Chandler

Hi everyone,
I wondered if anyone has a good system they have in place for small-mid size start-ups on controlling/funelling the asks of the business from customers.  It's great to get customers involved but with sales asking for reference calls, marketing asking for appearances on panels, product asking for UX interviews, sales enablement asking for case studies, it can end up asking customers to help us be successful more than the other way round.
I'm working on making sure the asks are in the beats of the customers (EBRs), rather than ours (it's a pet peeve when a marketing department asks to find someone for a panel in 2 days time) but also does anyone have a good system in place to monitor and help?
Thanks