How do you embed lifecycle strategies into RMOS™?

You embed lifecycle strategies into RMOS™ by first defining shared lifecycle stages (from unaware to advocate), then mapping each stage into the operating system—strategy, data, tech, content, orchestration, and measurement. Codify those decisions in playbooks, SLAs, workflows, and dashboards so every campaign, channel, and handoff is designed, executed, and optimized against lifecycle movement—not just activity volume.

What Matters When You Lifecycle-Enable RMOS™?

Shared Lifecycle Language — Align marketing, sales, and customer success around one set of stages, entry/exit criteria, and KPIs so RMOS™ runs on the same blueprint.

Stage-Centric Architecture — Design data models, routing rules, and scoring logic so contacts and accounts can reliably move from engaged to qualified to opportunity to expansion.

Operational SLAs — Turn lifecycle intent into response times, follow-up cadences, and disposition rules that are enforced in CRM, MAP, and RMOS™ workflows.

Content & Nurture by Stage — Build programs, offers, and cadences that are explicitly designed to move people one stage forward—never “one-size-fits-all nurture.”

Lifecycle Measurement — Instrument dashboards for conversion, velocity, and volume at every stage so you can see where RMOS™ is stuck and why.

Governance & Change Management — Treat lifecycle as a product: owners, backlog, change process, and training so it stays current as GTM evolves.

The Lifecycle-Embedded RMOS™ Playbook

Use this sequence to integrate lifecycle strategy into every layer of RMOS™—from definitions and data to orchestration and dashboards.

Define → Map → Architect → Orchestrate → Enable → Measure → Optimize

Define the lifecycle: Agree on stages (e.g., Unaware → Known → Engaged → MQL → SQL → Opportunity → Customer → Expansion/Advocate), entry/exit criteria, and ownership for each stage.
Map into RMOS™: Tie each stage to RMOS™ components—strategy, audiences, offers, channels, data, and analytics—so the lifecycle becomes the spine of your operating model.
Architect data & tech: Implement lifecycle fields, scoring models, routing rules, and status codes in CRM/MAP so movement is system-enforced, not spreadsheet-driven.
Orchestrate programs: Design always-on journeys (nurtures, outbound sequences, success plays) that are explicitly stage-based, with clear triggers and stop rules.
Enable teams: Codify lifecycle rules in playbooks and SLAs; train marketing, SDRs, sales, and CS on when and how to engage at each stage.
Measure performance: Build RMOS™ dashboards to track conversion, velocity, leakage, and influenced revenue by stage, segment, and channel.
Optimize continuously: Use data to refine definitions, offers, and handoffs. Promote successful plays into RMOS™ standards; retire what no longer works.

Lifecycle-Enabled RMOS™ Maturity Matrix

Capability	From (Ad Hoc)	To (Operationalized)	Owner	Primary KPI
Lifecycle Definition	Multiple, conflicting funnel models across teams	Single, documented lifecycle with entry/exit criteria built into RMOS™	RevOps / Marketing Ops	Lifecycle Adoption %
Data & Tech Alignment	Stages tracked in slides and spreadsheets	Lifecycle fields, scoring, routing, and SLAs automated in CRM & MAP	Marketing Ops	Stage Data Accuracy
Governance & SLAs	Informal rules; inconsistent follow-up	Documented SLAs with alerts and dashboards for compliance	RevOps / Sales Leadership	SLA Compliance Rate
Campaign Orchestration	Isolated campaigns, list-based blasts	Always-on, stage-specific journeys aligned to lifecycle KPIs	Demand Gen / Lifecycle Marketing	Stage-to-Stage Conversion
Measurement & Insight	Channel metrics with limited lifecycle view	Revenue dashboards with volume, velocity, and leakage by stage	Analytics / Business Intelligence	Pipeline Velocity
Culture & Adoption	Lifecycle is “a marketing thing”	Lifecycle is the shared language for GTM planning and performance	CRO / CMO	Cross-Functional Adoption

Client Snapshot: Lifecycle + RMOS™ at Scale

A global provider used RMOS™ to standardize lifecycle stages and SLAs across business units, then operationalized those rules in their marketing automation platform and CRM. In partnership with The Pedowitz Group, Comcast Business transformed lead management and optimized marketing automation to help drive $1B in revenue. The common thread: a lifecycle-first operating model that RMOS™ could enforce and scale.

When lifecycle strategy lives inside RMOS™—not just in decks—you get consistent handoffs, predictable pipeline creation, and clearer insight into where to invest next.

Frequently Asked Questions about Lifecycle & RMOS™

Is a lifecycle the same as a funnel?

Not quite. A funnel is often a static view of volume by stage. A lifecycle adds definitions, ownership, SLAs, and movement rules so you can actively manage how people and accounts progress through RMOS™.

Where should we start embedding lifecycle into RMOS™?

Start with definitions and data. Align on stages and criteria, then ensure your CRM and MAP can reliably track and update those stages. Once the backbone is in place, layer in programs, SLAs, and dashboards.

How does RMOS™ support both net-new and customer lifecycle?

RMOS™ is flexible enough to support acquisition, expansion, and retention. You can define separate, connected lifecycles for prospects and customers, then map specific plays and metrics to each path.

What if sales and marketing don’t agree on stages?

Use lifecycle working sessions to co-create definitions, then anchor them in RMOS™ governance. Once stages are tied to routing rules, SLAs, and compensation, they become part of how both teams work—not just theory.

How often should we revisit our lifecycle model?

At minimum, review lifecycle definitions and SLAs annually, with quarterly checks on performance. If you significantly change GTM strategy, product, or segments, schedule a dedicated lifecycle and RMOS™ review.

How long does it take to embed lifecycle into RMOS™?

Many organizations see a first “good enough” lifecycle embedded in RMOS™ within 8–12 weeks, then iterate. The key is starting small—priority segments and routes—before expanding to the full GTM universe.

Operationalize Lifecycle Marketing with RMOS™

We’ll help you define, embed, and measure lifecycle strategies so RMOS™ becomes a true engine for predictable revenue.

Take the Revenue Marketing Assessment See the Comcast Business Case Study

Explore More

Key Principles of Revenue Marketing What Is Revenue Marketing? (RM6™ Insights) Revenue Marketing Dashboard Metrics & Playbooks

How Do You Embed Lifecycle Strategies into RMOS™?

What Matters When You Lifecycle-Enable RMOS™?

The Lifecycle-Embedded RMOS™ Playbook

Define → Map → Architect → Orchestrate → Enable → Measure → Optimize

Lifecycle-Enabled RMOS™ Maturity Matrix

Client Snapshot: Lifecycle + RMOS™ at Scale

Frequently Asked Questions about Lifecycle & RMOS™

Operationalize Lifecycle Marketing with RMOS™

Get in touch with a revenue marketing expert.

Send Us an Email

Schedule a Call

Solutions

Resources

About TPG