How Do Advocacy Programs Support the Revenue Marketing Operating System™ (RMOS)?
Advocacy converts customer outcomes into repeatable demand, accelerated deals, and lower CAC across RMOS. When you operationalize reviews, references, communities, and stories, you fuel every motion in Strategy → Demand → Pipeline → Revenue → Expansion.
In RMOS, advocacy is a growth engine—not a “nice-to-have.” It turns verified outcomes into proof that powers awareness (social proof), conversion (references, reviews), and expansion (peer playbooks). Mature programs track advocate-sourced pipeline, win-rate lift with proof, cycle-time reduction, reference burn, review velocity, and community health, feeding dashboards and budget decisions.
Where Advocacy Amplifies RMOS
The RMOS Advocacy Playbook
Stand up advocacy as a governed, measurable motion that fuels every RMOS stage.
Identify → Codify → Activate → Orchestrate → Prove → Expand → Govern
- Identify advocates: Mine NPS, CSAT, usage depth, outcome attainment, and communities to build a candidate pool.
- Codify proof: Create case studies, quotes, short videos, review requests, and ROI snapshots tied to ICP and use cases.
- Activate channels: Publish to site, review platforms, social; set reference processes with SLAs and incentives.
- Orchestrate with RevOps: Auto-match stories to accounts by industry/size; embed proof in sequences and enablement.
- Prove impact: Attribute stories/references to pipeline, win rate, cycle time, and ACV; report monthly to RMOS council.
- Expand community: Launch customer groups, councils, and peer programs; reward contributions and close feedback.
- Govern capacity: Track reference “burn,” refresh cadences, and compliance; protect advocate experience.
Advocacy Capability Maturity Matrix (Inside RMOS)
| Capability | From (Ad Hoc) | To (Operationalized) | Owner | Primary KPI |
|---|---|---|---|---|
| Advocate Sourcing | Manual asks, sporadic | Signals-based pool from NPS/usage/outcomes | CS Ops/Marketing | Advocate Pool Size, Opt-in % |
| Proof Factory | One-off PDFs | Repeatable case/quote/video/review pipeline | Content/Brand | New Proof Assets/Month, Refresh % |
| Reference Ops | Untracked favors | Routed references with SLAs and burn control | RevOps | Cycle Time Δ with Reference, Burn Rate |
| Community & Councils | Ad hoc groups | Programmed cohorts, councils, peer enablement | Customer Marketing | Active Members, Event Attd., Topics→Roadmap |
| Attribution & Reporting | Anecdotes | Story→Pipeline/ACV/Win attribution in dashboard | Analytics/RevOps | Advocate-Sourced/Influenced $ |
| Compliance & Consent | Informal approvals | Signed release, brand/legal checks, update SLAs | Legal/Brand | Approved Assets %, Incident-Free Rate |
Snapshot: Advocacy That Accelerates Revenue
Proof removes risk. See how an enterprise used governed stories and references to compress sales cycles and grow pipeline: Transforming Lead Management: How Comcast Business Optimized Marketing Automation and Drove $1B in Revenue · Execution & Playbooks: What Metrics Belong in a Revenue Marketing Dashboard?
Anchor advocacy inside your operating model. Review the Key Principles of Revenue Marketing and align with What Is Revenue Marketing? Pedowitz RM6 Insights.
Advocacy & RMOS — Frequently Asked Questions
Operationalize Advocacy Inside RMOS
Benchmark your maturity, stand up a proof factory, and route references with attribution in your revenue dashboard.
Revenue Marketing Assessment (RM6) Revenue Marketing eGuide