How Do You Build a Culture That Values VoC?
You build a culture that values voice of the customer by making customer insight visible, rewarded, and non-negotiable in how you plan, prioritize, and measure revenue performance—across marketing, sales, CS, and product.
Build a culture that values VoC by treating customer insight as a strategic asset, not a side project: define clear VoC outcomes, make them visible in dashboards and rituals, and tie leadership behavior, incentives, and decisions to what customers are actually saying and doing. Equip every role with simple ways to capture and use VoC, close the loop visibly, and bake these practices into your revenue marketing operating model.
What Matters Most for a VoC-Centric Culture?
The VoC Culture Building Playbook
Use this sequence to move from “we collect feedback” to “customer voice shapes how we operate and grow the business.”
Define → Signal → Embed → Enable → Reward → Measure → Evolve
- Define what “valuing VoC” means for you. Clarify the behaviors and outcomes you expect: leaders asking for customer insight, teams using VoC in decisions, and measurable improvements in experience and revenue.
- Signal from the top. Ensure executives regularly reference VoC themes, customer stories, and revenue marketing metrics in town halls, strategy docs, and decision meetings.
- Embed VoC into operating rhythms. Make VoC a standing agenda item in QBRs, GTM reviews, roadmap sessions, and campaign retros. Require customer evidence in business cases and prioritization.
- Enable every role to contribute. Provide simple playbooks and tools for marketing, sales, CS, and product to capture feedback in the flow of work and translate it into experiments, plays, and improvements.
- Reward customer-centric behavior. Align performance reviews, recognition programs, and leadership opportunities with how people use VoC to improve outcomes, not just hit short-term targets.
- Measure VoC and cultural progress. Track VoC KPIs alongside revenue metrics, and measure internal adoption: who uses dashboards, submits insights, and participates in VoC initiatives.
- Evolve as your revenue marketing matures. As your RM6™ maturity grows, deepen how VoC drives segmentation, positioning, offers, and lifecycle plays—so culture and capability advance together.
VoC Culture Maturity Matrix
| Capability | From (Ad Hoc) | To (Operationalized) | Owner | Primary KPI |
|---|---|---|---|---|
| Leadership Behavior | Customer talk limited to NPS slides | Executives routinely ask “What are customers telling us?” before key decisions | CEO / ELT | Leader VoC References in Key Meetings |
| VoC & Revenue Metrics | VoC dashboards live in a separate CX tool | VoC metrics integrated into revenue marketing dashboards | RevOps / Analytics | VoC Metrics Used in Reviews |
| Operating Rhythms | VoC used in occasional special projects | VoC themes reviewed in GTM, CS, and product cadences | PMO / Strategy | Meetings with VoC on the Agenda |
| Incentives & Recognition | Comp plans focus on volume and activity | Performance and recognition tied to customer outcomes and VoC-driven improvements | HR / Finance / RevOps | % Roles with VoC in Scorecards |
| Psychological Safety | Bad news gets buried | Teams feel safe surfacing negative feedback and systemic issues | People Team / ELT | Employee Confidence in Raising Issues |
| Closed-Loop Practices | Changes rarely traced back to VoC | Teams and customers see what changed because of feedback | VoC Council / CX | VoC-Influenced Initiatives & Revenue |
Client Snapshot: Making VoC Central to Revenue Marketing Decisions
A global B2B brand shifted from occasional surveys to a VoC-driven revenue marketing culture. By integrating customer themes into lead management, nurture strategy, and success motions—and surfacing those insights in shared dashboards—they improved conversion, retention, and customer advocacy. Explore how VoC and revenue discipline come together in our Comcast Business case study and see what modern revenue marketing looks like when customer voice is at the center.
A culture that values VoC doesn’t just listen—it changes how you plan, invest, and execute. When customer voice shapes your revenue marketing system, growth becomes more predictable and more durable.
Frequently Asked Questions About Building a VoC Culture
Make VoC the Engine of Your Revenue Marketing Culture
We help organizations connect customer voice to revenue marketing discipline—so your teams, metrics, and rituals all reinforce the same customer-first culture.
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