How to Embed Advocacy into the RM6™ “Customer” Pillar
In RM6™, the Customer pillar turns satisfied users into public champions. Bake advocacy into onboarding, success, and community so reviews, references, and referrals become a predictable growth motion—not a last-minute scramble.
To embed advocacy in the RM6™ Customer pillar, operationalize it as a lifecycle program: define persona outcomes, instrument milestone signals (activation, time-to-value, NPS/CSAT), and trigger review, reference, and referral asks at the right moments. Route captured proof (quotes, wins, case studies) into ABX, SDR, and paid channels with governed tagging and usage KPIs.
What Embedding Advocacy Looks Like in “Customer”
The RM6™ “Customer” Advocacy Playbook
Wire advocacy into customer motion so proof and referrals scale with usage and outcomes.
Define → Instrument → Orchestrate → Prove → Ask → Amplify → Expand → Govern
- Define outcomes & personas: Document role- and industry-specific value moments and advocacy eligibility rules.
- Instrument signals: Track activation, feature adoption, support health, and NPS/CSAT. Normalize in CRM/MAP.
- Orchestrate lifecycle: In-app guides, success emails, and CSM plays aligned to milestones.
- Prove value: Before/after recaps and ROI snapshots; secure permissions for quotes and logos.
- Ask at the moment: Trigger precise review/reference/referral requests post-milestone with caps.
- Amplify proof: Route case studies and quotes to ABX, SDR sequences, and retargeting.
- Expand usage: Personalize cross-sell and integration recommendations from demonstrated outcomes.
- Govern monthly: Score plays by review conversion, referral pipeline, win-rate lift, and time-to-first-advocacy.
RM6™ Customer Pillar: Advocacy Capability Maturity
| Capability | From (Ad Hoc) | To (Operationalized) | Owner | Primary KPI |
|---|---|---|---|---|
| Signals & Identity | Scattered data | Unified usage/NPS/CSAT tied to account & persona | RevOps | Signal Coverage %, Data Freshness |
| Journey Orchestration | Generic comms | Persona- and milestone-based plays | Customer Marketing / CS | Activation %, TTFV |
| Advocacy Engine | One-off asks | Automated review/reference/referral triggers with caps | Customer Marketing | Advocacy Conversion %, Time-to-First-Advocacy |
| Proof Management | Untracked assets | Tagged stories/quotes mapped to ABX use cases | Enablement/Marketing Ops | Asset Usage, Win Rate Lift |
| Community Programs | Ad hoc events | Regular user groups, betas, and councils | CS/PMM | Advocate Count, Retention |
| Governance | Occasional reviews | Monthly RM6 council reallocates budget by proof impact | Leadership | Referral Pipeline $, Net Expansion % |
Client Snapshot: Advocacy as a Growth Motion
When advocacy is embedded into lifecycle plays, proof compounds and feeds ABX. For a real example of disciplined orchestration at scale, explore: Transforming Lead Management: How Comcast Business Optimized Marketing Automation and Drove $1B in Revenue
Anchor your Customer pillar in the Key Principles of Revenue Marketing, and track advocacy’s impact with Execution & Playbooks: What Metrics Belong in a Revenue Marketing Dashboard? and What Is Revenue Marketing? Pedowitz RM6 Insights.
Frequently Asked Questions: Advocacy in the RM6™ Customer Pillar
Operationalize Advocacy in Your RM6™ Customer Pillar
Assess maturity, close capability gaps, and launch milestone-triggered advocacy plays that feed pipeline.
Take the Revenue Marketing Assessment (RM6) Revenue Marketing eGuide