The Pedowitz Group Logo in blue and green colors
  • Solutions
    1-1
    MARKETING CONSULTING
    Operations
    Marketing Operations
    Revenue Operations
    Lead Management
    Strategy
    Revenue Marketing Transformation
    Customer Experience (CX) Strategy
    Account-Based Marketing
    Campaign Strategy
    CREATIVE SERVICES
    CREATIVE SERVICES
    Branding
    Content Creation Strategy
    Technology Consulting
    TECHNOLOGY CONSULTING
    Adobe Experience Manager
    Oracle Eloqua
    HubSpot
    Marketo
    Salesforce Sales Cloud
    Salesforce Marketing Cloud
    Salesforce Pardot
    4-1
    MANAGED SERVICES
    MarTech Management
    Marketing Operations
    Demand Generation
    Email Marketing
    Search Engine Optimization
    Answer Engine Optimization (AEO)
  • AI Services
    ai strategy icon
    AI STRATEGY AND INNOVATION
    AI Roadmap Accelerator
    AI and Innovation
    Emerging Innovations
    ai systems icon
    AI SYSTEMS & AUTOMATION
    AI Agents and Automation
    Marketing Operations Automation
    AI for Financial Services
    ai icon
    AI INTELLIGENCE & PERSONALIZATION
    Predictive and Generative AI
    AI-Driven Personalization
    Data and Decision Intelligence
  • HubSpot
    hubspot
    HUBSPOT SOLUTIONS
    HubSpot Services
    Need to Switch?
    Fix What You Have
    Let Us Run It
    HubSpot for Financial Services
    HubSpot Services
    MARKETING SERVICES
    Creative and Content
    Website Development
    CRM
    Sales Enablement
    Demand Generation
  • Resources
    Revenue Marketing
    REVENUE MARKETING
    2025 Revenue Marketing Index
    Revenue Marketing Transformation
    What Is Revenue Marketing
    Revenue Marketing Raw
    Revenue Marketing Maturity Assessment
    Revenue Marketing Guide
    Resources
    RESOURCES
    CMO Insights
    Case Studies
    Blog
    Revenue Marketing
    Revenue Marketing Raw
    OnYourMark(et)
    assessments
    ASSESSMENTS
    Assessments Index
    Marketing Automation Migration ROI
    Revenue Marketing Maturity
    HubSpot Interactive ROl Calculator
    Website Grader
    AI Agents
    Content Analyzer
    Marketing Automation
    AI Readiness Assessment
    HubSpot TCO
    guide
    GUIDES
    Revenue Marketing Guide
    The Loop Methodology Guide
    Revenue Marketing Architecture Guide
    Value Dashboards Guide
    AI Revenue Enablement Guide
    AI Agent Guide
    The Complete Guide to AEO
  • About Us
    industry icon
    WHO WE SERVE
    Technology & Software
    Financial Services
    Manufacturing & Industrial
    Healthcare & Life Sciences
    Media & Communications
    Business Services
    Higher Education
    Hospitality & Travel
    Retail & E-Commerce
    Automotive
    about
    ABOUT US
    Our Story
    Leadership Team
    How We Work
    RFP Submission
    Contact Us
  • Solutions
    1-1
    MARKETING CONSULTING
    Operations
    Marketing Operations
    Revenue Operations
    Lead Management
    Strategy
    Revenue Marketing Transformation
    Customer Experience (CX) Strategy
    Account-Based Marketing
    Campaign Strategy
    CREATIVE SERVICES
    CREATIVE SERVICES
    Branding
    Content Creation Strategy
    Technology Consulting
    TECHNOLOGY CONSULTING
    Adobe Experience Manager
    Oracle Eloqua
    HubSpot
    Marketo
    Salesforce Sales Cloud
    Salesforce Marketing Cloud
    Salesforce Pardot
    4-1
    MANAGED SERVICES
    MarTech Management
    Marketing Operations
    Demand Generation
    Email Marketing
    Search Engine Optimization
    Answer Engine Optimization (AEO)
  • AI Services
    ai strategy icon
    AI STRATEGY AND INNOVATION
    AI Roadmap Accelerator
    AI and Innovation
    Emerging Innovations
    ai systems icon
    AI SYSTEMS & AUTOMATION
    AI Agents and Automation
    Marketing Operations Automation
    AI for Financial Services
    ai icon
    AI INTELLIGENCE & PERSONALIZATION
    Predictive and Generative AI
    AI-Driven Personalization
    Data and Decision Intelligence
  • HubSpot
    hubspot
    HUBSPOT SOLUTIONS
    HubSpot Services
    Need to Switch?
    Fix What You Have
    Let Us Run It
    HubSpot for Financial Services
    HubSpot Services
    MARKETING SERVICES
    Creative and Content
    Website Development
    CRM
    Sales Enablement
    Demand Generation
  • Resources
    Revenue Marketing
    REVENUE MARKETING
    2025 Revenue Marketing Index
    Revenue Marketing Transformation
    What Is Revenue Marketing
    Revenue Marketing Raw
    Revenue Marketing Maturity Assessment
    Revenue Marketing Guide
    Resources
    RESOURCES
    CMO Insights
    Case Studies
    Blog
    Revenue Marketing
    Revenue Marketing Raw
    OnYourMark(et)
    assessments
    ASSESSMENTS
    Assessments Index
    Marketing Automation Migration ROI
    Revenue Marketing Maturity
    HubSpot Interactive ROl Calculator
    Website Grader
    AI Agents
    Content Analyzer
    Marketing Automation
    AI Readiness Assessment
    HubSpot TCO
    guide
    GUIDES
    Revenue Marketing Guide
    The Loop Methodology Guide
    Revenue Marketing Architecture Guide
    Value Dashboards Guide
    AI Revenue Enablement Guide
    AI Agent Guide
    The Complete Guide to AEO
  • About Us
    industry icon
    WHO WE SERVE
    Technology & Software
    Financial Services
    Manufacturing & Industrial
    Healthcare & Life Sciences
    Media & Communications
    Business Services
    Higher Education
    Hospitality & Travel
    Retail & E-Commerce
    Automotive
    about
    ABOUT US
    Our Story
    Leadership Team
    How We Work
    RFP Submission
    Contact Us
Skip to content

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.

Take the Revenue Marketing Assessment (RM6) Benchmark with the Revenue Marketing Index

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”

Outcome-First Journeys — Onboarding, adoption, and expansion plans aligned to value moments per role and industry.
Milestone Signals — Day 7/30/90 usage, ROI snapshots, and NPS trigger context-specific advocacy asks.
Advocacy Playbook — Templates for G2/Capterra reviews, reference calls, customer stories, and referral mechanics with fatigue controls.
Proof Routing — Tag assets by persona, vertical, use case; push to enablement, ABX, and paid.
Community & Peer Loops — User groups, webinars, office hours, and beta programs to cultivate steady advocates.
Governance & KPIs — Monthly council reviews advocacy conversion, pipeline impact, and expansion influence.

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

Where does advocacy live in RM6™?
Primarily in the Customer pillar, but it connects to Process (playbooks), Technology (signals & automation), and Results (pipeline & retention KPIs).
What actions count as advocacy?
Public reviews, private references, case study participation, referrals, speaking, and community leadership.
When should you ask?
Immediately after value milestones—activation, outcome proof, renewal—while respecting frequency caps and support context.
How do we avoid fatigue?
Rotate ask types, cap requests by persona, and suppress during escalations. Reward with recognition and access, not just gift cards.
How do we prove impact?
Attribute advocacy-influenced touches to opportunity creation, win-rate lift, cycle time, and expansion. Monitor time-to-first-advocacy from go-live.

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) Download the Revenue Marketing Kit
Explore More
What Is Revenue Marketing? Pedowitz RM6 Insights Key Principles of Revenue Marketing Revenue Marketing Index Revenue Marketing Dashboard Metrics

Get in touch with a revenue marketing expert.

Contact us or schedule time with a consultant to explore partnering with The Pedowitz Group.

Send Us an Email

Schedule a Call

The Pedowitz Group
Linkedin Youtube
  • Solutions

  • Marketing Consulting
  • Technology Consulting
  • Creative Services
  • Marketing as a Service
  • Resources

  • Revenue Marketing Assessment
  • Marketing Technology Benchmark
  • The Big Squeeze eBook
  • CMO Insights
  • Blog
  • About TPG

  • Contact Us
  • Terms
  • Privacy Policy
  • Education Terms
  • Do Not Sell My Info
  • Code of Conduct
  • MSA
© 2025. The Pedowitz Group LLC., all rights reserved.
Revenue Marketer® is a registered trademark of The Pedowitz Group.