How Does Lifecycle Marketing Align with the RM6 “Customer” Pillar?
The RM6 Customer pillar is about delivering value across the entire journey—acquisition through advocacy. Lifecycle marketing operationalizes this with stage-based journeys, customer insight, and measurement that lift CLV, NRR, and satisfaction.
Lifecycle marketing is the execution layer of the RM6 Customer pillar. It turns customer-centric strategy into repeatable plays across onboarding, activation, adoption, expansion, renewal, and advocacy—measured by customer outcomes (TTFV, activation, NRR, churn, NPS) rather than campaign outputs. This alignment ensures the Customer pillar isn’t a belief—it’s an operating system.
Where Lifecycle Meets the RM6 Customer Pillar
The RM6 Customer→Lifecycle Operating Playbook
Stand up an operating model that makes “customer‑first” measurable and scalable across teams.
Discover → Define → Design → Instrument → Orchestrate → Enable → Measure → Improve
- Discover insight: VOC, win/loss, usage, and support trends to identify friction and value moments.
- Define stages & outcomes: Onboarding, Activation, Adoption, Expansion, Renewal, Advocacy with entry/exit criteria and SLAs.
- Design journeys: Stage‑specific messaging, content, and success plays mapped to personas and goals.
- Instrument data: Event model, ID resolution, CRM/MAP hygiene, and dashboarding by cohort.
- Orchestrate programs: Cross‑channel automation (email, in‑app, CS outreach) using product and intent signals.
- Enable revenue teams: Playbooks for Sales/CS; value narratives and success plans to reinforce outcomes.
- Measure what matters: TTFV, activation rate, adoption depth, expansion ARR, renewal rate, NPS.
- Improve continuously: Experiment, QA, and quarterly stage reviews with Finance and CS leadership.
RM6 Customer Pillar — Maturity Matrix (Lifecycle Lens)
| Capability | From (Ad Hoc) | To (Operationalized) | Owner | Primary KPI |
|---|---|---|---|---|
| Customer Insight | Periodic surveys | Always‑on VOC + product signals | CX/Analytics | NPS / CSAT |
| Journey Orchestration | One‑off campaigns | Stage‑based automation across channels | Marketing/CS | Activation rate |
| Success Enablement | Reactive support | Proactive success plays & health scores | Customer Success | Churn rate |
| Data & Identity | Channel‑siloed metrics | Unified IDs, event model, cohort tracking | RevOps/Analytics | Cohort CLV |
| Measurement | Last‑click | Cohort revenue, CLV, NRR | CMO/CFO | NRR |
| Governance | Ad hoc | Standards, QA, privacy‑by‑design | RevOps/Legal | Compliance / Risk |
Client Snapshot: Customer‑Led Orchestration → Measurable Lift
A B2B enterprise rebuilt journeys around RM6 Customer outcomes: TTFV −30%, activation +20%, and expansion ARR +15% within two quarters. Explore related work and benchmarks: Comcast Business Case Study · Revenue Marketing Index
RM6’s Customer pillar defines what to deliver; lifecycle marketing defines how to deliver it—consistently, measurably, and at scale.
FAQ: RM6 Customer Pillar & Lifecycle
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