How Does RMOS™ Align Advocacy with Culture Outcomes?
The Revenue Marketing Operating System (RMOS™) aligns customer and employee advocacy with measurable culture outcomes—so “customer-first” and “revenue accountability” are not slogans, but the way campaigns are designed, deals are worked, and teams are rewarded.
RMOS™ aligns advocacy with culture outcomes by treating advocacy as a core system in your revenue engine—not a side program. It connects strategy, people, process, data, and measures so customer and employee advocates consistently model the culture you want, and those behaviors are tracked in dashboards, incentives, and operating rhythms.
What Matters When RMOS™ Aligns Advocacy with Culture?
The RMOS™ Advocacy Alignment Playbook
Use this sequence to ensure advocacy programs are directly tied to the culture you want and the revenue outcomes you need.
Define → Diagnose → Design → Embed → Instrument → Reward → Refine
- Define target culture outcomes: Clarify the culture shifts you want—e.g., “customer co-creation,” “data-driven decisions,” “shared revenue accountability”—and connect them to measurable business outcomes.
- Diagnose with RM6™ and the Revenue Marketing Index: Use RM6™ and tools like the Revenue Marketing Index to identify gaps in Strategy, People, Process, Technology, Data, and Measures that are blocking advocacy and culture alignment.
- Design advocacy plays in RMOS™: Within RMOS™, define standard plays (references, communities, councils, co-created content) and spell out the culture behaviors each play should reinforce at every stage of the customer journey.
- Embed in roles, workflows, and content: Update role expectations, workflows, and content templates so advocacy is part of how campaigns are built, deals are pursued, and QBRs are run—not an ad-hoc request.
- Instrument with dashboards and feedback: Use a revenue marketing dashboard to track how often and how well teams use advocacy in deals, renewals, and expansion—and pair that with qualitative feedback from customers and employees.
- Reward and recognize aligned behaviors: Tie advocacy-aligned behaviors (e.g., bringing customers into planning, sharing wins and losses) to formal recognition, performance reviews, and incentive plans.
- Refine through operating reviews: Make advocacy alignment a standing topic in RMOS™ operating reviews, adjusting plays, metrics, and enablement as culture and strategy evolve.
RMOS™ Advocacy & Culture Maturity Matrix
| Capability | From (Ad Hoc) | To (Operationalized) | Owner | Primary KPI |
|---|---|---|---|---|
| Culture Definition | Values as generic statements | Values translated into specific advocacy-linked behaviors and RMOS™ objectives | ELT/Brand | Behavior Adoption Index |
| Advocacy Strategy | Scattered reference requests | Documented strategy linking advocacy plays to RM6™ dimensions and culture outcomes | Revenue Marketing/CX | Advocacy-influenced Pipeline |
| Operating Model (RMOS™) | Informal coordination | Advocacy embedded in RMOS™ cadences, councils, and playbooks | RevOps/PMO | Play Adoption & Compliance |
| Data & Measurement | Counts of references and case studies | Dashboards connecting advocacy and culture behaviors to win rate, NRR, expansion | Analytics/RevOps | Conversion Lift with Advocacy |
| People & Incentives | Heroic effort by a few champions | Role expectations and incentives that reward advocacy-aligned behaviors at scale | HR/Functional Leaders | Percentage of Roles with Advocacy KPIs |
| Governance & Evolution | Occasional program reviews | Quarterly RMOS™ reviews with advocacy and culture metrics on the agenda | ELT/RevOps | Time-to-Implement Culture Changes |
Client Snapshot: RMOS™ Makes Advocacy the Backbone of Change
A national B2B provider needed culture change as much as process change to fix lead management. Using RMOS™, they aligned leadership, sales, marketing, and operations around a new customer-first operating model. Customer advocates shared real stories of what “good” looked like; internal champions modeled the behaviors in every region. Over time, those behaviors were captured in plays, dashboards, and incentives—so the new culture became the standard operating system. The impact included more disciplined execution and $1B in revenue attributed to improved lead management and revenue marketing practices. See how that shows up in: Transforming Lead Management: How Comcast Business Optimized Marketing Automation and Drove $1B in Revenue .
When RMOS™ aligns advocacy with culture outcomes, every story, dashboard, and meeting becomes a reinforcing loop—moving you from “we say we’re customer-first” to “we can see and measure that we are.”
Frequently Asked Questions about RMOS™ and Advocacy
Use RMOS™ to Make Advocacy a Culture Engine
We help you apply RMOS™ so advocacy, culture, and revenue outcomes move together—with clear plays, metrics, and accountabilities across the revenue engine.
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