How Does RMOS™ Connect Leadership to Cultural Change?
The Revenue Marketing Operating System (RMOS™) turns leadership intent into repeatable behaviors, rituals, and metrics that change how people work every day. It connects the C-suite’s growth agenda to customer-centric culture, journeys, and execution so culture shifts from “soft” initiative to hard business system.
RMOS™ connects leadership to cultural change by giving executives a single, integrated system that links their growth strategy, customer promise, and revenue goals to the way teams plan, decide, and measure work. It translates leadership intent into clear principles, governance, journeys, plays, and dashboards so culture is reinforced in every planning cycle, campaign, handoff, and review—not just at the annual kickoff.
What Makes RMOS™ a Culture Engine, Not Just a Framework?
The RMOS™ Leadership-to-Culture Connection Playbook
RMOS™ gives executives a way to turn “we want to be customer-centric” into a managed system of behaviors and outcomes. Here’s how it connects the C-suite to cultural change.
Clarify → Codify → Align → Operationalize → Measure → Evolve
- Clarify leadership intent: Articulate the growth agenda and customer promise—what kind of revenue growth you want, from which customers, delivered through what experience.
- Codify Revenue Marketing principles: Use RMOS™ and the key principles of Revenue Marketing to define the beliefs and behaviors you expect from teams (e.g., test & learn, journey-first planning, integrated pipeline accountability).
- Align around shared outcomes: Define joint customer and revenue KPIs across Marketing, Sales, CX, and Product. Make sure leaders can’t win by optimizing their function at the expense of the journey.
- Operationalize through journeys and plays: Map priority journeys and build integrated plays, handoffs, and responsibilities that embody the culture you want—how decisions are made, how tests run, how success is defined.
- Measure with RMOS™ dashboards: Implement Revenue Marketing dashboards that combine pipeline, revenue, and journey metrics. Review them in leadership forums so desired behaviors are reinforced by what’s measured.
- Evolve via feedback loops: Use the system to capture insights from frontline teams and customers, then adjust journeys, plays, and incentives. Culture becomes a living system, not a one-time campaign.
RMOS™ Leadership & Cultural Change Maturity Matrix
| Dimension | From (Ad Hoc) | To (RMOS™-Enabled) | Primary Owner | Primary KPI |
|---|---|---|---|---|
| Leadership Intent | Culture statements in slides; limited impact on day-to-day work | Customer-centric growth agenda embedded in RMOS™ principles, journeys, and plays | CEO / ELT | Leadership Alignment on Customer & Revenue Strategy |
| Cross-Functional Outcomes | Marketing, Sales, and CX optimize their own KPIs | Shared customer and revenue outcomes defined and managed through RMOS™ | CEO, CRO, CMO | Shared KPI Adoption & Journey Performance |
| Execution Model | Random acts of marketing; inconsistent plays and handoffs | Standardized journeys and plays that encode desired culture and collaboration patterns | RevOps / Marketing Ops | Play Adoption & Win/Conversion Rates |
| Measurement & Dashboards | Fragmented reporting by function | Integrated Revenue Marketing dashboard reviewed in leadership forums | RevOps / Finance | Dashboard Usage & Decision Impact |
| Rituals & Governance | Ad hoc meetings; culture as a side conversation | Defined cadences (QBRs, journey reviews, play retros) where culture is reinforced through decisions | ELT, RevOps | Adherence to RMOS™ Cadence & Governance |
| Learning & Adaptation | One-off pilots; learnings don’t spread | RMOS™ used to capture, scale, and refine learnings across teams and regions | Marketing / CX / Enablement | Speed of Learning & Experiment Velocity |
Client Snapshot: Turning Leadership Vision into a Revenue Marketing System
At Comcast Business, leadership wanted more than better campaigns—they wanted a repeatable system for turning customer insight into revenue. By standardizing lead management, aligning teams around shared metrics, and using dashboards to run the business, they built an operating model that reinforced new behaviors and powered $1B in revenue impact. That’s the type of cultural shift RMOS™ is designed to support: Transforming Lead Management: How Comcast Business Optimized Marketing Automation and Drove $1B in Revenue .
RMOS™ is the missing link between a CEO’s growth narrative and how work actually gets done. It gives leaders the principles, structures, and dashboards they need to make cultural change real, visible, and sustainable.
Frequently Asked Questions About RMOS™ and Cultural Change
Use RMOS™ to Make Culture Your Growth Engine
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