Agile Teams & Roles:
How Does RMOS™ Define Roles for Agile Operations?
RMOS™ (Revenue Marketing Operating System) clarifies who owns value, flow, craft, and governance. It maps agile responsibilities across portfolio, product, squad, and enablement so teams ship faster, learn continuously, and prove revenue impact.
RMOS™ assigns clear accountabilities to reduce handoffs and debate: Portfolio Owners set outcomes and investment bets; Product Owners prioritize the marketing backlog; Flow Leads (agile delivery) protect cadence and remove blockers; Chapter Leads grow craft quality; Squad Members deliver value; and RevOps/Finance Partners ensure data, measurement, and governance. The result is faster cycles with audit-ready results.
RMOS™ Role Principles
The RMOS™ Role Activation Playbook
A practical sequence to stand up agile roles and make them real in day-to-day operations.
Step-by-Step
- Define Outcomes & Bets — Portfolio sets quarterly objectives, budgets, and guardrails tied to revenue goals.
- Map Backlogs — Product Owners create transparent, value-ranked backlogs with acceptance criteria and KPIs.
- Establish Cadence — Flow Leads run planning, standups, reviews, and retros; enforce WIP limits and SLA to unblock work.
- Create Chapters — Chapter Leads publish playbooks, QA checklists, and reusable assets to raise quality at speed.
- Instrument Measurement — RevOps partners align UTMs, identity, pipeline stages, and ROMI formulas with Finance.
- Close the Loop — Monthly reconcile outcomes with spend; shift capacity toward the highest-lift programs.
RMOS™ Role Matrix: Who Owns What
| Role | Primary Accountability | Key Decisions | Core KPIs | Common Anti-Patterns |
|---|---|---|---|---|
| Portfolio Owner | Outcomes, investment mix, risk/return | What bets to fund; quarterly targets | Pipeline coverage, payback, ROMI | Project micromanagement; shifting goals mid-cycle |
| Product Owner | Backlog value and priority | What to build next; acceptance criteria | Lift per sprint, conversion gains | Task taking without outcomes; unclear DoR/DoD |
| Flow Lead | Delivery cadence and removal of blockers | Capacity, WIP limits, ceremony facilitation | Cycle time, throughput, predictability | Status meetings; ignoring bottlenecks |
| Chapter Lead | Craft quality and standards | Playbooks, QA gates, tooling | Defect rate, reuse %, brand/QA pass | Golden standards without enablement |
| Squad Members | Incremental value delivery | Solution design within AC; estimation | Velocity, story completion, impact | Over-specialization; hidden work |
| RevOps & Finance Partners | Data integrity, governance, reconciliation | Attribution scope, ROMI math, true-ups | Data completeness, CAC/payback accuracy | Retroactive re-scoring; shadow metrics |
Client Snapshot: Roles That Accelerate Flow
After clarifying RMOS™ roles across portfolio, product, flow, and chapters, a B2B team cut cycle time by 31%, increased experiment velocity 2.4×, and reallocated 15% capacity from rework to net-new programs—all while maintaining Finance-approved ROMI.
Align RMOS™ roles with RM6™ and The Loop™ so strategy, delivery, and measurement reinforce each other sprint after sprint.
FAQ: Standing Up RMOS™ Roles
Clear, practical answers for leaders rolling out agile operations.
Make Roles Work—Every Sprint
Stand up RMOS™ roles with clear accountability, pacing, and measurement to turn plans into outcomes.
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