How Does RMOS™ Embed VoC at Each Lifecycle Stage?
The Revenue Marketing Operating System (RMOS™) embeds Voice of the Customer (VoC) from first touch through advocacy—so every stage of the lifecycle is designed, executed, and optimized based on what customers tell you they need, not what teams assume they want.
RMOS™ embeds VoC at each lifecycle stage by defining standard listening posts, data flows, and plays for awareness, acquisition, onboarding, adoption, renewal, expansion, and advocacy. VoC signals—surveys, behavior, and conversations—are captured in-channel, normalized in your RevOps stack, and activated through campaigns and plays that are unique to each stage. This turns VoC into a continuous feedback loop that guides where you invest, how you respond, and how you measure revenue impact.
What Does RMOS™ Do with VoC at Each Lifecycle Stage?
The RMOS™ VoC Lifecycle Playbook
Use this sequence to understand how RMOS™ weaves Voice of the Customer into every lifecycle stage, not just ad hoc surveys or quarterly reviews.
Define → Instrument → Integrate → Orchestrate → Measure → Improve
- Define lifecycle stages and VoC objectives: RMOS™ starts by standardizing lifecycle stages (from awareness to advocacy) and clarifying what you need to learn at each stage—perceptions, barriers, outcomes, and expansion potential.
- Instrument listening posts by stage: For each stage, RMOS™ prescribes specific VoC mechanisms—web surveys, in-app feedback, NPS/CSAT, call insights, and community signals—so listening becomes a consistent operating habit, not a one-off project.
- Integrate VoC into the RevOps stack: VoC data is mapped into CRM, marketing automation, and analytics, normalized by account and contact, and tagged with lifecycle stage so teams can see the full story in one view.
- Orchestrate stage-specific plays: RMOS™ connects VoC signals to plays aligned with RM6™—top-of-funnel campaigns, onboarding programs, retention motions, and expansion plays—so each stage has clear actions tied to feedback.
- Measure experience and revenue together: RMOS™ brings VoC metrics (NPS, CSAT, CES, sentiment) into a revenue marketing dashboard alongside pipeline, bookings, churn, and NRR, showing how lifecycle improvements affect revenue outcomes.
- Continuously improve journeys and the operating system: Teams use RMOS™ governance rhythms to review VoC by stage, prioritize fixes, update plays, and feed learnings into the Revenue Marketing Index and RM6™ roadmap.
VoC Across the Lifecycle: RMOS™ Maturity Matrix
| Lifecycle Stage | From (Ad Hoc) | To (RMOS™ Operationalized) | Primary Owner | Key VoC + Revenue KPIs |
|---|---|---|---|---|
| Awareness & Consideration | Generic campaigns based on internal assumptions | Audience, messaging, and offers validated by VoC and Revenue Marketing Index insights | Marketing / Brand | Message Fit, Engagement Rate, MQL Quality |
| Evaluation & Purchase | Unstructured feedback from sellers and prospects | Structured VoC on buying experience feeding nurture content and sales plays | Demand Gen / Sales | Win/Loss Reasons, Stage Conversion, Cycle Time |
| Onboarding & Adoption | Onboarding built once, rarely revisited | RMOS™-guided onboarding tuned by CSAT, CES, and in-app feedback | Customer Success / Services | Time-to-Value, Onboarding CSAT, Early Churn |
| Retention | Reactive outreach at renewal | VoC-driven health scores with RMOS™ retention plays triggered well before renewal | Customer Success / RevOps | Churn Rate, Renewal Rate, Health Score Coverage |
| Expansion | Opportunistic upsell based on quota pressure | VoC-informed expansion plays aligned to outcomes and product portfolio | Sales / Revenue Marketing | Expansion ARR, Multi-Product Adoption, NRR |
| Advocacy | Informal reference requests | Systematic promoter activation into reviews, references, and case studies | Marketing / CX | Promoter Activation Rate, Advocate-Sourced Pipeline |
Client Snapshot: Embedding VoC into a Revenue Marketing Operating System
A global B2B brand used an RMOS™-style approach to embed VoC across awareness, onboarding, and renewal. By standardizing listening posts and linking them to campaigns and plays, they reduced early churn by 25% and increased multi-year deals by 18%. For a deeper look at how disciplined operating models transform results, explore Transforming Lead Management: How Comcast Business Optimized Marketing Automation and Drove $1B in Revenue .
RMOS™ makes VoC a core operating discipline, not a side project—connecting what customers say at each lifecycle stage to the strategies, plays, and dashboards that drive revenue decisions.
Frequently Asked Questions About RMOS™ and VoC Across the Lifecycle
Make VoC a Core Pillar of Your RMOS™
We’ll help you connect Voice of the Customer with RM6™ and Revenue Marketing—so every lifecycle stage is designed, measured, and improved with customer insight at the center.
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