How Does RMOS™ Ensure VoC Is Cross-Functional?
RMOS™ (Revenue Marketing Operating System) makes Voice of Customer truly cross-functional by standardizing data, rituals, and decisions across Marketing, Sales, Customer Success, Product, and RevOps—so everyone works from one shared view of the customer, not five competing ones.
RMOS™ ensures VoC is cross-functional by defining VoC as a core RM6™ capability and wiring it into the processes, data, and governance of every revenue-impacting team. Instead of Marketing running one survey, CS running another, and Product running its own interviews, RMOS creates a single VoC backbone—shared taxonomies, integrated data, common dashboards, and recurring forums—so insights flow consistently into planning, execution, and measurement across the customer lifecycle.
What Makes VoC Cross-Functional in RMOS™?
The RMOS™ Playbook for Cross-Functional VoC
Use this sequence to move VoC from a set of disconnected surveys to a revenue-wide operating motion that unites every team around the customer.
Align → Integrate → Govern → Operationalize → Instrument → Communicate → Improve
- Align on VoC purpose and scope: Using RMOS™, clarify why you collect VoC (e.g., shape strategy, tune plays, reduce churn) and which functions and lifecycle stages it will cover—Marketing, Sales, CS, Product, and RevOps from awareness through renewal.
- Integrate VoC data sources: Map key VoC sources—NPS/CSAT, win–loss, product feedback, support trends—into a shared data model connected to your CRM and MA platforms so teams see the same signals in their daily systems.
- Stand up cross-functional governance: Establish a VoC council within RMOS™ with clear charters, decision rights, and escalation paths so themes are prioritized and actions coordinated across functions.
- Operationalize through RMOS workflows: Translate prioritized VoC themes into cross-functional plays—campaigns, enablement, product enhancements, and success programs—using RMOS execution frameworks and playbooks.
- Instrument dashboards and RM6™ metrics: Use Revenue Marketing dashboards and the Revenue Marketing Index to show how VoC-driven initiatives impact pipeline, win rate, retention, and RM6 dimensions like Strategy, Process, and People.
- Communicate across teams: Bake VoC and RMOS™ updates into existing forums—QBRs, ELT reviews, sprint reviews—so every function hears the same customer story, decisions, and next steps.
- Continuously improve the operating system: Treat RMOS™ itself as a product: refine taxonomies, dashboards, and rituals based on feedback from users (your internal teams) and outcomes in the market.
Cross-Functional VoC Maturity Within RMOS™
| Capability | From (Ad Hoc) | To (Operationalized in RMOS™) | Primary Owner | Key KPI |
|---|---|---|---|---|
| VoC Data Model | Separate surveys and tools for each function. | Unified VoC data model mapped to accounts, opportunities, and personas in RMOS™. | RevOps / CX | VoC Data Coverage Across Lifecycle |
| Cross-Functional Governance | Each team prioritizes its own feedback. | VoC council within RMOS that sets priorities, owners, and timelines across functions. | Chief Customer / Revenue / Marketing Officer | % VoC Themes With Assigned Cross-Functional Owner |
| Decision Integration | VoC appears in isolated CX decks. | VoC is a standard input in strategy, roadmap, and GTM decision workflows within RMOS™. | Strategy / PMO | # Strategic Decisions Using VoC Inputs |
| Execution Alignment | Limited connection between VoC and campaigns. | VoC themes flow directly into Revenue Marketing plays, sales motions, and CS programs. | Revenue Marketing / Sales / CS | % Campaigns & Plays Tagged as VoC-Driven |
| Measurement & Dashboards | Fragmented VoC reporting by function. | Integrated Revenue Marketing dashboards showing VoC next to pipeline, bookings, and retention. | RevOps / Analytics | Executive Usage of VoC Dashboards |
| Culture & Communication | Customer stories shared sporadically. | Regular VoC storytelling in RMOS™ forums and internal communications, reinforcing a customer-led culture. | CEO / Internal Comms / CX | Employee Perception of “One Customer Story” |
Client Snapshot: VoC as a Revenue-Wide Motion
A large B2B organization partnered with Pedowitz Group to unify its marketing automation, lead management, and VoC practices under an RMOS-style operating model. By centralizing customer insight and aligning cross-functional teams, leadership gained a single view of the customer journey and where to invest. The resulting transformation in lead management and revenue performance is illustrated in the Comcast Business case study.
When VoC runs through RMOS™ instead of isolated tools, you get one customer story, one set of priorities, and one integrated execution engine driving Revenue Marketing outcomes across the entire business.
Frequently Asked Questions About RMOS™ and Cross-Functional VoC
Use RMOS™ to Make VoC Everyone’s Job
We’ll help you design an operating system where VoC flows across teams, into dashboards, and into the Revenue Marketing decisions that drive growth.
Explore the Revenue Marketing Index See What Belongs in a Revenue Marketing Dashboard