RMOS Advocacy: How RMOS Identifies and Activates Customer Advocates
The Revenue Marketing Operating System (RMOS) turns product and success signals into a systematic advocacy engine. It finds champions, secures approvals, packages outcomes, and deploys proof across web, ABM, SDR, and sales—governed by taxonomy and tied to pipeline, win rate, and NRR.
RMOS identifies advocates by unifying usage telemetry, outcomes, NPS/CSAT, support quality, and CSM notes into an advocacy score. It activates them via consent workflows, rights-managed content capture (quotes, reviews, videos, case studies), and modular packaging tagged by industry, use case, and KPI. Plays then auto-insert proof into high-intent journeys and seller kits, with attribution to sourced/assisted pipeline, win rate lift, cycle compression, and NRR.
What RMOS Changes for Advocacy
The RMOS Advocate Playbook
A practical sequence for turning customer outcomes into compounding revenue via advocacy.
Ingest → Score → Consent → Capture → Package → Activate → Attribute → Govern
- Ingest signals: Product adoption, value milestones, support CSAT, NPS, and renewal risk pulled into a unified profile.
- Score advocates: Build an advocacy score that weights outcomes and influence; surface candidates to CSMs and Marketing.
- Secure consent: Standard approvals, redaction options, and rights metadata to reuse assets across channels.
- Capture outcomes: Reviews, quotes, short videos, and full case studies; maintain source files and legal status.
- Package modular proof: Create tagged snippets by industry/use case/KPI for web, ABM, SDR, and sales kits.
- Activate proof: Insert into high-intent pages and sequences; route references and community invites.
- Attribute revenue: Track sourced/assisted pipeline, win rate lift, cycle compression, expansion ARR, and NRR.
- Govern the system: Monthly advocacy council retires stale assets, funds top performers, and updates OKRs.
RMOS Advocacy Capability Maturity Matrix
| Capability | From (Ad Hoc) | To (Operationalized) | Owner | Primary KPI |
|---|---|---|---|---|
| Signal Integration | Manual lists | Automated telemetry + CS data + NPS in CRM/CS platform | RevOps/CS Ops | Advocate Candidates / Mo. |
| Consent & Rights | Email approvals | Template-based legal consent with rights metadata | Legal/Comms | Approval Rate |
| Proof Production | One-off case studies | Modular snippets with taxonomy tags | Content/Marketing | New Proof Assets / Qtr |
| Revenue Activation | Static web placement | Dynamic proof across web, ABM, SDR, and sales kits | Growth/Enablement | Proof Touches / Opp |
| Attribution & NRR | Clicks & views | Sourced/assisted pipeline, win-rate lift, cycle time, NRR | Analytics/RevOps | Advocacy-Sourced Pipeline |
Client Snapshot: Advocacy that Moves the Needle
When telemetry and consent meet modular proof, advocacy scales—and revenue follows. See orchestration at enterprise scale: Transforming Lead Management: How Comcast Business Optimized Marketing Automation and Drove $1B in Revenue
Use the Revenue Marketing Index to baseline your maturity, then equip teams with the Revenue Marketing Kit to build and ship advocacy assets fast.
Frequently Asked Questions about RMOS Advocacy
Operationalize Advocacy with RMOS
Benchmark maturity and arm your team with the templates, plays, and dashboards to scale advocacy across the revenue engine.
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