Data Lifecycle & Retention:
How Does RMOS™ Map Data To The Customer Lifecycle?
RMOS™ (Revenue Marketing Operating System) links identity, consent, and purpose to every lifecycle stage—from anonymous awareness to advocacy—so collection, use, archival, and deletion are triggered by customer events and proven with audit trails.
RMOS™ maps data to the customer lifecycle by assigning each stage a purpose tag, a data minimization rule, and a retention trigger. Stages (Awareness → Consideration → Opportunity → Onboarding → Adoption → Expansion → Advocacy → Inactive) are tied to the identity spine (person, account, consent) so policies activate automatically when stage changes occur, legal holds are honored, and deletion is provable.
Principles For Lifecycle-Mapped Data
The RMOS™ Lifecycle Mapping Playbook
A practical sequence to align data, consent, and retention to customer stages.
Step-By-Step
- Define Stages & Personas — Standardize lifecycle stages and key buyer roles for marketing, sales, and success.
- Establish The Identity Spine — Create person and account IDs, unify consent, and deduplicate across systems.
- Map Data To Purpose — For each stage, list required data elements, lawful basis/consent, and business outcomes.
- Set Retention Triggers — Tie time- or event-based windows to stage transitions (e.g., “X months after churn”).
- Engineer Controls — Implement lifecycle rules in storage, MAP/CRM policies, and legal hold service.
- Prove Subject Requests — Automate erasure and access requests with dependency checks and evidence logs.
- Monitor & Iterate — Track data age, exceptions, conversions, and adjust windows by segment and region.
Lifecycle To Data Mapping: RMOS™ View
| Lifecycle Stage | Core Entities | Primary Data | Purpose | Retention Trigger | Owner |
|---|---|---|---|---|---|
| Awareness (Anonymous) | Browser, Device | Anonymized telemetry, channel UTMs | Site performance, content relevance | Short window; aggregate after 30–90 days | Marketing Ops |
| Consideration (Known) | Person, Consent | Email, preferences, form fields | Nurture, education, qualification | Until consent withdrawn or inactive N months | Marketing Ops |
| Opportunity | Account, Opportunity, Contacts | Deal details, interactions, notes | Evaluation, proposal, forecasting | Deal close (win/loss) + policy window | Sales Ops |
| Onboarding | Customer, Contract, Users | Provisioning data, implementation plans | Activation, configuration, training | Go-live event + warranty/contract terms | Services/CS Ops |
| Adoption | Users, Product Usage | Feature telemetry, support tickets | Value realization, support, health | Rolling window; aggregate after N months | Product/CS Ops |
| Expansion | Customer, Subscription | Upsell intent, NPS, success plans | Cross-sell, renewals, advocacy | Contract renewal/expiration + terms | CS Ops |
| Advocacy | Reference, Case Study | Testimonials, permissions, assets | References, PR, community | Consent update or withdrawal | Marketing/CS |
| Inactive/Churned | Former Customer | Closure notes, offboarding artifacts | Obligations, learning, win-back | Event-based window; delete or anonymize | Legal/IT |
Client Snapshot: Stage-Triggered Retention
A SaaS provider wired RMOS™ stage events into storage policies. When deals closed or accounts churned, event-based rules archived records and scheduled deletions. Results: 29% less sensitive data at rest, faster subject request fulfillment (12 days → 3 days), and cleaner segments for lifecycle marketing.
Align data and consent with revenue transformation and The Loop™ so privacy, analytics, and experience move in lockstep.
FAQ: RMOS™ Lifecycle Data Mapping
Fast answers for marketing, sales, product, and compliance teams.
Connect Data To Every Stage
We’ll help you map identity, consent, and policies to lifecycle events—so experiences improve while risk declines.
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