How Does RMOS™ Measure CLG Retention Impact?
The Revenue Marketing Operating System (RMOS™) connects customer-led growth (CLG) signals with retention and expansion outcomes so you can prove how communities, academies, and advocacy programs protect and grow recurring revenue.
RMOS™ measures CLG retention impact by standardizing customer-led growth signals in your data model, linking those signals to account-level renewal and expansion outcomes, and surfacing retention lift in revenue marketing dashboards. It lets you compare churn and Net Revenue Retention (NRR) between CLG-engaged and non-engaged cohorts and attribute a portion of retention performance directly to CLG motions.
What Matters for RMOS™ CLG Retention Measurement?
The RMOS™ CLG Retention Measurement Playbook
Use this sequence to configure RMOS™ so CLG’s impact on retention shows up clearly in your revenue marketing architecture and dashboards.
Define → Model → Integrate → Attribute → Visualize → Govern → Optimize
- Define retention & CLG scope: Align on how you calculate retention (logo churn, revenue churn, NRR) and which programs count as CLG—community, academy, advocacy, customer councils, user groups.
- Model CLG signals in RMOS™: Use RMOS-aligned objects, fields, and campaign types in your CRM and MAP so CLG activities are tagged consistently and can be queried by account and contact.
- Integrate product & contract data: Connect CLG engagement to product usage, contract terms, renewal dates, and expansion records to see how CLG exposure aligns with retention outcomes.
- Apply CLG attribution rules: Configure RMOS™ to treat CLG as a contributor to retention—using multi-touch, time-bound, or “participation lift” models that suit your business.
- Visualize in RMOS™ dashboards: Build RMOS-style revenue marketing dashboards that show CLG engagement side-by-side with NRR, churn, and expansion by segment and program.
- Establish governance & reviews: Set a recurring cadence where RevOps, Marketing, CS, and Product review CLG retention impact and validate insights with Finance.
- Optimize programs & investments: Use the RMOS™ view of CLG retention lift to prioritize which programs to scale, redesign, or sunset—and feed those decisions into your planning cycles.
RMOS™ CLG Retention Measurement Maturity Matrix
| Capability | From (Ad Hoc) | To (Operationalized) | Owner | Primary KPI |
|---|---|---|---|---|
| Retention Definitions | Multiple definitions for churn and NRR | Standard RMOS™ definitions for logo churn, revenue churn, and NRR across teams | Finance / RevOps | Retention Definition Consistency |
| CLG Data Model | CLG tracked in separate tools | Communities, academies, and advocacy programs mapped into RMOS™ objects and campaigns | RevOps / Marketing Ops | CLG Signal Coverage |
| Identity & Matching | Limited visibility from contacts to accounts | Robust contact-to-account mapping that rolls CLG engagement up to accounts, products, and contracts | RevOps / Data | Accounts with Linked CLG Signals |
| Attribution & Cohorts | Anecdotal stories about CLG impact | Cohort analysis and attribution views that compare CLG-engaged vs. non-engaged retention | Analytics / RevOps | Measured Retention Lift from CLG |
| Dashboards & Insights | Static CLG reports for marketing only | RMOS™-aligned revenue marketing dashboards used by execs in planning and QBRs | RevOps / Leadership | Executive Dashboard Adoption |
| Planning & Funding | CLG funded as discretionary programs | CLG treated as a strategic lever in retention and NRR targets, funded via RMOS™ planning cycles | CRO / CMO | Budget Allocated to CLG Motions |
Client Snapshot: Making CLG Retention Impact Visible
A large B2B provider used an RMOS-style architecture to bring together campaign data, product usage, and CLG programs into one revenue marketing dashboard. By comparing CLG-engaged cohorts to non-engaged peers, they documented stronger retention and material impact on revenue performance. To see how orchestrated, measurable engagement can support major revenue outcomes, explore the Comcast Business case study.
RMOS™ moves CLG from “we think it helps retention” to “we know how much it helps, for which customers, and where to invest next.”
Frequently Asked Questions about RMOS™ and CLG Retention Impact
Use RMOS™ to Make CLG Retention Measurable
We’ll help you align RMOS™, CLG programs, and revenue marketing dashboards so you can see—and grow—retention impact with confidence.
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