How Does RMOS™ Operationalize CLG Programs?
The Revenue Marketing Operating System (RMOS™) turns Customer-Led Growth (CLG) from slideware into run-the-business programs—linking strategy, journeys, plays, data, and dashboards so Marketing, Sales, and Customer Success execute CLG the same way, every day.
RMOS™ operationalizes CLG by providing a repeatable operating model for how you plan, execute, and measure customer-led programs. It connects RM6-based assessments, CLG strategy, journey design, program and play templates, data and technology requirements, and revenue marketing dashboards into one system. Instead of isolated campaigns, RMOS™ creates standardized CLG motions—onboarding, adoption, advocacy, expansion—that are owned, instrumented, and governed across Marketing, Sales, and Customer Success.
What Does RMOS™ Add to CLG Programs?
The RMOS™ Playbook for Operationalizing CLG
Use this sequence to move from “we believe in CLG” to a system of record for how CLG is designed, executed, and measured in your organization.
Assess → Align → Design → Orchestrate → Instrument → Govern → Optimize
- Assess CLG readiness with RM6: Run a Revenue Marketing Assessment (RM6) and leverage the Revenue Marketing Index to baseline maturity across strategy, people, process, data, technology, and measurement for CLG.
- Align on CLG strategy and outcomes: Use RMOS™ workshops to define target segments, key journeys (onboarding, adoption, expansion, renewal), and the revenue outcomes you expect—pipeline influence, ARR, NRR, advocacy.
- Design journeys and CLG programs: Map lifecycle stages, entry/exit criteria, and handoffs. Then design RMOS™-aligned CLG programs and plays, each with clear objectives, offers, SLAs, and success metrics.
- Orchestrate across teams and systems: Translate CLG plays into workflows across MAP, CRM, CS platforms, and product. RMOS™ clarifies roles for Marketing, Sales, CS, Ops, and Product so everyone knows their part.
- Instrument data & dashboards: Build or refine a revenue marketing dashboard that surfaces lifecycle conversion, velocity, retention, and expansion by CLG program, segment, and cohort—rather than only by channel.
- Govern with an operating rhythm: Establish a revenue marketing / CLG council that owns roadmap, scorecards, and quarterly reviews. RMOS™ provides the artifacts (journey maps, playbooks, dashboards) used in those meetings.
- Optimize and scale what works: Use RMOS™ to codify successful CLG programs into standards, replicate them across regions or product lines, and sunset underperforming plays to free capacity.
RMOS™ CLG Operationalization Maturity Matrix
| Capability | From (Ad Hoc) | To (Operationalized with RMOS™) | Owner | Primary KPI |
|---|---|---|---|---|
| CLG Strategy & Language | Multiple, conflicting definitions of lifecycle and “customer-led” | Unified RMOS™/RM6 language for stages, programs, and revenue outcomes | Executive Sponsor / CMO | Alignment Score / Strategy Adoption |
| Customer & Journey Insight | Fragmented personas and journey maps that aren’t used | Documented lifecycle maps that directly drive CLG programs and plays | Marketing & CX | Lifecycle Conversion & Velocity |
| Programs & Plays | One-off campaigns and reactive CX initiatives | Standard playbooks for onboarding, adoption, expansion, renewal | Lifecycle / Demand Marketing | Program-Sourced & Influenced Revenue |
| Data, Tech & Integration | Siloed MAP, CRM, CS, and product data | RMOS™-defined data layer and integrations that power CLG triggers and analytics | RevOps / IT | Data Completeness & Time-to-Insight |
| Measurement & Dashboards | Channel and activity metrics only | Revenue marketing dashboards tied to CLG programs and lifecycle health | RevOps / Analytics | Revenue Marketing Index / CLG Program ROI |
| Governance & Operating Rhythm | Infrequent, reactive reviews of customer outcomes | RMOS™-driven quarterly and monthly cadences with CLG scorecards | Revenue Leadership / CLG Council | On-Time Delivery of CLG Roadmap |
Client Snapshot: RMOS™ Foundation Behind a $1B Revenue Impact
A large B2B provider partnered with Pedowitz to use RMOS™ as the backbone for its revenue marketing transformation. By standardizing lead management, lifecycle programs, and dashboards around customer needs, they built a CLG engine that supported over $1B in revenue impact. See how disciplined operating models drive results at scale in: Transforming Lead Management: Comcast Business Case Study .
CLG tells you who to serve and how to create value; RMOS™ tells you how to run it repeatedly—with the processes, plays, tech, and dashboards that keep every program aligned to customer outcomes and revenue impact.
Frequently Asked Questions about RMOS™ and CLG Programs
Use RMOS™ to Turn CLG into a Revenue Operating System
We’ll help you assess your maturity, design CLG programs, and build the RMOS™ foundation that makes them run at scale.
Request a Revenue Marketing Assessment (RM6) Explore the Revenue Marketing Index