How Does RMOS™ Unify Segmentation with VoC?
RMOS™ (Revenue Marketing Operating System) brings segmentation, data, and Voice of the Customer (VoC) together in one operating model. It turns personas, firmographics, behaviors, and customer feedback into a single, shared segmentation framework that guides strategy, journeys, playbooks, and dashboards across marketing, sales, and customer success.
RMOS™ unifies segmentation with VoC by defining a common segmentation schema (personas, buying groups, lifecycle stages, needs-based segments), mapping VoC signals into that schema, and operationalizing it in your data, technology, and playbooks. Instead of separate “CX segments” and “campaign segments,” RMOS™ creates one view of the customer that combines who they are, how they behave, and what they say—so every program and dashboard uses the same truth.
What Matters for RMOS™ + VoC Segmentation?
The RMOS™ Segmentation + VoC Playbook
Use this sequence to move from disconnected feedback and lists to a unified, VoC-powered segmentation framework inside RMOS™.
Align → Design → Map Data → Activate → Measure → Optimize → Govern
- Align on the RMOS™ model: Start with RMOS™ pillars and your revenue marketing strategy. Agree on core segments (industries, tiers, products, lifecycle stages, personas) and how they connect to your RM6 maturity goals.
- Design a unified segmentation schema: Define how accounts, buying groups, and contacts roll up into segments. Identify which levels should be enriched with VoC (e.g., persona-level pains, account-level satisfaction, segment-level themes).
- Map VoC into the data layer: Connect surveys, NPS/CSAT, interviews, win/loss notes, reviews, and usage feedback into your RMOS™ data architecture. Standardize fields so VoC signals (scores, themes, intent, risk) are available for segmentation.
- Activate VoC segments in systems: Implement the schema in MAP, CRM, and analytics: persona and segment fields, VoC tags, risk/opportunity flags, and journey triggers that are all aligned with RMOS™ process and technology layers.
- Measure performance by VoC segment: In your revenue marketing dashboard, report pipeline, win rate, NRR, and expansion by segment and key VoC themes. Use this to prioritize which segments get new plays, content, or product work.
- Optimize with RMOS™ playbooks: Use RMOS™ playbooks to test different motions (education, save, expansion, advocacy) for VoC-defined segments and route learnings back into your segmentation and journey design.
- Govern and evolve: Establish a cross-functional council to maintain segment definitions, VoC taxonomies, and RMOS™ configuration. Use RM6 and the Revenue Marketing Index to guide quarterly updates and track maturity.
RMOS™ Segmentation + VoC Maturity Matrix
| Capability | From (Ad Hoc) | To (Operationalized in RMOS™) | Owner | Primary KPI |
|---|---|---|---|---|
| Segmentation Strategy | Lists and personas defined in slides | Codified RMOS™ segmentation framework aligned to RM6 and growth strategy | Marketing Strategy / RevOps | % of programs using standard segments |
| VoC Integration | VoC stored in CX tools only | VoC fields and scores mapped into RMOS™ data layer and shared schema | CX / Data / RevOps | Accounts & contacts with VoC-enriched profiles |
| System Configuration | Different segments in MAP, CRM, and CS | Unified RMOS™ fields and picklists across MAP, CRM, CS, and analytics | Marketing Ops / Sales Ops / CS Ops | Field alignment & data quality scores |
| Journey & Playbook Activation | Generic lifecycle nurtures and renewals | VoC-informed RMOS™ playbooks for acquisition, onboarding, adoption, renewal, and expansion | Demand Gen / CS Leadership | Pipeline, renewal, and expansion by segment |
| Dashboards & Insight | Fragmented reporting by channel or function | Revenue dashboards showing performance by segment, persona, and VoC theme | RevOps / Analytics | Leader adoption of segment-based views |
| Governance & Maturity | Infrequent, tactical changes | RMOS™ governance model with RM6-based roadmap and quarterly VoC + segmentation reviews | CMO / CRO / CXO | RMOS™ segmentation maturity score (Index / RM6) |
Client Snapshot: RMOS™ Segmentation + VoC Lift Pipeline Quality
A global B2B organization used RMOS™ to standardize segments across MAP, CRM, and CS, then layered in VoC data from win/loss, NPS, and product feedback. By redefining its “strategic,” “growth,” and “at-risk” segments with shared criteria, they redesigned plays and dashboards across teams. The result: a double-digit increase in qualified pipeline from priority segments and more focused investment in segments with the highest VoC-defined growth potential. For a deeper look at how disciplined revenue marketing drives impact, explore Transforming Lead Management: How Comcast Business Optimized Marketing Automation and Drove $1B in Revenue and benchmark your own maturity with the Revenue Marketing Index.
When RMOS™ unifies segmentation with VoC, every program, playbook, and dashboard is anchored in the same understanding of your customers—what segments they belong to, how they behave, and what they’re telling you in their own words.
Frequently Asked Questions about RMOS™, Segmentation, and VoC
Make RMOS™ the Link Between Segmentation, VoC, and Revenue
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Explore the Revenue Marketing Index Take the Revenue Marketing Assessment (RM6)