How does TPG’s RMOS™ approach link personas to pipeline outcomes?
TPG’s Revenue Marketing Operating System (RMOS™) connects personas to plays, content, and stage KPIs so every interaction advances opportunities from awareness → SQL → opportunity → closed-won → expansion. Align who you serve with how you generate and forecast revenue.
RMOS™ operationalizes persona insights into repeatable revenue motions. We map each persona’s pains, goals, and buying triggers to plays (offers + channels + timing) and attach pipeline-stage metrics. This creates a governed line-of-sight from message → engagement → meeting → opportunity → bookings → LTV, so marketing, SDR, and sales can forecast and optimize together.
How RMOS™ Links Personas to Pipeline
The RMOS™ Persona→Pipeline Playbook
Orchestrate a single motion from audience research to bookings. Use this sequence to turn persona insight into measurable pipeline.
Identify → Prioritize → Design Plays → Enable → Orchestrate → Measure → Govern
- Identify personas & JTBD: Buying team roles, pains, triggers, alternatives, value proof needed.
- Prioritize ICP tiers: Fit + intent + propensity; align segments to coverage and targets.
- Design stage plays: Offers, proof, channels, cadences; define success actions per stage.
- Enable teams: Briefs, talk tracks, templates, objection banks, and evidence kits.
- Orchestrate journeys: Next-best-action across web, email, SDR, events, and sales touches.
- Measure pipeline impact: SQLs, opportunities, $ pipeline, win rate, cycle time, CAC/LTV.
- Govern & optimize: Quarterly performance councils; sunset underperforming plays; double down on top quartile.
Persona-to-Pipeline Maturity Matrix
| Capability | From (Ad Hoc) | To (Operationalized) | Owner | Primary KPI |
|---|---|---|---|---|
| Persona Evidence | One-off descriptions | Research-backed pains, proof, objections, triggers per role | Product Marketing | Influenced SQLs |
| Play Design | Random acts of content | Offer+channel cadences tied to stage success actions | Demand Gen | Stage Conversion % |
| Routing & SLAs | Manual follow-up | Signal-based routing, persona-specific cadences | RevOps/SDR | Speed-to-Lead, Meetings Set |
| Attribution & Forecast | Clicks & downloads | SQLs, pipeline $, win rate by play/persona | Analytics | Pipeline Generated |
| Evidence Library | Scattered case studies | Persona-aligned proof packs & talk tracks | Enablement | Opp→Win % |
| Governance | No taxonomy | Offer IDs, acceptance criteria, quarterly pruning | Rev Council | ROMI, CAC/LTV |
Client Snapshot: Persona-First Plays, Faster Pipeline
After codifying buyer roles and attaching stage plays with SLAs, a B2B tech firm increased Meeting Set rate by 34%, boosted SQL→Opp conversion by 22%, and shortened cycle time by 12%. Persona evidence + proof packs unlocked cleaner forecasts and higher win rates.
Use The Loop™ to link journey stages with success actions, and govern execution under RMOS™ so persona signals consistently turn into pipeline outcomes.
From Persona Insight to Predictable Pipeline
Tie roles, plays, and proof to stage KPIs—so every touch advances opportunities and improves forecast quality.
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