How Does VoC Fit into the RMOS™ Framework?
Voice of the Customer (VoC) is the signal layer of the Revenue Marketing Operating System (RMOS™)—feeding buyer and customer insights into strategy, orchestration, content, and measurement so you can prioritize investments that grow pipeline, revenue, and retention.
Within the RMOS™ framework, Voice of the Customer is the way you continuously capture, interpret, and operationalize buyer and customer feedback across all six dimensions of Revenue Marketing. VoC informs strategy and planning, shapes campaign and journey orchestration, guides content and offers, and feeds directly into dashboards and governance. When VoC is wired into RMOS—not run as a side project—it becomes a closed-loop system where customer insight drives priorities, execution, and measurable revenue outcomes.
Where Does VoC Show Up in RMOS™?
The VoC-to-RMOS™ Integration Playbook
Use this sequence to connect Voice of the Customer into your Revenue Marketing Operating System so insight and execution reinforce each other.
Listen → Map → Translate → Orchestrate → Measure → Improve
- Listen across the lifecycle: Capture VoC at key RMOS moments—lead acquisition, opportunity progression, onboarding, adoption, renewal, and expansion—using surveys, interviews, win/loss, and usage data.
- Map VoC to RMOS dimensions: Align feedback themes to strategy, journeys, content, data/tech, operations, and measurement. This makes VoC visible in the same structure your RMOS teams use every day.
- Translate into requirements: Turn VoC themes into clear requirements for campaigns, scoring models, enablement, and process changes—then slot them into your RMOS roadmaps and backlogs.
- Orchestrate experiences: Use customer language and preferences to personalize journeys, update nurture paths, and refine handoffs between Marketing, Sales, and Customer Success.
- Measure impact in RM dashboards: Reflect VoC initiatives in your revenue marketing dashboards, tracking how changes influence pipeline, win rate, velocity, NPS, and retention.
- Improve and communicate: Close the loop with customers via “You said, we did” communication, and with internal teams via RMOS governance, so everyone sees how VoC is shaping decisions.
VoC Embedded in RMOS™: Capability Maturity Matrix
| Capability | From (Ad Hoc) | To (Operationalized in RMOS) | Owner | Primary KPI |
|---|---|---|---|---|
| Strategy & ICP | ICP defined internally, reviewed infrequently | ICP and segmentation validated and updated using VoC themes and the Revenue Marketing Index | Marketing Strategy / RevOps | ICP Fit Win Rate |
| Journeys & Plays | Generic journeys based on funnel stages only | RMOS journeys informed by VoC-identified friction points and “moments that matter” | Campaigns / CX / Sales Ops | Stage Conversion & Cycle Time |
| Content & Offers | Content calendar driven by internal ideas | Content and offers prioritized by customer-stated needs and outcomes captured via VoC | Content / Product Marketing | Content-Assisted Pipeline & Engagement |
| Data & Dashboards | VoC metrics live in separate CX tools | VoC data integrated into revenue marketing dashboards alongside pipeline and ARR | RevOps / Analytics | VoC-Linked Pipeline & ARR |
| Operating Rhythm | VoC reviewed sporadically | VoC insights reviewed in RMOS governance cadences (QBRs, roadmap reviews, steering committees) | CMO / CRO / CCO | Closed-Loop Rate on VoC Actions |
| Culture & Enablement | VoC owned by one team | VoC as a shared competency, with playbooks and enablement for Marketing, Sales, CS, and Product | Enablement / HR / Leadership | Employee Participation in VoC Programs |
Client Snapshot: Using VoC Signals to Fuel RMOS™
A B2B enterprise used VoC insights from lost deals, customer interviews, and adoption data to reshape its lead management, nurture strategy, and dashboards. Those insights were wired into their RMOS design—impacting targeting, content, and measurement. Over time, the new operating system contributed to $1B in influenced revenue. Explore the story in Transforming Lead Management: How Comcast Business Optimized Marketing Automation and Drove $1B in Revenue and see how to reflect similar VoC themes in your own dashboards with Execution & Playbooks: What Metrics Belong in a Revenue Marketing Dashboard?
VoC becomes truly powerful when it’s not just a survey program, but a core input into your RMOS™ design—guiding where you invest, how you orchestrate, and how you prove the impact of Revenue Marketing on growth.
Frequently Asked Questions about VoC in RMOS™
Make VoC a Core Signal in Your RMOS™
We help B2B organizations wire Voice of the Customer into their Revenue Marketing Operating System—so every insight can be traced to pipeline, revenue, and retention.
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