How Will Digital Natives Change Acceleration Expectations?
As digital-native buyers and leaders dominate committees, “fast enough” gets redefined. They expect instant discovery, self-serve proof, and frictionless collaboration across every touch. Your Revenue Marketing Operating System (RMOS™) must evolve from managing campaigns to orchestrating always-on, buyer-led acceleration.
Digital natives will reset acceleration expectations from “respond quickly” to “remove all avoidable friction”. They expect journeys that are on-demand (self-serve content, pricing, and demos), context-aware (experiences that remember who they are and what they’ve done), and collaborative (supporting how buying groups actually make decisions). In an RMOS™ environment, that means building systems where marketing, sales, and CS can meet buyers in the moments they choose, not just in the motions you schedule.
How Digital Natives Will Raise the Bar on Acceleration
The Digital-Native Acceleration Playbook
Use this sequence to adapt your RMOS™ so it meets digital-native expectations for speed without sacrificing depth, trust, or governance.
Listen → Design → Enable → Orchestrate → Prove → Refine
- Listen to real journeys: Interview digital-native customers across roles to understand how they research, align internally, and decide. Map where they feel friction today—slow access, missing proof, or disconnected handoffs.
- Design self-serve foundations: Build rich digital paths—eGuides, ROI content, benchmarks, and use-case assets—that answer the questions buyers ask before they fill a form. Align this to RM6™ capability areas so content serves strategy, not random acts.
- Enable buying groups, not contacts: Tune your data model and orchestration so signals roll up to accounts and buying committees. Provide playbooks that recognize advocates, influencers, and economic buyers and help them collaborate quickly.
- Orchestrate in real time: Use engagement and intent signals to trigger next-best-actions: tailored nurtures, direct outreach, product tours, or peer proof. Ensure SLAs and routing reflect digital-native expectations for response time and quality.
- Prove value with data: Give buyers access to dashboards, benchmarks, and case studies that show performance and acceleration impact. Make it easy for them to export, share, or embed into internal decks and business cases.
- Refine through RMOS™ rhythms: Build operating cadences where RevOps and Revenue Marketing review journey speed, content performance, and digital-native satisfaction, then adjust plays, SLAs, and investments accordingly.
Digital-Native Acceleration Expectations: Maturity Matrix
| Capability | From (Legacy Expectations) | To (Digital-Native Expectations) | Owner | Primary KPI |
|---|---|---|---|---|
| Discovery & Education | Basic product pages and gated PDFs | Deep, self-serve education paths anchored in revenue marketing principles and outcomes | Revenue Marketing | Self-Serve Education Completion |
| Response & Routing | Next-business-day follow-up | Minutes-level response and intelligent routing based on signal strength and buyer readiness | Sales / SDR Leadership | Speed-to-First-Meaningful-Interaction |
| Buying Group Support | One-to-one outreach | Journeys and assets designed for multi-role, multi-region committees | RevOps | Engaged Personas per Opportunity |
| Value Communication | Generic benefit statements | Evidence-rich stories: benchmarks, dashboards, and case studies aligned to RM6™ capabilities | Marketing / Customer Marketing | Business-Case Conversion Rate |
| Channel Experience | Channel-centric campaigns | Buyer-centric orchestration with consistent story and context across channels | Marketing Ops | Journey Consistency Score |
| Measurement & Improvement | Lagging funnel reports | Execution dashboards that show journey speed, friction, and playbook impact in near real time | Analytics / RevOps | Cycle Time by Segment |
Client Snapshot: Meeting Digital-Native Buyers Where They Are
A technology provider selling into digital-native teams restructured its journeys around self-serve education and signal-based outreach. By pairing rich revenue marketing content with disciplined lead management, they accelerated decisions and materially grew pipeline. To see how a similar focus on orchestration and speed has impacted revenue at scale, explore Transforming Lead Management: Comcast Business.
Digital-native buyers won’t wait for legacy processes to catch up. When you align RMOS™, RM6™, and your go-to-market motions to their expectations, you transform acceleration from “fast follow-up” into a designed, always-on experience.
Frequently Asked Questions about Digital Natives and Acceleration
Redesign Your Revenue Marketing for Digital-Native Speed
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