How Will RMOS™ Evolve to Include Onboarding as a Core Capability?
The Revenue Marketing Operating System (RMOS™) is moving beyond acquisition and nurture to treat onboarding as a revenue-critical lifecycle program—with shared data, playbooks, and dashboards that connect early value realization to long-term growth and expansion.
RMOS™ will evolve to include onboarding as a core capability by adding onboarding as a first-class lifecycle stage, standardizing cross-functional playbooks, and instrumenting time-to-value, adoption, and expansion signals in the same way it manages lead management and opportunity flow today. Onboarding journeys, content, and metrics will be modeled directly in RMOS™, so revenue teams can design, orchestrate, and optimize onboarding with the same rigor they apply to demand generation and pipeline.
What Matters as RMOS™ Brings Onboarding into the Core?
The RMOS™ Onboarding Evolution Playbook
Use this sequence to imagine—and then build—RMOS™ with onboarding as a core, measurable capability instead of a loosely managed handoff.
Assess → Define → Integrate → Instrument → Orchestrate → Measure → Optimize
- Assess current onboarding maturity: Inventory how onboarding is handled today across sales, CS, marketing, and product. Use frameworks like RM6™ and the Revenue Marketing Index to understand where onboarding sits in your current revenue operating model.
- Define onboarding as a lifecycle stage in RMOS™: Clarify entry/exit criteria (e.g., “post-close to first value”), standard milestones, and core KPIs. Treat onboarding as a named lifecycle program with budget, owners, and SLAs.
- Integrate data and systems: Connect CRM, CS platforms, product analytics, and marketing automation so onboarding signals (usage, meetings, enablement, training completion) flow into RMOS™ in near real time.
- Instrument onboarding journeys and plays: Design standard onboarding paths by segment, product, and complexity. Encode them as orchestrated plays, workflows, and content programs within your revenue marketing stack.
- Orchestrate cross-functional execution: Align sales, CS, marketing, RevOps, and product around a shared onboarding plan surfaced in RMOS™—with tasks, alerts, and automation to keep work moving without constant manual chasing.
- Measure in revenue and lifecycle terms: Track time-to-first-value, activation percentages, usage milestones, and expansion pipeline. Add onboarding views and cohorts into your revenue marketing dashboards so leaders see onboarding’s revenue impact.
- Optimize and codify into RMOS™: Use findings from cohorts and tests to refine playbooks, adjust journeys, and update RMOS™ configuration, so onboarding capabilities improve over time—not just per project.
Onboarding as a Core RMOS™ Capability — Maturity Matrix
| Capability | From (Ad Hoc) | To (Operationalized in RMOS™) | Owner | Primary KPI |
|---|---|---|---|---|
| Lifecycle Definition | Onboarding loosely defined after “closed won” | Onboarding modeled as a distinct, governed lifecycle stage in RMOS™ | RevOps / CS Leadership | Onboarding Stage Coverage |
| Journeys & Playbooks | Project plans in slides and sheets | Standard journeys and plays encoded in RMOS™ by segment and product | Revenue Marketing / CS Enablement | On-Time Milestone Completion |
| Data & Signals | Usage and engagement data in silos | Product, engagement, and training signals flowing into RMOS™ for triggers and insights | Data & Analytics / Product Ops | Signal Coverage & Latency |
| Measurement & Dashboards | Anecdotal success stories | Unified revenue marketing dashboards that include onboarding KPIs and cohorts | Analytics / RevOps | Time-to-First-Value (TTFV) |
| Governance & Ownership | Hand-offs and ownership gaps | Defined RACI, SLAs, and escalation paths embedded in RMOS™ workflows | CS / Sales / RevOps | Onboarding NPS / CSAT |
| Technology & Automation | Manual emails and meetings | Automated, signal-based onboarding plays orchestrated through the revenue tech stack | Marketing Ops / CS Ops | Automated Play Adoption |
Client Snapshot: From Lead Management to Lifecycle Orchestration
When organizations modernize their revenue operations, they often begin with lead management and campaign performance—and then extend those capabilities deeper into the lifecycle. In one transformation, improved lead management and marketing automation helped a large B2B provider connect engagement to revenue at scale, driving substantial incremental impact across the customer journey. That same disciplined, RMOS-style approach can be applied to onboarding as it becomes a core capability. Explore the broader transformation story in Transforming Lead Management: How Comcast Business Optimized Marketing Automation and Drove $1B in Revenue .
As RMOS™ evolves, onboarding becomes a fully integrated revenue motion: defined in your frameworks, encoded in your tech stack, and visible in your dashboards—so leaders can treat early value realization with the same importance as net-new pipeline.
Frequently Asked Questions about RMOS™ and Onboarding
Make Onboarding a Core Capability in Your Revenue Marketing Operating System
We help organizations evolve RMOS™ so onboarding is instrumented, orchestrated, and measured like any other revenue program—from first value through expansion.
Take the Revenue Marketing Assessment (RM6) See Which Metrics Belong in Your Revenue Dashboard