How Will RMOS™ Evolve to Incorporate VoC as a Core Pillar?
The Revenue Marketing Operating System™ (RMOS™) is moving from channel and campaign orchestration to a customer-signal-first operating system. As Voice of Customer (VoC) matures, RMOS™ will treat customer feedback and behavior as a core pillar that shapes strategy, journeys, plays, and dashboards across the entire revenue engine.
RMOS™ will evolve to incorporate VoC as a core pillar by standardizing customer signals as a first-class data domain, embedding VoC into journey plays and pods, and governing VoC metrics alongside pipeline and revenue. Instead of being a side project, VoC becomes a system-level input to strategy, prioritization, and forecasting—so every motion in RMOS™ can be steered by what customers are actually saying and doing.
What Changes When VoC Becomes a Core RMOS™ Pillar?
The RMOS™ + VoC Evolution Playbook
Use this sequence to move from “we collect feedback” to “VoC is built into our Revenue Marketing Operating System™ and used to steer growth decisions.”
Define → Model → Embed → Activate → Measure → Govern
- Define the VoC vision inside RMOS™: Clarify why VoC matters for revenue: which motions (acquisition, onboarding, expansion, renewal) it supports and which RM6™ pillars it strengthens (strategy, data, process, people, tech, results).
- Model VoC as a data domain: Standardize fields, taxonomies, and tagging for feedback across surveys, support, product, and success tools. Decide how VoC rolls into the Revenue Marketing Index and maturity views.
- Embed VoC in journeys and pods: Align VoC signals to The Loop™ and assign ownership to pods. Make sure each pod can see “their” customer feedback in backlogs, standups, and retrospectives.
- Activate VoC-driven plays: Use VoC patterns to trigger lifecycle sequences, save/expansion plays, and new content. Connect these plays to offers and metrics defined in your revenue marketing dashboard.
- Measure VoC in revenue terms: Link VoC themes to pipeline, win rate, cycle time, NRR, and advocacy. Build standard RMOS™ scorecards that executives can use to rank investments.
- Govern VoC as an operating system capability: Establish standards, cadences, and a VoC council as part of RMOS™ governance. Maintain a prioritized VoC backlog and track closed-loop actions across GTM teams.
RMOS™ + VoC Capability Maturity Matrix
| Capability | From (Ad Hoc) | To (Operationalized with RMOS™) | Owner | Primary KPI |
|---|---|---|---|---|
| VoC Data & Taxonomy | Scattered feedback in tools and slide decks | Standardized VoC data model integrated into RMOS™ architecture | RevOps / CX Analytics | VoC Data Coverage & Quality |
| Journey Integration | Feedback disconnected from lifecycle stages | VoC signals mapped to The Loop™ (pre-sale to post-sale) | Journey Owner / Marketing | Stage-Specific CX Scores |
| VoC-Driven Plays | Manual reactions to complaints | Standard playbooks triggered by VoC themes and thresholds | Marketing & Customer Success | Closed-Loop Rate |
| Measurement & Dashboards | CX metrics on separate reports | VoC metrics integrated into revenue dashboards and RMOS™ scorecards | Analytics / Revenue Operations | Revenue Influenced by VoC |
| Governance & Cadence | Occasional VoC projects with unclear ownership | Defined VoC council, cadences, and RMOS™ guardrails | Executive Sponsor / Rev Council | Actioned VoC Themes per Quarter |
| Culture & Skills | VoC seen as “CX team’s job” | Pods and GTM teams trained to use VoC in day-to-day decisions | People Leader / Enablement | VoC Adoption in Planning |
Client Snapshot: Turning Signals into $1B in Revenue Impact
In our work with Comcast Business, aligning data, journeys, and governance helped transform lead management and contributed to $1B in revenue. While that story focuses on lead optimization, the same RMOS™ principles apply when VoC becomes a core pillar: standardize signals, embed them in journeys, and measure impact in revenue terms. Explore the story: Transforming Lead Management: Comcast Business Case Study .
As VoC moves into RMOS™, it stops being a reporting function and becomes an operating system capability—one that shapes strategy, backlogs, plays, and dashboards in the same way lead management, campaigns, and forecasting do today.
Frequently Asked Questions about RMOS™ and VoC
Make VoC a First-Class Pillar of Your RMOS™
We help organizations evolve RMOS™ so customer signals are modeled, governed, and activated alongside every other revenue capability—strategy, journeys, and measurement.
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