How Will RMOS™ Evolve to Integrate CLG as a Pillar?
See how RMOS™ will add community-led growth as a core pillar, uniting product, marketing, sales, and success around shared revenue and customer value.
RMOS™ will evolve to integrate community-led growth (CLG) as a pillar by treating community as a strategic revenue motion, not a side channel. That means defining CLG programs alongside demand, ABM, and customer marketing; connecting community signals to RM6™ metrics and dashboards; and aligning people, processes, data, and technology so that product, marketing, sales, and success can use community to drive pipeline, expansion, and advocacy.
What Will Change When CLG Becomes an RMOS™ Pillar?
The RMOS™ + CLG Integration Playbook
Use this sequence to bring community-led growth into RMOS™ without breaking the foundations of your existing revenue engine.
Define → Map → Design → Instrument → Activate → Optimize
- Define CLG for your business: Align executive teams on what community-led growth means in your context—customer communities, user groups, partner hubs, or all three—and how it supports acquisition, expansion, and retention.
- Map CLG to RMOS™ pillars: Identify where community already interacts with demand, ABM, partner, product, and customer marketing. Document touchpoints, handoffs, and owners.
- Design CLG plays and swimlanes: Define specific CLG plays (launch programs, advocacy, peer support, co-created content) and embed them in your revenue marketing playbooks, with clear responsibilities across teams.
- Instrument data and governance: Connect community platforms to CRM and marketing automation. Standardize tags, member profiles, and events so CLG activity can be scored, routed, and reported.
- Activate coordinated journeys: Use RMOS™ to orchestrate journeys where community is: the first touch, a mid-funnel nurturer, or a post-sale value multiplier. Align SLAs so Sales and Success respond to community signals.
- Optimize with RM6™ metrics: Add CLG KPIs to your Revenue Marketing Index view—community-influenced pipeline, expansion ARR, and advocacy impact—and refine plays based on performance.
RMOS™ + CLG Maturity Matrix
| Capability | From (Current RMOS™) | To (RMOS™ with CLG Pillar) | Owner | Primary KPI |
|---|---|---|---|---|
| Strategy & Governance | Community tactics sit outside revenue planning | CLG defined as a pillar in RMOS™ with OKRs and governance | CMO / CCO / Community Leader | CLG contribution to company OKRs |
| Data & Signals | Fragmented community analytics | Community events, topics, and member data integrated into CRM and RM dashboards | RevOps / Data | Coverage of community signals on target accounts |
| Programs & Plays | One-off events and forums | Codified CLG plays within RMOS™ playbooks across lifecycle stages | Marketing / Community | Play performance by segment and stage |
| Measurement & Dashboards | Engagement vanity metrics | Community-influenced pipeline, ARR, and health visualized in revenue dashboards | RevOps | Community-influenced revenue |
| Tech & Integration | Standalone platforms with manual exports | Community stack integrated with marketing automation, CRM, and product analytics | Marketing Ops / IT | Data latency & integration coverage |
| Culture & Community Ops | Isolated community team | Community embedded across GTM with enablement and shared rituals | Community / HR / Enablement | Cross-functional CLG participation |
Client Snapshot: From Campaign-Centric to Operating-System-Led Growth
A global B2B brand re-architected its revenue marketing operating system to better connect customer touchpoints across channels. By treating engagement data as a first-class signal and aligning teams around a shared operating model, they unlocked significant pipeline and revenue gains. In a related transformation, Comcast Business optimized marketing automation and drove $1B in revenue by evolving its operating approach—laying the groundwork for future motions like community-led growth.
As CLG becomes an RMOS™ pillar, you move from isolated community activity to a repeatable, measurable growth engine that strengthens every other revenue motion.
Frequently Asked Questions about RMOS™ and Community-Led Growth
Make CLG a Measurable Pillar in Your RMOS™
Benchmark your revenue marketing maturity and design an operating system where community-led growth is built in—not bolted on.
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