How Will RMOS™ Incorporate Journey Acceleration as a Standard Pillar?
Journey acceleration becomes a standard pillar of RMOS™ by elevating buyer and customer journeys to a first-class lens for planning, baking velocity and friction reduction into every cadence, and linking journey improvements to revenue outcomes through RM6™, dashboards, and playbooks.
RMOS™ will incorporate journey acceleration as a standard pillar by codifying journeys as a core dimension of the operating model—alongside strategy, planning, execution, and measurement. That means defining canonical journeys in RM6™, setting explicit acceleration targets (cycle time, conversion, experience) for each, embedding those targets into RMOS™ cadences, and governing work through dashboards and playbooks that show how changes to journeys drive pipeline, revenue, and customer value.
What Does It Mean for Journey Acceleration to Be a Pillar?
The Journey Acceleration Pillar Inside RMOS™
Here’s how RMOS™ turns journey acceleration from a buzzword into a repeatable, governed way of running revenue marketing.
Define → Instrument → Prioritize → Execute → Measure → Scale
- Define canonical journeys and outcomes. Using RM6™, identify the core journeys that matter most (e.g., New Logo Acquisition, Expansion, Renewal, Onboarding). For each, align on target outcomes across volume, velocity, value, and experience.
- Instrument journeys with shared metrics. Map touchpoints and data sources, then standardize KPIs like cycle time by stage, conversion rates, engagement scores, and health indicators. Feed these into a shared revenue marketing dashboard so everyone sees the same picture.
- Prioritize acceleration opportunities in RMOS™. In RMOS™ planning cadences, use data to select the journeys and stages where acceleration can create the most value, and translate them into funded workstreams with clear hypotheses and owners.
- Execute through cross-functional playbooks. Build and iterate on playbooks that specify offers, content, channels, routing rules, SLAs, and sequencing. RMOS™ ensures Sales, Marketing, and CX all understand and can execute the designed journey accelerators.
- Measure impact and refine. Compare pre- and post-playbook metrics at journey level: faster progression, higher conversion, improved NPS, and incremental pipeline and revenue. RMOS™ reviews ensure wins and misses are documented and shared.
- Scale and standardize what works. Proven acceleration patterns are templated, added to the RMOS™ playbook library, and rolled out across geos, segments, or product lines—with clear guidance on where local adaptation is allowed.
Journey Acceleration Pillar Maturity Matrix
| Capability | From (Ad Hoc) | To (Operationalized in RMOS™) | Owner | Primary KPI |
|---|---|---|---|---|
| Journey Inventory | Scattered maps built for one-off projects. | Single, RM6™-aligned library of journeys with clear definitions, outcomes, and priority tiers. | RevOps / Marketing Strategy | % Journeys with Defined Outcomes & Owners |
| Measurement & Signals | Basic funnel metrics, limited journey visibility. | Standard KPIs and signals for each journey, surfaced in revenue marketing dashboards. | Analytics / BI | Journey-Level Data Coverage |
| Acceleration Playbooks | Tactics documented in decks and email threads. | Codified playbooks linked to journeys, with triggers, steps, and content mapped in RMOS™. | Marketing Ops / CX | Playbook Adoption & Win Rate Lift |
| Cross-Functional Governance | Journey decisions made in siloed meetings. | Regular RMOS™ forums where Marketing, Sales, and CX jointly prioritize and approve journey changes. | CMO / CRO | % Priority Journeys with Joint Governance |
| Experimentation & Learning | Isolated A/B tests without shared learning. | Structured test backlog and learning agenda at journey level, integrated into RMOS™ cadences. | Growth / Digital | # Validated Journey Experiments per Quarter |
| Scaling & Standardization | Wins are hard to replicate across geos and segments. | Documented patterns and guardrails that allow local adaptation while preserving core journey design. | Global Marketing / Regional Leads | Time to Scale Proven Plays |
Client Snapshot: Journey Acceleration Embedded in the Operating Model
For a large B2B provider, improving the lead-to-opportunity journey wasn’t just a one-time project—it became a core pillar of how revenue marketing operated. By redesigning lead management, optimizing automation, and aligning teams around shared metrics, they were able to accelerate progression and drive meaningful revenue impact. You can see how this kind of discipline plays out in Transforming Lead Management: How Comcast Business Optimized Marketing Automation and Drove $1B in Revenue , where better journeys, processes, and governance all contributed to measurable results.
By treating journey acceleration as a standard pillar of RMOS™, you move from occasional “experience projects” to a systematic, data-backed way of continuously improving how buyers and customers move through your ecosystem.
Frequently Asked Questions about Journey Acceleration in RMOS™
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