How will VoC teams work with revenue marketing in the next decade?

VoC teams will provide the customer insight that shapes revenue marketing strategies, campaigns, and dashboards. They will partner with revenue marketing and RevOps to segment customers, prioritize themes, and measure how experience improvements affect pipeline, bookings, and retention.

What role will AI play in VoC teams over the next ten years?

AI will help VoC teams summarize large volumes of verbatim feedback, detect themes and sentiment, and build predictive models for churn and expansion. Human VoC experts will focus on validating insights, setting priorities, and guiding customer-led change across the organization.

How will success for VoC teams be measured in the future?

Success will be measured by the impact of VoC on business outcomes such as churn reduction, expansion ARR, customer health scores, and cost-to-serve improvements, in addition to experience metrics like NPS and CSAT. Closed-loop metrics will also matter, such as closed-loop rate and time-to-close-the-loop.

What steps can organizations take now to prepare their VoC teams for the next decade?

Organizations can start by redefining their VoC charter to include revenue outcomes, integrating VoC data into shared revenue dashboards, building cross-functional governance, and investing in skills such as analytics, journey design, and change management within the VoC team.

How will VoC teams evolve in the next decade?

In the next decade, VoC teams will evolve from survey centers of excellence into customer insight and action offices. They will blend qualitative feedback with product, digital, and revenue data; sit closer to RevOps and revenue marketing; and be accountable for closed-loop execution, churn reduction, expansion, and experience-led growth. Roles will broaden (data science, journey design, change management), tech stacks will integrate with revenue dashboards, and VoC leaders will increasingly own prioritization of customer-driven investments across product, marketing, and CX.

How Will VoC Teams Change Over the Next Ten Years?

From Survey Managers to Signal Architects — VoC teams will design multi-source listening systems that combine surveys, product usage, support interactions, and social signals into a unified view of the customer.

From CX Function to Revenue Partner — VoC will move under or alongside revenue marketing and RevOps, with shared goals around retention, expansion, and customer lifetime value—not just NPS improvements.

From Static Reports to Real-Time Dashboards — Monthly slide decks give way to live, role-based dashboards that integrate VoC metrics directly into revenue marketing dashboards and operational scorecards.

From Findings to Orchestrated Plays — Instead of simply sharing insights, VoC teams will trigger automated plays in marketing automation, sales engagement, and success platforms based on customer signals and risk scores.

From Specialists to Cross-Functional Squads — VoC will increasingly operate as embedded squads in product, marketing, and success teams, pairing analysts with journey owners and change leaders to drive execution.

From Lagging Scores to Predictive Signals — VoC teams will use predictive models and AI to anticipate churn, expansion readiness, and advocacy, and align those models with revenue marketing forecasting.

The VoC Team Evolution Playbook

Use this sequence to evolve your VoC team from a reporting function into a growth engine that shapes strategy, journeys, and revenue marketing in the decade ahead.

Clarify → Connect → Re-skill → Embed → Operationalize → Measure → Evolve

Clarify the mission: Redefine VoC as the function that turns customer insight into growth, with explicit accountability for retention, expansion, and experience improvements—not just survey scores.
Connect VoC to revenue systems: Integrate VoC platforms with CRM, product analytics, marketing automation, and your revenue marketing dashboard so teams can see feedback alongside pipeline, bookings, and ARR.
Re-skill around analytics and change: Add skills in data science, product analytics, journey design, and change management. Tomorrow’s VoC leader is as comfortable discussing cohort analysis and ARR as they are discussing NPS.
Embed VoC in journeys and squads: Place VoC practitioners in cross-functional squads (e.g., onboarding, renewal, expansion, partner) that own specific journeys with shared KPIs and funding.
Operationalize closed-loop governance: Make it easy to assign, track, and close VoC items with SLAs. Establish governance forums where leaders prioritize themes and sponsor initiatives based on VoC evidence.
Measure VoC’s business impact: Track KPIs such as VoC-influenced churn reduction, revenue saved, expansion ARR, and cost-to-serve improvements, and surface them in revenue marketing reports.
Evolve with AI and automation: Use AI to summarize verbatims, detect themes, and propose plays—while VoC leaders focus on prioritization, ethics, and human decision-making.

VoC Team Maturity Matrix for the Next Decade

Dimension	From (Today)	To (Next-Decade VoC)	Primary Owner	Primary KPI
Org Positioning	VoC nested under CX, focused on surveys	Customer Insight & Action Office partnered with RevOps and revenue marketing	CRO / CCO	VoC-Influenced Revenue
Scope of Work	Survey design, reporting, and ad hoc analysis	Signal architecture, journey prioritization, play design, and change management	Head of VoC / Insights	Initiatives Launched from VoC Themes
Data & Technology	Standalone VoC platform	Integrated data stack with VoC, product, and revenue metrics in a single dashboard	RevOps / Data	Unified Customer View Coverage
Operating Model	Central team sending reports to business owners	Embedded squads with VoC experts inside key journeys and segments	Journey Owners	Journey-Level Retention & NPS
Measurement	Focus on NPS, CSAT, and response rates	Balanced scorecard with retention, expansion, and closed-loop KPIs	CX / Finance	Churn & Expansion Impact from VoC
Culture & Leadership	CX advocates “for the customer”	All leaders share accountability for customer-driven revenue outcomes	Executive Team	Executive Participation in VoC Governance

Client Snapshot: From Feedback Program to Growth Engine

A large B2B organization repositioned its VoC team from survey owners to a cross-functional “customer insight and action” hub. By integrating VoC with marketing automation, sales data, and revenue dashboards, they prioritized customer-led changes that improved conversion and retention—much like the integrated, data-driven approach that helped Comcast Business optimize marketing automation and drive $1B in revenue. VoC is no longer a report; it’s a roadmap.

In the next decade, the most successful VoC teams will be the ones that speak the language of revenue, embed with product and go-to-market teams, and use insight to orchestrate connected experiences across the customer lifecycle.

Frequently Asked Questions about the Future of VoC Teams

Where will VoC teams sit in the organization in the future?

Many VoC teams will move closer to Revenue leadership, RevOps, or integrated customer offices. They’ll still partner closely with CX, but their mandate will increasingly include revenue, not just satisfaction or loyalty scores.

What skills will future VoC leaders need?

Future VoC leaders will need a mix of data and business skills: analytics, experimentation, journey design, storytelling, change management, and an understanding of revenue marketing principles and financial metrics like ARR, churn, and LTV.

How will VoC teams work with revenue marketing?

VoC teams will provide the customer truth that shapes revenue marketing strategies, plays, and dashboards. Insights from VoC will inform segmentation, messaging, content priorities, and metrics on the revenue marketing dashboard.

What role will AI play in VoC teams over the next decade?

AI will help VoC teams summarize verbatims, detect themes, and predict risk or opportunity at scale. Human experts will focus on validating insights, prioritizing initiatives, and guiding the organization through customer-led change.

How will VoC success be measured in the future?

Success will be defined by business outcomes such as churn reduction, expansion ARR, customer health, and cost-to-serve improvements—supported by experience metrics and closed-loop KPIs, not just NPS or response rates alone.

What first steps can we take to modernize our VoC team?

Start by redefining your VoC charter, integrating VoC data into a shared revenue dashboard, and aligning with frameworks like the Revenue Marketing Index to understand where you are on the maturity curve and where VoC can accelerate progress.

Get Your VoC Team Ready for the Next Decade

We’ll help you reposition VoC as a core part of revenue marketing—connecting customer insight, journeys, and growth KPIs into one operating model.

Request a Revenue Marketing Assessment Review the Key Principles of Revenue Marketing

Explore More on VoC, Revenue Marketing, and Growth

Revenue Marketing Index What Is Revenue Marketing? Pedowitz RM6 Insights Execution & Playbooks: What Metrics Belong in a Revenue Marketing Dashboard? Revenue Marketing eGuide

How Will VoC Teams Evolve in the Next Decade?

How Will VoC Teams Change Over the Next Ten Years?

The VoC Team Evolution Playbook

Clarify → Connect → Re-skill → Embed → Operationalize → Measure → Evolve

VoC Team Maturity Matrix for the Next Decade

Client Snapshot: From Feedback Program to Growth Engine

Frequently Asked Questions about the Future of VoC Teams

Get Your VoC Team Ready for the Next Decade

Get in touch with a revenue marketing expert.

Send Us an Email

Schedule a Call

Solutions

Resources

About TPG