Revenue Marketing Transformation
Use RM6 + the RM Journey to build a modern, revenue‑accountable marketing org—starting with 90‑day pilots.
This executive guide is a practical blueprint—operating model, roadmap, and scorecards—to move from ad‑hoc campaigns to an orchestrated, predictive growth system.
Start Your 90-Day PilotExecutive Vision
Vision
Marketing, Sales, and Customer Success operate as one revenue team—this is Revenue Marketing—accountable for pipeline, NRR, and profitable growth.
How we start
Pick two 90‑day pilot pathways mapped to RM6 pillars and the RM Journey; prove value fast without a multi‑year program.
What we measure
Pipeline lift (sourced + influenced), NRR, cycle time, forecast accuracy, and adoption %—all visible in one board‑ready dashboard.
Guardrails & proof
Weekly pilot reviews, privacy/brand guardrails, and exit criteria (≥2 tests/week, adoption ≥70%, forecast error trending down).
Scale path
Chain successful pilots over 6–12 months to progress stages from Traditional/Lead Gen → Demand Gen → Revenue Marketing.
Who This Is For
- CMOs/CROs, Marketing & RevOps leaders at growth‑stage and enterprise B2B companies
- Product‑led and sales‑led orgs seeking one operating system across demand, ABM, lifecycle, and partner motions
RM6 Operating System
Your operating system has six pillars. Below, each pillar is organized under its header categories with the specific elements that roll up to it.
🎯 Strategy
Market and Revenue Strategies
Go to Market; Revenue Strategy; Business Alignment Strategy
Organizational Foundations
Organizational Strategy; Strategic Marketing/Revenue Operations
Brand and Culture
Brand Strategy; Culture Strategy
👥 People
Leadership and Management
Leadership and Management Effectiveness; Training and Development
Team Dynamics and Collaboration
Cross-Functional Collaboration; Stakeholder Alignment
Talent Management
Workforce Planning; Skill Development; Performance Management
⚙️ Process
Workflow & Process Optimization
Workflow Optimization; Campaign Prioritization; Cross-Functional Agility
Customer Acquisition and Growth
Demand Generation; Partnership Development
Customer Engagement and Retention
Customer Lifecycle Management; Retention Marketing
💻 Technology
Technology Strategy and Innovation
Technology-Enabled Revenue Growth; Technology Innovation
Technology Adoption and Management
Technology Selection; Data-Driven Performance; Change Management
Stack Management
Vendor Performance; Technology Stack Operations
🤝 Customer
Customer Insights and Strategy
Customer Insight Management; Voice of Customer; Engagement Strategy
Customer Experience
CX Strategy; Content Strategy; Personalization at Scale
Lifecycle Management
Account-Based Engagement; Buyer Journey Management
📈 Results
Revenue Growth and Profitability
Revenue Growth; CLV Maximization; Retention; Upselling
Performance Measurement
Analytics and Reporting; Tactical Optimization; Operational Efficiency
Strategic Decision-Making
Strategic Decisions; AI-Driven Decisions; Data-Driven Prioritization
The RM Journey (Maturity Model)
| Stage | Description | Key Characteristics |
|---|---|---|
| Traditional | Marketing operates as a cost center | Ad‑hoc campaigns, minimal alignment with sales, limited data, vanity metrics |
| Lead Generation | Marketing focuses on MQL volume | Hand‑offs to sales, collaboration improves, quality inconsistent, basic attribution |
| Demand Generation | Marketing and sales co‑own pipeline | Full‑funnel programs, data‑driven, ABM emerges, pipeline impact measurement |
| Revenue Marketing | Unified revenue team | Shared KPIs, orchestrated journeys, multi‑touch attribution, precise forecasting |
Journey Progression
Traditional → Lead Gen → Demand Gen → Revenue Marketing with four pilot pathways overlaid — branded palette, typography, and iconography.
Pilot‑First Roadmap (90 Days)
Weeks 0–2: Align & Scope
- Confirm RM6 pillar owners and the two pilot pathways
- Baseline the RM Journey stage per pillar (T/LG/DG/RM)
- Lock KPIs, guardrails, RACI, and instrumentation fixes
Weeks 3–6: Build & Launch
- Stand up workflows, content, and targeting
- Connect MAP/CRM/CS systems
- Activate first experiments and sales plays
- Publish Dashboard v1
Weeks 7–12: Prove & Decide
- Maintain ≥2 experiments/week
- Document lift and learnings
- Go/No‑Go at week 10
- Prep "Scale Pack" (playbooks, templates, budget ask)
Exit Criteria
- Pipeline targets met (sourced + influenced)
- Adoption ≥70% among target roles
- Forecast error trending down
- Data quality ≥95% on key fields
- Governance signed off; scale plan drafted
Pilot Pathways (Choose Two)
Below are pilot menus using your RM6 capability language and matrix style. Each pilot lists example plays aligned to the exact capability lines in your framework so teams can execute fast and show lift.
1) Demand & ABM Pipeline Pilot
Goal: Create a predictable, revenue‑accountable acquisition engine.
Owner: MOPs + RevOps | Cadence: Weekly pilot demo; bi‑weekly value review
RM Journey: Lead Gen → Demand Gen
Implementation Details
- Strategy: Finalize ICP & offer library; define 1:few ABM themes by vertical
- People: Joint planning with Sales/CS; enablement kit mapped to buying roles
- Process: Prioritization scorecard; air‑cover + SDR plays; experiment cadence (≥2/wk)
- Technology: Account/intent data unification; routing & SLA automation
- Customer: Build 1:few ABM micros, role‑based messaging, personalization
- Results: Dashboard tracking visit→lead, MQA/MQL→SQL, meeting rate, pipeline
2) Lifecycle & Expansion Pilot
Goal: Increase GRR/NRR via onboarding, adoption, renewal, and expansion.
Owner: CS Ops + Marketing Ops | Cadence: Weekly pilot demo; bi‑weekly value review
RM Journey: Demand Gen → Revenue Marketing
Implementation Details
- Strategy: Define lifecycle stages, moments‑that‑matter, and value metrics
- People: CS + Marketing co‑owned save/expand plays; QBR templates
- Process: Risk/opportunity triggers; play orchestration and SLA handoffs
- Technology: Product + CS data to health scores; renewal alerts to reps
- Customer: Onboarding sequences; adoption nudges; advocacy content
- Results: Dashboard tracking activation, product depth, renewal rate, NRR
3) Measurement & Attribution Pilot
Goal: Establish board‑ready visibility and ROI standards.
Owner: RevOps + Analytics/Finance | Cadence: Weekly dashboard sync; bi‑weekly value review
RM Journey: Traditional/Lead Gen → Demand Gen
Implementation Details
- Strategy: Agree on definitions (MQA/MQL/SQL, sourced vs. influenced)
- People: CMO/CRO/CFO agreement on cadence and dashboard packet
- Process: Standardize campaign taxonomy, UTM governance
- Technology: Stand up a warehouse/CDP view; hybrid attribution
- Customer: Journey‑stage reporting in one view
- Results: Value tracker (pipeline $, NRR Δ, hours saved)
4) Workflow & Automation Pilot
Goal: Remove friction; speed execution and handoffs.
Owner: RevOps + MOPs | Cadence: Weekly ops standup; bi‑weekly value review
RM Journey: Traditional → Lead Gen
Implementation Details
- Strategy: Define intake → prioritization → production → QA → launch → learn
- People: RACI and SLAs; ops office hours; play‑adoption targets
- Process: Lead routing & enrichment; partner workflow; QA checklists
- Technology: Automation coverage baseline; vendor QBRs
- Customer: Standard response times and nurture routes by segment
- Results: Dashboard tracking cycle time, SLA adherence, throughput
Matrix View (RM6 × Pilot Pathways)
| RM6 Pillar | Demand & ABM | Lifecycle & Expansion | Measurement & Attribution | Workflow & Automation |
|---|---|---|---|---|
| 🎯 Strategy | ✓ | ✓ | ✓ | ✓ |
| 👥 People | ✓ | ✓ | ✓ | ✓ |
| ⚙️ Process | ✓ | ✓ | ✓ | ✓ |
| 💻 Technology | ✓ | ✓ | ✓ | ✓ |
| 🤝 Customer | ✓ | ✓ | ✓ | ✓ |
| 📈 Results | ✓ | ✓ | ✓ | ✓ |
Choose two pilots; tag each task with RM6 pillar and RM Journey stage move (e.g., LG→DG).
Pilot Governance & Scale
- Intake → risk rating → approval SLA for every pilot
- Human‑in‑the‑loop for brand/claims; privacy by design
- Weekly pilot standup, bi‑weekly value review, monthly architecture review
- Each successful pilot graduates with a Scale Pack: playbooks, budget, owner, and 12‑month milestones
Pilot Risk Rubric
Low: Channel/content tests with no PII exposure; human review required.
Medium: Segmentation/routing changes or expanded audiences; rollback plan + change log.
High: Pricing/access impacts, sensitive data, or large audience exposure; legal/privacy review, staged rollout, enhanced monitoring.
Quarterly Scale Path
Quarter 1
Two pilots live; publish playbooks; hit quarterly pipeline targets.
Quarter 2
Add a third pilot; orchestrate across programs; reallocate 10–20% budget to winners.
Quarter 3
Introduce predictive elements (propensity, offer optimization).
Quarter 4
Operate as a unified revenue team on RM KPIs; standardize templates and governance.
Workstreams & Deliverables (by Pillar)
🎯 Strategy
Deliverables: Market & revenue strategy, ICPs & offers, quarterly GTM plan, alignment charter
KPIs: Win rate, ACV, target account engagement, sourced/influenced pipeline
👥 People
Deliverables: Leadership cadence, collaboration model, enablement plan, role scorecards
KPIs: Adoption of programs & plays, certification rates, time‑to‑productivity
⚙️ Process
Deliverables: Campaign prioritization framework, workflow automation, cross‑functional SLAs
KPIs: Experiment velocity, cycle time, SLA adherence, program throughput
💻 Technology
Deliverables: Architecture map, integration plan (MAP/CRM/CS/CDP), governance & change mgmt
KPIs: Data completeness, automation coverage, forecast accuracy, platform adoption
🤝 Customer
Deliverables: Journey maps, VoC loop, personalization patterns, lifecycle/expansion plays
KPIs: Activation, product depth, GRR/NRR, expansion pipeline, advocacy
📈 Results
Deliverables: Board‑ready dashboard, attribution model, value tracker
KPIs: CAC/LTV, revenue per employee, ROI by program, forecast error
Operating Model & Governance
Leadership Structure
Leadership: CMO/CRO co‑sponsor; RM6 capability owners; single Program Management Office
Cadence: Weekly program stand‑up, bi‑weekly value review, monthly architecture review, quarterly portfolio review
Guardrails: Brand/claims review, privacy & data minimization, model monitoring for any predictive elements
RACI Snapshot
| Role | Stakeholders |
|---|---|
| Responsible | Program owners, MOPs/RevOps, Content Ops |
| Accountable | CMO/CRO |
| Consulted | Sales leadership, CS leadership, Finance, Legal/Sec |
| Informed | Exec team, field teams, partners |
Program Portfolio
- Prime Motions: Flagship inbound engine, 1:few ABM by industry, lifecycle adoption series
- Growth Bets: Partner‑sourced co‑marketing, competitive takeouts, product‑led trials
- Enablement: Sales plays matched to programs; QBR templates and narrative
- Quarterly Investment Review: Shift 10–20% of budget to top‑performing programs; sunset bottom quartile
KPIs & Dashboards
Definitions Cheat Sheet
MQA = Marketing Qualified Account | MQL = Marketing Qualified Lead | SQL = Sales Qualified Lead
Sourced = created by marketing | Influenced = touched by marketing
GRR = gross revenue retention | NRR = net revenue retention
Acquisition
Visit→lead, MQA/MQL→SQL, meeting rate, sourced pipeline, CAC
Sales
Stage conversion, cycle time, win rate, forecast accuracy
Success
Activation, product depth, renewals, NRR, advocacy
Efficiency
Content throughput, automation coverage, revenue/employee
Worked Example
Traffic: 50,000 visits/mo | Baseline visit→lead: 2.5% | Lift: +0.8 pts (to 3.3%)
Lead→Opp: 25% | ASP: $30,000
Additional opps: 50,000 × (0.033 − 0.025) × 0.25 = 100
Pipeline: 100 × $30,000 = $3.0M/mo
At 25% win rate: $750k/mo
Risks & Antipatterns (and Fixes)
Common Pitfalls to Avoid
- ❌ Campaign factory without strategy → Start with ICPs/offers and quarterly program briefs
- ❌ Measurement theater → Fewer, decision‑useful metrics; quarterly ROI reallocation
- ❌ Tool‑led transformation → Process first, then tools; document SLAs
- ❌ No change management → Training plan, office hours, and certification goals
90‑Day Kickoff Plan (to prove momentum)
- Weeks 0–2: Confirm RM6 owners, ICPs/offers, and program calendar; fix critical data gaps
- Weeks 3–6: Launch one inbound + one ABM + one lifecycle program; instrument tests
- Weeks 7–12: Publish dashboard v1; run 2–3 tests/week; hold the first portfolio review
Exit Criteria
Dashboard live, ≥2 tests/week, source + influence pipeline targets hit for the quarter
RM Journey Assessment Matrix
Use this one-page matrix in exec workshops. For each pillar, circle your current stage and star your 90‑day target.
| RM6 Pillar | Traditional | Lead Generation | Demand Generation | Revenue Marketing |
|---|---|---|---|---|
| 🎯 Strategy | Ad‑hoc campaigns; siloed goals | LG goals set; ICP/offer draft | Full‑funnel programs; ABM emerges | Unified revenue plan; ROI‑tied funding |
| 👥 People | Directive mgmt; skill gaps | Basic enablement; some cross‑team | Coaching culture; shared goals | High‑performance unified team |
| ⚙️ Process | Manual, inconsistent | Documented workflows | Prioritization & testing cadence | Agile, automated, self‑optimizing |
| 💻 Technology | Basic MAP/CRM | Core stack connected | CDP/warehouse view; attribution | AI‑assisted orchestration |
| 🤝 Customer | Transactional interactions | Nurtures & onboarding emerge | Journey‑mapped; VoC loop | Real‑time, hyper‑personalized |
| 📈 Results | Vanity metrics | Funnel KPIs; periodic reports | Pipeline/NRR dashboards | Predictive analytics; board‑ready |
Scoring tip: Count how many pillars move T→LG, LG→DG, or DG→RM in 90 days—use that to choose pilot pathways.
Pilot Pick List (by Capability)
Check the pilots that best exercise each capability. Pre‑checks (☑) reflect common patterns from client work.
| Capability (RM6) | Demand & ABM | Lifecycle & Expansion | Measurement & Attribution | Workflow & Automation |
|---|---|---|---|---|
| Go to Market | ☑ | ☐ | ☐ | ☐ |
| Business Alignment Strategy | ☑ | ☐ | ☑ | ☐ |
| Sales Enablement | ☑ | ☑ | ☐ | ☐ |
| Campaign Prioritization & Execution | ☑ | ☐ | ☐ | ☑ |
| Account‑Based Engagement | ☑ | ☐ | ☐ | ☐ |
| Customer Lifecycle Management | ☐ | ☑ | ☐ | ☐ |
| Data‑Driven Performance Mgmt | ☑ | ☑ | ☑ | ☑ |
| Measurement, Analytics & Reporting | ☐ | ☐ | ☑ | ☐ |
Use this pick list plus the Assessment Matrix to finalize two pilots in your kickoff.
Get Your 90‑Day Revenue Marketing Pilot Plan
What you get in 90 minutes: select two pilot pathways, define KPIs & guardrails, draft the first experiments & plays, set owners and exit criteria.
Deliverable (within 24 hours): your 90‑day Pilot Plan, playbooks and templates, and a board‑ready dashboard schema.
Start Your Transformation