Is journey acceleration a separate pillar in RM6?

No. Journey acceleration is an outcome of advancing all six RM6 pillars. When Strategy, People, Process, Technology, Customer, and Results are aligned to a shared lifecycle and revenue goals, customer journeys naturally become faster, smoother, and more valuable.

Where should we focus first to accelerate journeys with RM6?

Start by clarifying your lifecycle in the Strategy pillar and validating it in the Customer pillar. Then use the People and Process pillars to align teams and standardize handoffs, while Technology and Results ensure journeys are orchestrated and measured consistently.

How does the RM6 Assessment support journey acceleration?

The RM6 Assessment scores maturity across Strategy, People, Process, Technology, Customer, and Results. These scores reveal which pillars are slowing your journeys down and help you prioritize specific improvements that will have the biggest impact on velocity and revenue.

How do we know if our RM6 journey acceleration efforts are working?

Monitor changes in lifecycle metrics such as days-in-stage, stage conversion, pipeline velocity, and net revenue retention, alongside Revenue Marketing Index benchmarks. If these metrics improve after you refine pillars and journeys, your RM6-driven journey acceleration is working.

What are the pillars of journey acceleration in RM6?

The pillars of journey acceleration in RM6 are the same six RM6™ pillars—Strategy, People, Process, Technology, Customer, and Results—applied specifically to how buyers and customers move through your lifecycle. Strategy defines the journeys and revenue outcomes you want; People align around them; Process and Technology orchestrate them; the Customer pillar ensures they are buyer-centric; and Results proves which journey changes actually accelerate revenue.

How Each RM6 Pillar Fuels Journey Acceleration

Strategy — Defines your lifecycle model (The Loop™), target segments, and value moments. Journey acceleration starts with clear stages, owners, and revenue goals (pipeline, CLV, NRR) that every team is accountable for.

People — Aligns marketing, sales, CX, and RevOps on shared KPIs and SLAs. When teams operate from one journey map and one scorecard, handoffs tighten and buyers don’t stall between functions.

Process — Standardizes how leads, accounts, opportunities, and customers move from stage to stage. Clear entry/exit criteria, routing rules, and playbooks reduce friction and rework that slow down the journey.

Technology — Connects CRM, MAP, CDP, and product data so signals trigger the right plays at the right time. Integrated systems keep journeys moving with automated nurtures, alerts, and in-product guidance.

Customer — Centers the journey on buyer and customer outcomes: recognition, clarity, value realization, and advocacy. Acceleration comes from removing friction and confusion—not just adding more touchpoints.

Results — Measures lifecycle health with metrics like stage conversion, days-in-stage, pipeline velocity, NRR, and CLV. This pillar turns journey acceleration into a governed program instead of a one-time initiative.

The Journey Acceleration in RM6 Playbook

Use RM6 to turn journey acceleration from a set of disconnected projects into a revenue operating model that you can benchmark, manage, and scale.

Frame → Map → Align → Orchestrate → Instrument → Govern → Improve

Frame journeys in Strategy: Define your lifecycle stages (from anonymous to advocate), ideal customer profiles, and target outcomes for each stage. Decide where acceleration matters most: acquisition, onboarding, expansion, or all of the above.
Map reality with People: Bring leaders from marketing, sales, CS, and RevOps together to document current-state journeys. Capture who touches the customer when, how, and with what success metrics.
Codify flows in Process: Translate journey maps into standardized workflows, SLAs, and playbooks. Clarify ownership and “what happens next” rules for every meaningful customer and buyer signal.
Wire in Technology: Connect the tech stack so data flows and triggers work across channels. Use automation for routing, nurturing, alerts, and onboarding—not as a band-aid for broken processes.
Design experiences in Customer: Validate journeys against real customer expectations. Layer in the right content, offers, enablement, and success milestones so that acceleration feels natural and value-driven.
Instrument Results: Build dashboards and Revenue Marketing Index views that show how journey changes affect pipeline, velocity, CLV, and NRR. Make journey metrics visible at the executive level.
Improve continuously: Treat journey acceleration as an ongoing RM6 program. Run experiments at specific stages, prioritize pillars with the biggest gaps, and feed learnings back into Strategy and People enablement.

Journey Acceleration & RM6 Pillars: Maturity Matrix

Pillar	From (Ad Hoc)	To (Operationalized for Journey Acceleration)	Primary Owner	Primary KPI
Strategy	Generic funnel; unclear lifecycle and velocity targets	Documented lifecycle, target segments, and journey acceleration goals tied to revenue	CMO / RevOps	Pipeline Velocity & CLV
People	Teams operate in silos with conflicting incentives	Shared KPIs, SLAs, and planning cadence anchored to one journey map	Revenue Leadership / HR	SLA Adherence & Alignment Score
Process	Inconsistent lead/account treatment; manual handoffs	Standardized workflows and playbooks that advance buyers and customers stage by stage	RevOps / Sales Ops	Stage Conversion & Days-in-Stage
Technology	Disconnected tools, duplicate data, limited triggers	Integrated stack with lifecycle fields, signals, and automation that orchestrate journeys	Marketing Ops / IT	Signal Coverage & Automation Utilization
Customer	Campaign-first planning; minimal input from customers	Journey-first, outcome-based design; onboarding, adoption, and expansion mapped to value	Customer Success / CX	Time-to-Value & NRR
Results	Reporting on activities and isolated funnel metrics	RM6-aligned dashboards that link journey changes to revenue, CLV, and RM Index scores	Analytics / RevOps	Revenue Marketing Index & Journey Health

Client Snapshot: Using RM6 Pillars to Accelerate Journeys

In enterprise programs with organizations like Comcast Business, journey acceleration wasn’t a single campaign—it was a coordinated RM6 effort. Strategy clarified lifecycle stages and revenue goals; People and Process standardized lead management and handoffs; Technology connected marketing automation with CRM; the Customer pillar re-centered journeys on value; and Results tied improvements to pipeline and long-term revenue impact. The outcome: faster movement from lead to opportunity, improved conversion, and over $1B in revenue influence over time. Explore the story: Comcast Business Case Study

When you look at journey acceleration through RM6, it stops being a one-off initiative and becomes a governed capability: designed in Strategy, staffed and led by People, executed in Process and Technology, experienced by the Customer, and validated in Results.

Frequently Asked Questions about RM6 and Journey Acceleration

How many RM6 pillars support journey acceleration?

All six pillars—Strategy, People, Process, Technology, Customer, and Results—support journey acceleration. Each pillar focuses on a different part of the operating model, but they work together to move buyers and customers faster and more confidently through the lifecycle.

Is “journey acceleration” its own pillar in RM6?

No. Journey acceleration is an outcome of applying all six RM6 pillars to your lifecycle. It shows up when your strategy, teams, processes, technology, customer focus, and measurement are aligned around a shared journey and revenue goals.

Where should we start if our journeys feel slow or fragmented?

Start with Strategy and Customer. Define the lifecycle you want (stages, value moments, outcomes), then validate it with real customers. From there, use People and Process to align teams and codify handoffs, then update Technology and Results to support and measure the new journeys.

How does the Revenue Marketing Assessment (RM6) help?

The RM6 Assessment scores your maturity across all six pillars. That makes it easier to see which pillars are holding journey acceleration back—such as misaligned strategy, inconsistent processes, or gaps in lifecycle measurement—and prioritize where to act first.

What’s the connection between RM6 and the Revenue Marketing Index?

RM6 defines the pillars; the Revenue Marketing Index shows how mature organizations are in each area. Companies with stronger RM6 scores typically have clearer journeys, faster velocity, higher NRR, and more predictable revenue—evidence that their journey acceleration efforts are working.

How do we keep journey acceleration from becoming a one-time project?

Anchor it in the Results pillar. Build RM6-aligned dashboards that track lifecycle metrics alongside pipeline and revenue, review them in regular operating cadences, and tie leadership priorities and incentives to those measures. That’s how journey acceleration becomes part of how you run the business.

Activate the RM6 Pillars Behind Journey Acceleration

See where each pillar stands today, then design a roadmap that uses RM6 to accelerate your customer journeys and revenue outcomes.

Take the Revenue Marketing Assessment (RM6) Define Your Content Strategy

Explore Related Resources

Higher-Ed Growth Plan Revenue Marketing eGuide Revenue Marketing Maturity Assessment Account-Based Marketing

What Are the Pillars of Journey Acceleration in RM6?

How Each RM6 Pillar Fuels Journey Acceleration

The Journey Acceleration in RM6 Playbook

Frame → Map → Align → Orchestrate → Instrument → Govern → Improve

Journey Acceleration & RM6 Pillars: Maturity Matrix

Client Snapshot: Using RM6 Pillars to Accelerate Journeys

Frequently Asked Questions about RM6 and Journey Acceleration

Activate the RM6 Pillars Behind Journey Acceleration

Get in touch with a revenue marketing expert.

Send Us an Email

Schedule a Call

Solutions

Resources

About TPG