What Is Pedowitz Group’s POV on the Future of Advocacy & Loyalty?
Advocacy and loyalty are moving from afterthought programs to a core RM6 value engine. Our POV: design transparent value exchanges, connect member actions to outcomes, and operationalize advocacy as a growth motion—measured in your Revenue Marketing Index.
Our POV: the next era of advocacy & loyalty is earned, orchestrated, and attributable. Replace points-for-purchases with relationship economics—member contributions (reviews, references, stories, referrals, co-creation) earn meaningful value (access, status, outcomes). In RM6, advocacy is a lifecycle motion that improves acquisition, expansion, and retention—and it’s governed by consent, trust, and measurable impact.
What Changes Next for Advocacy & Loyalty?
The RM6 Advocacy & Loyalty Playbook
Build a durable engine that earns advocacy, operationalizes loyalty, and proves revenue impact.
Define → Map → Enable → Activate → Attribute → Optimize → Scale
- Define value exchanges: List member contributions (reviews, references, stories, referrals) and set transparent rewards.
- Map to journeys: Tie advocacy offers to lifecycle moments (onboarding cohorts, expansion use cases, renewal milestones).
- Enable data & consent: Standardize IDs, capture preferences, and stream community/advocacy signals into MA/CRM.
- Activate programs: Launch reference desk, customer stories studio, review drives, and peer enablement groups.
- Attribute impact: Connect contributions to pipeline influence, win rate lift, and retention/expansion health.
- Optimize incentives: Test rewards (access, status, education) for cost-to-impact ratio; retire unused perks.
- Scale with governance: Publish rules, protect privacy, and review fairness, bias, and accessibility quarterly.
Advocacy & Loyalty Capability Maturity Matrix (RM6)
| Capability | From (Ad Hoc) | To (Operationalized) | Owner | Primary KPI |
|---|---|---|---|---|
| Strategy | Points & promos | Value exchanges linked to RM6 motions & OKRs | Marketing/RevOps | Revenue Marketing Index Score |
| Programs | One-off campaigns | Always-on reviews, references, stories, referrals, community | Advocacy/Community | Contribution Rate |
| Data & Attribution | Manual tagging | Event stream with consented IDs and multi-touch influence | RevOps | Influenced Pipeline/ARR |
| Incentive Design | Generic rewards | Tiered access, education, and status with fairness controls | Marketing/CS | Cost per Contribution |
| AI Assist | Manual identification | Predictive advocate finding & story-opportunity matching | Analytics/RevOps | Time-to-Find Advocate |
| Trust & Governance | Unclear terms | Transparent rules, consent, accessibility & bias reviews | Legal/Privacy/Community | Member Trust/CSAT |
Client Snapshot: Advocacy that Moves the Needle
An enterprise provider operationalized reviews, references, and customer stories tied to expansion plays—raising win rates on reference-backed deals and improving renewal health. For large-scale transformation context, see Transforming Lead Management: Comcast Business.
Loyalty isn’t purchased—it’s earned and engineered. Advocate programs that respect consent, reward contribution, and close the loop with product and lifecycle marketing will outperform discount-dependent models.
Frequently Asked Questions about Advocacy & Loyalty
Benchmark Advocacy & Loyalty in RM6
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