What KPIs Should Advocacy Report into RMOS Dashboards?
Connect customer advocacy to revenue by tracking references, reviews, stories, communities, and referrals inside your Revenue Marketing Operating System (RMOS)—so ABX, Sales, and CS see impact at a glance.
Advocacy should report into RMOS with a revenue-first lens: pipeline and revenue influenced by references and stories; win-rate lift when a reference is used; cycle time reduction tied to social proof; NRR/GRR improvements from advocates; and the unit economics of incentives (cost per reference/review vs. revenue impact). Layer these with buying stage and account hierarchy to show how proof accelerates opportunities and expansions.
Advocacy KPIs to Feed RMOS
RMOS Advocacy Reporting Playbook
Instrument advocacy once, surface impact everywhere: ABX, Sales, CS, and the revenue council.
Catalog → Tag → Trigger → Attribute → Visualize → Govern
- Catalog proof assets: Centralize references, case studies, reviews, and speakers with rights, regions, and industries.
- Tag by stage & role: Map each asset to buyer stage (awareness→commit) and persona (economic, technical, user).
- Trigger usage: Insert proof into ABX plays; log reference calls, review clicks, and story views back to CRM.
- Attribute revenue: Connect proof-touch to opp IDs and renewals; measure win-rate lift and time-to-close deltas.
- Visualize in RMOS: Dashboard tiles for reference-assisted pipeline, cycle time saved, NRR lift, and incentive ROI.
- Govern & optimize: Monthly review of coverage gaps, burnout risk, and top-performing assets; refresh or retire.
Advocacy KPI Maturity Matrix
| Capability | From (Ad Hoc) | To (Operationalized) | Owner | Primary KPI |
|---|---|---|---|---|
| Proof Asset Management | Scattered links | Central catalog with rights, freshness, stage/persona tags | PMM/Comms | Asset Freshness %, Coverage |
| Reference Ops | Manual requests | Workflowed matching, scheduling, and logging into CRM | Customer Marketing | Reference-Assisted Win Rate |
| Attribution | Clicks only | Opp/renewal-level tracking of proof touches | Analytics/RevOps | Influenced Revenue, Cycle Time Delta |
| Advocate Health | Unknown capacity | Active pool, burnout watch, role/geo coverage | Customer Marketing/CS | Active Advocates, Burnout Risk |
| Incentive Governance | Untracked spend | Incentive ledger tied to outcomes | Finance/Marketing Ops | Incentive ROI, Cost per Reference |
| Executive RMOS View | Slide updates | Real-time tiles for NRR, expansion ARPU, proof utilization | RevOps | NRR Lift, Expansion Revenue |
Client Snapshot: Proof Fuels Performance
Operational rigor makes advocacy visible and valuable. See how disciplined marketing operations drive outsized impact in Transforming Lead Management: How Comcast Business Optimized Marketing Automation and Drove $1B in Revenue.
Ground your dashboard design in Key Principles of Revenue Marketing, align stakeholders with What Is Revenue Marketing? Pedowitz RM6 Insights, and validate tiles against What Metrics Belong in a Revenue Marketing Dashboard?
Frequently Asked Questions: Advocacy KPIs for RMOS
Customize Your RMOS Advocacy Dashboard
Define tiles, events, and attribution so proof reliably predicts win rate, cycle time, and expansion.
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