What New KPIs Will Define Advocacy Success in RMOS Dashboards?
As Revenue Marketing Operating Systems mature, advocacy moves from anecdotes to instrumented influence. Track peer proof, product-led signals, and revenue impact with a KPI set that’s built for RM6™ governance and board-ready reporting.
New RMOS-ready advocacy KPIs include Advocate Density (champions per account & role), Reference Readiness Rate, Community-to-Pipeline Ratio, Referral-Sourced & Influenced Revenue, Proof-Point Velocity (case studies, reviews, UGC), Activation-to-Advocacy Time, Product Signal → Advocacy Lift (usage cohorts), and Earned Amplification (shares, mentions, syndication). Together, they quantify advocacy’s contribution from signal → opportunity → revenue → expansion.
What Matters for Advocacy KPIs in RMOS?
The RMOS Advocacy KPI Playbook
Use this sequence to design a trustworthy dashboard that sales believes and the board adopts.
Define → Instrument → Model → Attribute → Visualize → Activate → Govern
- Define events & entities: Champion, referenceable customer, community member, reviewer, user group lead.
- Instrument sources: CRM (contacts/opps), CS platform, product analytics, community, review sites, PRM/reference tools.
- Model identity: Resolve person & account across systems; tag roles and relationship depth.
- Attribute impact: Time-window rules + multi-touch weights for referral/influence vs. coincidence.
- Visualize KPIs: Standard tiles with trend lines, targets, and stage-level drilldowns.
- Activate plays: Trigger reference asks, peer-intro motions, and champion marketing when thresholds hit.
- Govern & QA: Weekly anomaly checks; quarterly metric definitions review; consent audits.
Advocacy KPI Maturity Matrix
| Capability | From (Ad Hoc) | To (Operationalized) | Owner | Primary KPI |
|---|---|---|---|---|
| Identity Resolution | Duplicate contacts; manual lists | Unified person graph with role tagging & consent | RevOps | Advocate Density |
| Attribution | Last-touch anecdotes | Time-ordered multi-touch with holdouts | Analytics | Advocacy Influence % |
| Content & Proof | Static case studies | Proof-Point Velocity & reuse across stages | Marketing | Proof-Point Velocity |
| PLG Signals | Limited usage views | Feature cohort → advocacy lift modeling | Product/CS | Product Signal → Advocacy Lift |
| Sales Activation | Ad hoc reference asks | Playbooked triggers & SLA with AEs | Sales | Reference Utilization Rate |
| Outcomes | Storytelling | Pipeline, Win Rate, NRR with advocacy slices | Finance/RevOps | NRR Lift (Advocate vs. Non) |
Client Snapshot: From Champions to Revenue Signals
A B2B provider unified community, CSAT, and product telemetry to surface champions and referenceable moments inside the CRM. Result: +18% win-rate on deals with verified champions and 23% faster cycle when a relevant case study was shared pre-POC. Explore measurement rigor in related work: Revenue Marketing Dashboard Metrics · Comcast Business
Make advocacy operational: standardize definitions, automate activation, and let dashboards prove impact—so advocacy earns budget alongside demand and product.
Frequently Asked Questions about Advocacy KPIs
Build an Advocacy KPI Dashboard That Moves Revenue
Use proven metrics, attribution, and governance patterns that sales and finance trust.
Revenue Marketing Dashboard Benchmark with the Revenue Marketing Index