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Where Does Advocacy Fit Within the RMOS Lifecycle?

In the Revenue Marketing Operating System (RMOS), advocacy is both an output and an input: it’s earned through value realization and service excellence—and then fuels efficient acquisition, higher win rates, stronger retention, and expansion.

Key Principles of Revenue Marketing What Is Revenue Marketing? Pedowitz RM6 Insights

Advocacy touches every RMOS stage. It is activated after onboarding and value realization, expressed as reviews, references, and referrals during adoption and renewal, and reinvested into acquisition and expansion via plays that reduce CAC, accelerate stages, raise NRR, and lift CLV. RMOS makes this trackable with taxonomy, routing, incentives, and attribution—so advocacy shows up on the executive dashboard as incremental pipeline, win rate, NRR, and CLV lift.

Advocacy Across the RMOS Lifecycle

Strategy & Governance — Define advocacy taxonomy (review, reference, referral), eligibility, and incentives tied to brand safety and finance guardrails.
Demand & Acquisition — Use advocates as signals and sources: referral offers, customer stories, and social proof that lift conversion and lower CAC.
Conversion & Sales — Attach references and peer proof to late-stage deals; measure stage acceleration and win-rate delta vs. non-advocacy paths.
Onboarding & Adoption — Invite promoters into programs after value milestones (time-to-first-value, feature completion); trigger review requests contextually.
Retention & Expansion — Map advocate cohorts to lower churn hazard; use advocates to seed cross-sell/upsell peer plays and community events.
Measurement & Ops — Tag advocacy to opportunities and subscriptions; report incremental pipeline/ARR, NRR, and CLV—not just activity counts.

The RMOS Advocacy Playbook

Five moves to embed advocacy so it compounds growth across acquisition, retention, and expansion.

Define → Instrument → Activate → Route → Attribute → Govern

  • Define roles, eligibility, incentives, and KPIs (advocacy-sourced pipeline, win rate, NRR/CLV lift).
  • Instrument identity (advocate IDs, referral codes/UTMs) and value milestones that trigger invitations.
  • Activate reviews, references, and referrals with compliant, in-context prompts and rewards.
  • Route referred leads to fast lanes; attach references to active deals; log proof assets to CRM.
  • Attribute advocacy impact with uplift/MTA and matched cohorts; display stage acceleration and payback.
  • Govern monthly via a revenue council that reallocates budget from low-ROI paid to high-intent advocacy plays.

Advocacy Capability Maturity Matrix (RMOS)

Capability From (Ad Hoc) To (Operationalized) Owner Primary KPI
Taxonomy & Policy Unlabeled quotes & case studies Standardized review/reference/referral types with eligibility & brand safety Marketing Ops / Legal Policy Compliance, Data Completeness
Capture & Activation Occasional asks Milestone-based prompts, always-on referral offers CS / Product Marketing Invite→Participation %, Review Volume/Quality
Sales Integration Manual reference hunting Reference catalog & routing rules; referral fast lanes Sales Ops Stage Acceleration, Win Rate (Referred)
Attribution & Finance Tie-Out Last-touch counting Uplift/MTA to pipeline, NRR, CLV; bookings reconciliation Analytics / Finance Incremental Pipeline/ARR, Payback
Expansion Engine Isolated upsells Peer-led expansion plays and community events CS Ops / PMM Expansion ARR, Attach Rate
Executive Reporting Anecdotes ELT dashboard: CAC (Referral) vs CAC (Paid), NRR, CLV lift RevOps ROMI, CAC Payback

Client Snapshot: Advocacy as a Growth Flywheel

When advocacy is wired into RMOS—captured at value milestones, routed to sales, and attributed to revenue—organizations accelerate cycles and reduce CAC. Explore a transformation example: Transforming Lead Management: How Comcast Business Optimized Marketing Automation and Drove $1B in Revenue

To make advocacy visible at the top table, align your dashboard metrics and program design with RMOS principles and RM6 maturity benchmarks.

Frequently Asked Questions about Advocacy in RMOS

Is advocacy a late-stage activity or always-on?
Both. It’s earned post-onboarding and adoption, then run always-on with contextual prompts and incentives across the lifecycle.
Where does it plug into sales?
References attach to opportunities and referrals route to fast lanes with SLA alerts—measured on stage acceleration and win-rate lift.
How is impact reported to the ELT?
Through an executive dashboard that ties advocacy to incremental pipeline/ARR, CAC (Referral) vs CAC (Paid), NRR, and CLV—reconciled with Finance.
What data is required?
Advocate IDs, referral codes/UTMs, review/reference catalogs, opportunity data, product usage/NPS, and subscription/billing for NRR/CLV.
B2B vs. B2C differences?
B2B leans on references and peer councils; B2C emphasizes reviews and referral offers. The RMOS mechanics and KPIs remain consistent.

Operationalize Advocacy Inside RMOS

We’ll codify taxonomy, prompts, routing, and reporting so advocacy powers acquisition, retention, and expansion.

Revenue Marketing Assessment (RM6) Revenue Marketing Kit
Explore More
Execution & Playbooks: What Metrics Belong in a Revenue Marketing Dashboard? Key Principles of Revenue Marketing What Is Revenue Marketing? Pedowitz RM6 Insights Revenue Marketing Index

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