CMO · Toolkit · Advanced · Saves 80+ hours
Customer Marketing Operating System
The complete system for building customer marketing as a strategic function - driving retention, expansion, and advocacy.
What's included
- Strategic Foundation
- Customer marketing scope and mission
- Team structure and roles
- Success metrics framework
- Cross-functional alignment
- Core Programs
- Advocacy program design
- Reference program framework
- Customer content strategy
- Event and community strategy
- Operating Model
- Campaign orchestration
- Customer communication governance
- Technology requirements
- Measurement and optimization
Best used when
- Building customer marketing function
- Defining strategy and scope
- Hiring first customer marketer
- Establishing metrics framework
- Aligning with CS and Sales
The template
The Template
STRATEGIC FOUNDATION
Customer Marketing Mission Statement
Customer Marketing exists to [accelerate/drive] [retention, expansion, advocacy]
by creating [programs/experiences] that help customers [achieve value/succeed]
and turn them into [advocates/partners] for [Company].
Scope Definition
| In Scope | Out of Scope |
|---|---|
| Post-sale communications | Pre-sale campaigns |
| Customer advocacy programs | Lead generation |
| Reference management | Prospect nurture |
| Customer events | Trade shows |
| Expansion marketing | Net new acquisition |
| Customer content | Top-of-funnel content |
Team Structure
| Role | Focus | Metrics Owned |
|---|---|---|
| Head of Customer Marketing | Strategy, programs | NRR, advocacy impact |
| Customer Advocacy Manager | References, reviews, CAB | Reference volume, review score |
| Customer Content Manager | Case studies, customer stories | Content production, usage |
| Customer Campaigns Manager | Lifecycle, expansion | Engagement, influenced revenue |
CORE PROGRAMS
Program Portfolio
| Program | Objective | Primary Metric | Cadence |
|---|---|---|---|
| Advocacy Program | Build advocate network | Active advocates | Ongoing |
| Reference Program | Support sales | References delivered | Ongoing |
| Review Program | Build social proof | Reviews/month | Ongoing |
| Customer Events | Drive engagement | Attendance, NPS | Quarterly |
| Community | Enable peer connection | Active members | Ongoing |
| Customer Advisory Board | Gather strategic input | Insights actioned | Bi-annual |
Program Prioritization Matrix
| Program | Impact on Retention | Impact on Expansion | Resource Req | Priority |
|---|---|---|---|---|
| High/Med/Low | High/Med/Low | High/Med/Low | 1-5 |
SUCCESS METRICS FRAMEWORK
Primary KPIs
| Metric | Definition | Target | Current |
|---|---|---|---|
| Net Revenue Retention | Revenue retained + expansion | % | |
| Reference Volume | References delivered/quarter | # | |
| Advocate Count | Active advocates | # | |
| Customer Content | Stories produced/quarter | # | |
| Customer NPS | Net Promoter Score | score |
Supporting Metrics
| Metric | Formula |
|---|---|
| Reference fulfillment rate | Delivered / Requested |
| Advocate activation rate | Active / Total enrolled |
| Customer event attendance | Attended / Invited |
| Review velocity | New reviews / Month |
CROSS-FUNCTIONAL ALIGNMENT
RACI Matrix
| Activity | Customer Mktg | Customer Success | Sales | Product |
|---|---|---|---|---|
| Reference requests | C | C | R | I |
| Customer communications | R | C | I | I |
| Case study development | R | C | I | C |
| Expansion campaigns | R | C | C | I |
| Product feedback | I | R | I | A |
| Customer events | R | C | I | C |
Frequently asked questions
What is the Customer Marketing Operating System?
The complete system for building customer marketing as a strategic function - driving retention, expansion, and advocacy.
Who is the Customer Marketing Operating System for?
It is built for CMOs and their teams working on Customer Marketing. The AI coach adapts it to your company, stage, and goals.
How long does the Customer Marketing Operating System take to use?
It saves roughly 80+ hours versus building from scratch. Our AI coach can tailor the toolkit to your situation in minutes, then hand you a step-by-step plan.
Is the Customer Marketing Operating System free?
Yes. You can read the full toolkit and start getting coached through it for free. Sign in to save your tailored version and track your next steps.
How does the AI coach help with the Customer Marketing Operating System?
The coach teaches you the framework, asks a few questions about your business, tailors the toolkit to you, and gives you measurable next steps to execute.