Services for Organizations

Using our research, best practices and expertise, we help you understand how to optimize your business processes using applications, information and technology. We provide advisory, education, and assessment services to rapidly identify and prioritize areas for improvement and perform vendor selection

Consulting & Strategy Sessions

Ventana On Demand

    Services for Investment Firms

    We provide guidance using our market research and expertise to significantly improve your marketing, sales and product efforts. We offer a portfolio of advisory, research, thought leadership and digital education services to help optimize market strategy, planning and execution.

    Consulting & Strategy Sessions

    Ventana On Demand

      Services for Technology Vendors

      We provide guidance using our market research and expertise to significantly improve your marketing, sales and product efforts. We offer a portfolio of advisory, research, thought leadership and digital education services to help optimize market strategy, planning and execution.

      Analyst Relations

      Demand Generation

      Product Marketing

      Market Coverage

      Request a Briefing


        Ventana Research Analyst Perspectives

        About the Analyst

        Stephen Hurrell

        Stephen is responsible for the overall research direction for the Office of Revenue at Ventana Research, including the areas of digital commerce, price and revenue management, product information management, sales enablement, sales performance management and subscription management. He brings 20+ years of experience in product and CS leadership, developing data-driven applications in sales enablement, financial reporting and planning, and billing and monetization platforms, helping to scale product teams and support customers such as Workday, NCR, Thomson Reuters, Broadridge Financials, JP Morgan Chase, Unilever and AAA (NCNU), before moving into an analyst role. Prior to joining Ventana Research in 2020, Stephen was General Manager at InsideSales.com where he was responsible for the acquisition of C9 Analytics, VP of Product and AI strategy at RecVue and held roles at Oracle, Exigen and Aviso. Stephen earned his BS in Economics from the London School of Economics.


        Recent Posts

        There has been a lot of market activity around vendors offering sales-forecasting products (or functionality to address sales forecasting) as part of a wider technology offering for sales and revenue management. As I have discussed in my Analyst Perspective: The Art and Science of Sales from the Inside Out, the pandemic accelerated the prior trends that are now forcing sales leaders and sales teams to reexamine traditional notions of how B2B sales are conducted. In addition, with the rise of...

        Read More

        Topics: Sales, Office of Finance, Analytics, Business Planning, Sales Performance Management, Price and Revenue Management, AI & Machine Learning

        As laid out in my recent Analyst Perspective, Revenue Management: The Opportunity for Innovation and Optimization, revenue management is a new way look at generating and managing the top line. It unifies multiple sources: the traditional focus on new customers to existing customers as well as all types of revenue from new, additional channels. This could include customer retention, upsell and cross sell, in addition to other selling channels such as through partners or digital sales channels...

        Read More

        Topics: Sales, Analytics, Sales Performance Management (SPM), Price and Revenue Management, Digital Commerce, Subscription Management, AI & Machine Learning

        Subscription pricing models are no longer new. Many companies have experience with this pricing model even if there has not been complete adoption across their entire product and service offerings. Companies that use this model, or have spent time looking at the approach, understand the approach of a recurring revenue stream based on a repeating flat fee.

        Read More

        Topics: Performance Management, Sales, Customer Experience, Marketing, Office of Finance, Financial Performance Management, Price and Revenue Management, Digital Commerce, Predictive Planning, Subscription Management

        Observed both here and elsewhere, average sales quota attainments appear to be in an exorable decline. As I discussed in my recent Analyst Perspective, "The Art and Science of Sales from the 'Inside Out'," vendors of sales technology have reacted to this by adding a slew of new functionality including the potential for artificial intelligence (AI) to be a game changer for sales. One can argue that this use of AI is still relatively immature having been generally available only since 2014, but...

        Read More

        Topics: Sales, Human Capital Management, Analytics, Business Intelligence, Sales Performance Management, candidate engagement, sales enablement, AI & Machine Learning

        As I have discussed in my Analyst Perspective, The Art of Sales, from the Inside Out, the challenges facing direct sales leaders are not going away. Declining quota attainment, lack of visibility into deal health and difficulty in forecasting quarterly sales remain a challenge for sales leaders, resulting in a continuing reduction in duration of tenure.

        Read More

        Topics: Sales, Analytics, Sales Performance Management, Price and Revenue Management, sales enablement, AI & Machine Learning

        Digital commerce affects almost everyone’s lives. It is hard to remember a time when one could not sign on to a website like Amazon, order a product, pay for it and have it delivered to your front door within days, not weeks. Although catalogues have been around for a century or so, the digital-commerce revolution has changed the way we think about shopping for many of our everyday and special occasion products. Extend this to digital services, such as streaming videos or online games, and...

        Read More

        Topics: Sales, Customer Experience, Analytics, Business Intelligence, Product Information Management, Price and Revenue Management, Digital Commerce, AI & Machine Learning

        There is no doubt that the pandemic has accelerated the existing need for new technology that can help sales professionals do their jobs well in this quickly evolving market. In addition, market trends are driving the need for functionality that is aimed at the front-line sales professional and the manager, highlighting the demand for tools that can help arrest the decline in quota attainment, as well as helping salespeople supplement their traditional focus on sales quotas with activities such...

        Read More

        Topics: Sales, embedded analytics, Analytics, Internet of Things, Sales Performance Management, natural language processing, sales enablement, AI & Machine Learning

        With modern enterprises adopting and expanding their digital business with subscription and usage business, organizations need to think beyond the primacy of sales as their source of business success. A sustained customer experience is key, representing an organizational and cultural shift from the traditional emphasis on new sales to an equally important focus on customer retention and upsell/cross-sell opportunities. This mindset is also important to organizations involved in digital commerce...

        Read More

        Topics: Sales, Marketing, Analytics, Product Information Management, Sales Performance Management, Financial Performance Management, Price and Revenue Management, Digital Commerce, Subscription Management

        The current pandemic has disrupted many of the traditional sales methods used by field-sales organizations to engage, and sell to, buyers. In an effort to provide help, many vendors have recently announced new features that focus less on the management of sales organizations and more on tools to help salespeople sell. This has been coupled with a renewed interest in using data to help with the science, alongside the art, of selling, as referenced in my AP: The Art and Science of Sales from the...

        Read More

        Topics: Sales, Analytics, Data, Product Information Management, Sales Performance Management (SPM), Digital Technology, sales enablement, Sales Engagement, AI & Machine Learning

        Ventana Research recently announced its 2021 research agenda for the Office of Sales, continuing the guidance we’ve offered for nearly two decades to help organizations realize optimal value from applying technology to improve business outcomes. Chief sales and revenue officers are experts in their respective fields but may not have the guidance needed to employ technology effectively. As we look to 2021, we are focusing on the entire selling and buying journey and the applications that...

        Read More

        Topics: Sales, Analytics, Financial Performance, Internet of Things, Data, Sales Performance Management, Digital Technology, Digital Commerce, mobile computing, Subscription Management, extended reality, intelligent sales, partner management, Office of Sales, Machine Conversational Computing, Sales Engagement, AI & Machine Learning
        JOIN OUR COMMUNITY

        Our Analyst Perspective Policy

        • Ventana Research’s Analyst Perspectives are fact-based analysis and guidance on business, industry and technology vendor trends. Each Analyst Perspective presents the view of the analyst who is an established subject matter expert on new developments, business and technology trends, findings from our research, or best practice insights.

          Each is prepared and reviewed in accordance with Ventana Research’s strict standards for accuracy and objectivity and reviewed to ensure it delivers reliable and actionable insights. It is reviewed and edited by research management and is approved by the Chief Research Officer; no individual or organization outside of Ventana Research reviews any Analyst Perspective before it is published. If you have any issue with an Analyst Perspective, please email them to ChiefResearchOfficer@ventanaresearch.com

        View Policy

        Our Analysts

        Subscribe to Email Updates

        Posts by Month

        see all

        Posts by Topic

        see all


        Analyst Perspectives Archive

        See All