Ventana Research Analyst Perspectives

The Potential of Marketing in 2020: Ventana Research Agenda

Posted by Mark Smith on Feb 27, 2020 6:00:00 AM

Ventana Research recently announced its 2020 research agenda for marketing, continuing the guidance we’ve offered for nearly two decades to help organizations derive optimal value from business technology and improve outcomes. Chief Marketing Officers are under pressure to spearhead technology investments that help better align marketing experiences with their brand and to optimize consumer demand for products and services. This challenge is frequently heightened by a lack of centralized data related to customers and products that can help an organization meet operational and analytics needs. Organizations need a marketing data platform that connects applications and services; however, a lack of data science skills has hampered the marketing organization’s full potential.

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Topics: Marketing, Voice of the Customer, Product Information Management, Digital Marketing, Digital Commerce, intelligent marketing

The Ventana Research Operations and the Supply Chain Agenda in 2020

Posted by Mark Smith on Feb 26, 2020 6:00:00 AM

Ventana Research recently announced its 2020 research agenda for operations and the supply chain, continuing the guidance we’ve offered for nearly two decades to help organizations across industries derive optimal value from business technology and improve outcomes. Organizations must shift their focus on technology investments to include not just operational productivity but the efficiency of the processes that impact customers’ and workers’ experiences.

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Topics: Continuous Planning, Product Information Management, Price and Revenue Management, Operations & Supply Chain, Enterprise Resource Planning, continuous supply chain

The Revolution in Sales in 2020: Ventana Research Agenda

Posted by Mark Smith on Feb 25, 2020 6:00:00 AM

Ventana Research recently announced its 2020 research agenda for sales, continuing the guidance we’ve offered for nearly two decades to help organizations derive optimal value from business technology and improve outcomes. Chief sales and revenue officers face an imperative to manage the sales organization but they don’t always have the guidance they need to embrace technology and gain the best possible outcomes. As we look forward to 2020 we’re focusing on the selling experience and the applications that simplify processes and tasks across the sales organization.

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Topics: Sales, Product Information Management, Sales Performance Management, Digital Commerce

Blockchains Pose Problems of Persistence and Trust

Posted by Robert Kugel on Jan 15, 2020 6:00:00 AM

I’ve written before about blockchain’s significant potential. A lot of the current discussion on the topic centers on cryptocurrencies and financial trading platforms, both of which are already in operation. However, my focus is on its applicability to business generally, especially in B2B commerce, where I believe there is significant potential for it to serve as a universal data connector. There’s also a great deal of potential for blockchain to provide individuals with greater power in managing their identity and greasing the wheels of trade. That noted, those designing and planning to implement commerce-related blockchains must address fundamental issues if blockchain technology is to achieve its potential.

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Topics: Sales, Human Capital Management, business intelligence, Collaboration, Internet of Things, Data, Product Information Management, Digital Commerce, Enterprise Resource Planning, blockchain, candidate engagement, collaborative computing, continuous supply chain

Gaining Dynamic Insights on Sales Planning

Posted by Mark Smith on Oct 15, 2019 7:00:00 AM

Managing sales processes and resources without careful planning is a recipe for failure. Effectiveness in sales starts with planning that involves the full range of stakeholders. This planning should involve a systematic process, incorporate all relevant information and be supported by capable software designed for this purpose. Furthermore, everyone who participates in sales-related activities, including those dealing with quotas, territories and resources, should be providing input for the planning. Without broad participation the likelihood of less-than-optimal planning increases and anyone who is excluded may not fully buy into the plan and its execution.

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Topics: Sales, Product Information Management, Sales Performance Management, Digital Commerce, subscription management, intelligent sales