Ventana Research Analyst Perspectives

I am happy to share insights gleaned from our latest Buyers Guide, a research and assessment of how well vendors’ offerings meet buyers’ requirements. The Revenue Performance Management Ventana Research Buyers Guide: 2023 is the distillation of a year of market and product research by Ventana Research. Drawing on our Benchmark Research, we apply a structured methodology built on evaluation categories that reflect the real-world criteria incorporated in a request for proposal to Revenue...

Having just completed the 2023 Ventana Research Buyers Guide for Revenue Performance Management, I want to share some of my observations about how the market has advanced since our assessment one year ago. 

A lot has changed in business over the past ten years. The rise of e-commerce and omnichannel buying and engagement, the increasing digitization of the economy and the broader adoption of pricing and revenue models such as subscription and usage. And these are all having an impact on how business leaders need to think about their organizations.

While many vendors have focused on developing new technologies and features to improve sales execution through more personalized and targeted sales enablement, lead and sales opportunity progress tracking and scoring, manager coaching and conversational intelligence, it seems that sales and revenue teams are realizing that this is not, in and of itself, enough to arrest the decline in quota attainment and the general failure of most sales teams’ members to make targets. But, as Antoine de...

The topic of revenue operations has been extensively covered recently, not least by vendors extolling the virtues of their particular offering. But as with much of the software industry, vendors often see the market through the lens of their current product capabilities rather than what is necessarily needed. With the rise of the mixed-revenue model that includes subscription and usage pricing as well as one-time sales, combined with the growth in self-service commerce, the result is more teams...

A year ago, I wrote about how technology could be useful in an inflationary period, correctly anticipating the world we live in now. Responding effectively to changes in costs is always challenging, but even more so because of the choppy and chaotic nature of the current environment. Many organizations have a limited or no ability to raise prices, and are forced to find ways to minimize the impact of rising costs. And while it’s true that some organizations have a degree of pricing power,...

Ventana Research is happy to share insights gleaned from the latest Value Index research, an assessment of how well vendors’ offerings meet buyers’ requirements. The 2022 Revenue Performance Management (RPM) Value Index is the distillation of a year of market and product research. Drawing on our Benchmark Research, we apply a structured methodology built on evaluation categories that reflect the real-world criteria incorporated in a request for proposal to vendors supporting the spectrum of...

As organizations shift focus to a broader definition of sales that includes all sources of revenue, vendors are also pivoting to include “revenue” as part of promotional messaging. But it’s my view that just changing your message or description does not necessarily deliver the capabilities and product experiences customers need to successfully plan, execute and achieve revenue targets and objectives. The just-completed 2022 Ventana Research Value Index for Revenue Performance Management...

There is much vendor activity and customer interest in making better use of data, to improve the sales process in the face of increased pressure to achieve organization revenue goals. As detailed in my Analyst Perspective: The Art and Science of Sales from the “Inside Out," enhanced buyer research as well as the inclusion of more people in the buying process, have made selling harder, evidenced by a general trend of declining quota attainment. There is no denying that better use of data can...

Revenue performance management and the role of revenue operations is moving to the forefront of sales organizations, aligning departments around a single view of the business with shared revenue targets and goals. This facilitates the needs of the sales department as well as customer experience, marketing and renewals. The concept of RevOps does not yet have a widely shared common definition within organizations. Because revenue organizations include workers associated with sales operations,...