Ventana Research Analyst Perspectives

Initiatives using AI Improve Marketing and Sales Effectiveness

Posted by Stephen Hurrell on Sep 20, 2022 3:30:00 AM

I have written about vendor efforts to use artificial intelligence (AI) and advanced analytics in their applications targeted at sales and revenue teams to improve focus and prioritize activities, both for pipeline management as well as individual opportunities. Since then, vendors have continued to innovate, and there have been more releases showcasing efforts to aid sales and revenue. And with this continuing innovation, we believe that by 2026, two-thirds of revenue leaders will begin considering a new generation of revenue analytics and data-driven applications designed to improve performance and productivity.

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Topics: AI and Machine Learning, Revenue Management, Sales Engagement, Office of Revenue

The Member of the Sales Team that Technology Forgot

Posted by Stephen Hurrell on May 17, 2022 3:00:00 AM

Many – myself included – have written about the growth in technologies designed to aid in business-to-business sales and sales management by serving sales reps, line managers, executives and operations. But one area that has been ill-served is technical presales, or sales engineering. You may ask why this should matter. Aren’t presales engineers all about demonstrations? How could technology – beyond video conferencing – help?

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Topics: Sales Engagement, Office of Revenue

Why Finance and Legal are Important to Revenue and Sales Operations

Posted by Stephen Hurrell on Feb 25, 2022 3:00:00 AM

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 help in prioritizing and helping to advance the sales process more effectively. But this is not the whole story. Whereas generating interest and qualifying opportunity is a key part of the sales team’s role, all this progress can be undone with a cumbersome and clunky configure, price and quoting (CPQ) and contract life cycle management (CLM) process. Automated and digitized systems that handle these elements aid greatly toward a winning/successful close process and will set the right tenor for a continuing and sustained customer relationship. And although CPQ is often thought of as part of the finance department, as contracts are with legal, both of these processes should be seen as adjuncts of the sales process, and both sales and revenue leadership and operations teams need to align with finance and legal. My colleague Robert Kugel covers the finance perspective in more detail in his Analyst Perspective: Configure, Price and Quote Software Supports Profitability Management.

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Topics: Sales, Revenue Management, Sales Engagement, Revenue Performance Management

Improving the State of Analytics in Organizations

Posted by David Menninger on Feb 24, 2022 3:00:00 AM

Despite all the advances organizations have made with respect to analytics, our most recent research shows the majority of the workforce in the majority of organizations are not using analytics and business intelligence (BI). Less than one-quarter (23%) report that one-half or more of their workforce is using analytics and BI. This is a problem. It means organizations are not enabling their workforce to perform at peak efficiency and effectiveness. It means the workforce in many organizations does not have access to the same information by which they are being measured. It means organizations must find other ways to communicate with, and manage, the workforce.

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Topics: Sales, business intelligence, embedded analytics, Analytics, Data, Sales Performance Management, Digital Technology, Digital Commerce, natural language processing, subscription management, partner management, Revenue Management, Sales Engagement, Collaborative & Conversational Computing

Xactly Advances Support for Revenue Performance Management

Posted by Stephen Hurrell on Feb 15, 2022 3:00:00 AM

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, there tends to be a bias that RevOps leans towards sales management with the addition of customer success for retention and marketing.

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Topics: Sales, Customer Experience, Marketing, Sales Performance Management, partner management, Revenue Management, Sales Engagement, Revenue Performance Management