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        Stephen Hurrell's Analyst Perspectives

        Ventana Research recently announced its 2024 research agenda for the Office of Revenue, continuing the guidance we have offered for nearly two decades to help enterprises across industries derive optimal value and improved outcomes from business technology. Chief Sales and Revenue Officers face an imperative to manage their sales and revenue organizations, but they do not always have the guidance they need to embrace technology. As we look forward to 2024, we are focusing on the entire selling...

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        Topics: Digital Commerce, Subscription Management, partner management, sales engagement, revenue management, Revenue Performance Management, Office of Revenue

        I recently published an Analyst Perspective on how the rise of omnichannel buyer engagement coupled with subscription pricing is increasing the complexity in achieving corporate targets. An example is the software provider who implemented a new self-service capability to speed fulfillment for existing customers by enabling the direct purchase of additional licenses without assistance from the assigned salesperson. But the desired outcome of faster fulfillment wasn’t realized. The initiative did...

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        Topics: revenue management, Office of Revenue

        There are stark reminders that all is not well in business-to-business sales and marketing land. Many organizations struggle to hit revenue targets, and individuals consistently fail to hit their quotas. Various reasons are put forward, but the more convincing argument is that buyer behavior has transformed over the years, requiring changes to the traditional way of engaging with B2B prospects and customers. Even Jon Miller, co-founder of Marketo, has acknowledged that the process on which he...

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        Topics: sales engagement, revenue management, Office of Revenue

        Customer relationship management systems have been around since Tom Siebel created one while working at Oracle in the late ‘80s and then monetized it founding Siebel Systems that eventually was bought by Oracle. When Salesforce launched its “No Software” slogan in the early 2000s, CRM moved to the cloud, but the concept was still based on a object model centered around an opportunity that represented a potential sale. The user interface allowed entry of data to the opportunity, along with...

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        Topics: sales engagement, revenue management, Office of Revenue

        PROS has been in business since 1985, but over the past 10 years, the company has transformed itself from being primarily a vendor of on-premises price optimization software supporting the airline industry to providing a cloud-based set of applications that use data and artificial intelligence (AI) to aid in price determination. PROS also offers a scalable configure, price, quote (CPQ) application. 

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        Topics: Digital Commerce, sales engagement, revenue management, Office of Revenue

        I wrote last year about how interest in pricing management is now expanding from the traditional use cases in industries such as manufacturing and chemicals. In part, this has been helped by technology changes that are allowing vendors to offer the advantages of pricing optimization and management without the “science project” approach, which has previously convinced many that the returns did not justify the disruption and time to value of traditional initiatives. All three parts of a typical...

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        Topics: revenue management, Office of Revenue

        Conga is part of our Office of Revenue market coverage and I recently attended the 2023 Conga Connect conference held in Orlando during April of 2023. The conference was the public reveal of a new Conga, with significant announcements in three main areas. First was the overall positioning within a self-designated category of revenue life cycle management. Secondly was the first public revealing of a new Conga platform. And finally, announcements of new partnerships were headlined by a...

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        Topics: Subscription Management, revenue management, Office of Revenue

        I have been involved with customer relationship management for over 15 years, and although that is not as long as the category has been around, it does coincide with an era where companies and commentators are calling into question the application’s effectiveness. To counter this perception, both CRM vendors and complementary third-party “add-ons” have developed new functionality that aims to improve the “R” in CRM, especially as it relates to sales engagement. But much of this additional...

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        Topics: sales engagement, revenue management, Office of Revenue

        Configure, price and quote (CPQ) software has been traditionally viewed as a specialist outpost of software, almost exclusively B2B and predominately used in manufacturing or specialty chemicals or other industries where there were large variants of similar products that required careful configuration, pricing and ultimately generating a quote that could be forwarded to a prospective customer for consideration. But in recent years, this has changed, both in the number of vendors offering CPQ...

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        Topics: revenue management, Office of Revenue

        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...

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        Topics: revenue management, Revenue Performance Management, Office of Revenue
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        • 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

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