Stephen Hurrell's 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: sales engagement, AI & Machine Learning, revenue management, Office of Revenue

B2B Digital Commerce: The Good, Bad and Needed

Posted by Stephen Hurrell on Sep 8, 2022 3:15:00 AM

You would be forgiven for thinking that no one buys anything in person any more given the pages of digital ink spilled over the rise of digital commerce led by the rise and rise of Amazon. However, one quick errand run on a Saturday morning would easily give lie to this, as parking lots are full, not just at grocery stores but for everyday retail as well as big box stores. Likewise, in business-to-business (B2B) commerce, despite the advertised demise, person-to-person sales are still a major part of B2B purchases.

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Topics: Digital Commerce, subscription management, revenue management, Office of Revenue

Lead to Cash – What does it really mean to you?

Posted by Stephen Hurrell on Jul 13, 2022 3:00:00 AM

“Lead to cash” is an often-used term and is a companion to “quote to cash” and “order to cash”. What they all represent is an approach which recognizes that there is a process designed to convert a lead from a qualified interest to an active sale, through quote and contract negotiation, to order or contract, invoice and payment. “Quote to cash” and “order to cash” are subsets of this process, with different starting places, but ultimately end in the same place: with a payment for a delivered product or service.

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Topics: revenue management, Office of Revenue

Maximize Alignment through Revenue Performance

Posted by Stephen Hurrell on Mar 30, 2022 4:00:00 AM

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 addressed this shift, focusing on available product capabilities that support customer needs as well as their overall experience.

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Topics: revenue management, Revenue Performance Management

Subscription Management Elevates Experience Through Automation

Posted by Stephen Hurrell on Mar 29, 2022 3:00:00 AM

Ventana Research defines subscription management as the processes and technology needed to manage the subscriber experience from the first digital touch to the continuous modifications of orders for services and billing. Effective subscription management requires a new generation of applications designed to manage the life cycle of subscriptions and provide subscribers with the experiences they expect. The subscription business model has grown in popularity across many industries, and for many organizations it is now part of how they conduct business. Organizations, whether through line extensions, completely new businesses or through mergers and acquisitions, now have a mixed business model combining subscription and usage with one-time sales, often as a bundle of related products and services. The model establishes a regular, predictable income stream and monetizes existing and new assets. In addition, usage-based pricing is preferred by many consumers, both B2B and B2C, because it is more closely aligned to actual consumption patterns. For product companies, selling by subscription enables them to maintain ongoing contact with customers to facilitate future sales. Subscription is also popular with customers as it allows a degree of control from the buyer’s point of view and can be cancelled or modified, typically online, in a frictionless manner.

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Topics: subscription management, revenue management

Why Your ERP and CRM Won’t Transform Your Business

Posted by Stephen Hurrell on Mar 18, 2022 3:00:00 AM

Digital Transformation. The Subscription Economy. Omni-Channel Selling. Customer Centric. These are all terms used to label trends and events that are changing the way business is being conducted, a change that has accelerated due to recent events. Regardless of the terminology, there is no doubt that the way vendors and buyers are interacting, whether B2C or B2B, is different today for many organizations than it was even five years ago. But to be fair, no technology on its own can transform your business without changes to the other two key elements: people and processes. In addition, change is unlikely to happen if you are also relying on your existing ERP or CRM systems.

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Topics: Sales, Digital Commerce, subscription management, partner management, revenue management

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, sales engagement, revenue management, Revenue Performance Management

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, sales engagement, revenue management, Revenue Performance Management

The Necessity of Revenue Performance Management

Posted by Stephen Hurrell on Jan 27, 2022 3:00:00 AM

Ventana Research was the first market research firm to focus on the emerging area of sales performance management (SPM), which we define as a coordinated set of sales-related activities, processes and systems that enable organization. Over the past decade, SPM has become more science than art. Properly managing a sales organization requires effective planning, which in turn requires key performance and sales indicators built on a foundation of relevant metrics. But this is changing. As more organizations embrace the subscription business model and engage with additional selling channels over and above direct sales, the concept of the primacy of new sales is transforming to a more holistic view of revenue.

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Topics: Sales, Sales Performance Management, sales engagement, revenue management

AI for Sales: Technology is Ready but Are You?

Posted by Stephen Hurrell on Dec 28, 2021 3:00:00 AM

The internet is a rich source of information and is used by buyers to research new applications and offerings well before ever engaging a vendor and salesperson. Along with massive growth in offerings, this is a major reason why sales teams are facing increasing challenges to successfully sell and attain targets.

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Topics: Sales, AI and Machine Learning, sales engagement, revenue management