Stephen Hurrell's Analyst Perspectives

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

Why Revenue Planning Should be Continuous and Year Round

Posted by Stephen Hurrell on Dec 2, 2021 3:00:00 AM

With the emergence of multiple selling channels and the rise of the subscription model, the need for a unified approach to revenue planning and execution should be a priority for every organization. As I have written about in my analyst perspective Revenue Management: The Opportunity for Innovation and Optimization, this need to unify the approach and focus on alignment across all revenue supporting teams in furtherance of an organization’s objectives and targets is of key importance to ensure that teams handle different aspects of a customer’s journey and experience. And, as I will further discuss, this alignment between groups is rarely a happy accident but rather the result of forward-looking, continuous planning.

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Topics: Sales, Customer Experience, Sales Performance Management, AI and Machine Learning, subscription management, sales engagement, revenue management

Revenue and Commercial Operations: The Difference Matters

Posted by Stephen Hurrell on Nov 18, 2021 3:00:00 AM

The emergence of the Chief Revenue Officer (CRO) has mirrored the adoption of the subscription model and the development of multiple selling and buying channels over and above the traditional direct sales model, referred to as Revenue Management. Supporting the traditional sales team and management was the sales operations team with responsibilities around incentive compensation, territory and quota planning, sales metrics and reporting and sales forecasting as well as sales engagement and enablement tools and applications. Aligned with this functional area under the CRO is another set of roles and functions called revenue operations or RevOps.

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Topics: Sales, Customer Experience, Analytics, Sales Performance Management, Digital Commerce, subscription management, partner management, sales engagement, revenue management

Pricefx Optimizes Pricing for Profits

Posted by Stephen Hurrell on Nov 12, 2021 3:00:00 AM

Traditionally, price management and optimization have been contained to certain industries, such as large-scale manufacturing and chemicals. Those industries involve potentially tens of thousands of stock-keeping units (SKUs) covering a wide variety of products and price points. For many organizations, pricing systems are “cost plus” or “follow the leader,” not typically designed to invoke optimization but rather just move pricing along. Price management is often seen as a complex, arduous task that yields small returns for the effort it dictates, and not a strategic lever.

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

Pricing Optimization Software Helps Maximize Revenue

Posted by Stephen Hurrell on Oct 13, 2021 3:00:00 AM

Price management and optimization is not a new discipline, but until now, it has been restricted to particular industries — such as discrete manufacturing and chemicals — where there are potentially hundreds if not thousands of stock-keeping units covering many interdependent products.

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Topics: subscription management, pricing management, profitability management, revenue management