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        Stephen Hurrell's Analyst Perspectives

        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

        Having worked at a start-up during the first wave of artificial intelligence (AI) that was predicted to revolutionize sales in the mid-2010s, I guess I am a natural skeptic when it comes to new claims about how AI will change sales forever. In the mid-2010s, vendors were using machine learning (ML) models trained on sets of historical opportunity data that represented closed won and closed lost deals. The ML models were looking for correlation and patterns to see whether they could predict...

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        Topics: Digital Commerce, sales engagement, 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 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

        Ventana Research recently announced its 2023 research agenda for the Office of Revenue, continuing the guidance we’ve offered for nearly two decades to help organizations realize their optimal value from applying technology to improve business outcomes. Chief Sales and Revenue Officers face an imperative to manage their sales and revenue organizations, but they don’t always have the guidance they need to embrace technology to achieve the best possible outcomes. As we look forward to 2023, we...

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        Topics: Sales, Analytics, Internet of Things, Data, Sales Performance Management, Digital Technology, Digital Commerce, Conversational Computing, mobile computing, Subscription Management, extended reality, intelligent sales, partner management, sales engagement, AI & Machine Learning

        Those of us who have worked in or alongside sales teams have observed that many sales fundamentals have changed over the years. Yet, in many ways, they have not. One essential that has not changed is sales enablement. How do you onboard salespeople and quickly bring them up to speed? Or, how do you introduce new products and services so the sales team is conversant and knowledgeable about them? In years past, this would have happened at the head office or a regional office, with videos and...

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        Topics: sales engagement, Office of Revenue

        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...

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        Topics: sales engagement, AI & Machine Learning, revenue management, Office of Revenue

        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

        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...

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

        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,...

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        Topics: Sales, Customer Experience, Marketing, Sales Performance Management, partner management, sales engagement, revenue management, Revenue Performance Management
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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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