Office of Revenue

Our Expertise

The continuous pressure to generate revenue and outperform cannot be addressed successfully without strategic investments into the people and processes that drive sales forward. What’s required are effective methods to manage revenue performance ranging from coaching and compensation management to the optimization of quotas and pipelines in every channel of revenue. In today’s competitive environment attempting to utilize sales force automation, using spreadsheets and email rather than dedicated, purpose-built applications are ineffective. The path to maximization of your organization’s revenue potential starts with a close evaluation of dedicated applications that help with continuous improvement and alignment in revenue operations and performance and in areas like digital commerce, partner management, revenue performance management, sales engagement and subscription management.

Ventana Research offers knowledgeable, research-based guidance on sales to help you build core competencies that will increase your organization’s potential for revenue. To attain excellence in the office of revenue it is critical to evaluate investments based on their potential to augment rather than detract from revenue processes and to deliver excellence in every selling channel. We can help.

Contact us to learn more.

 
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Into 2025, continued adoption of the subscription business model will cause one-quarter of organizations to establish a Chief Revenue Officer to align growth and relationship responsibilities.

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Stephen Hurrell

VP & Research Director
By 2025, one-quarter of sales organizations will replace applications with more intelligent ones that focus on optimizing sales performance to guide sales organizations for maximum outcomes. 
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By 2024, almost one-quarter of organizations will establish a Chief Revenue Officer leadership role, focusing on all channels and departments of revenue, not just direct sales. 
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Through 2025, more than three-fifths of organizations will limit the effectiveness of revenue management with an incomplete view of a customer’s journey from lead, engagement, purchasing, onboarding, renewal and expansion.
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Through 2025, fewer than 2 in 10 organizations will replace disparate marketing, sales and customer operations teams with a unified revenue operations approach lowering their revenue growth.
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Through 2025, one-third of organizations will deploy AI- and machine learning-based technology that will assist sales with next best action recommendations. 
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By 2025, more than one-half of inside sales organizations will utilize AI to recommend engagement models for prospects using consistent and repeatable playbooks to maximize lead-to-opportunity conversion. 
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By 2024, one-half of chief revenue officers will find existing SFA technology inadequate to optimize balanced territories, accounts and quotas required to achieve revenue targets. 
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Through 2025, more than one-third of revenue leaders will invest in conversational analytics to aid in coaching and best practices to maximize revenue.
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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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By 2025, one-quarter of organizations will have made new investments in data-driven targeted learning management systems (LMS) designed to coach and guide sales professionals.  
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By 2024, one-half of organizations will adopt conversational computing technologies to improve efficiency across all selling and customer service channels for revenue optimization. 
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Through 2025, more than one-third of sales organizations will deploy intelligent virtual assistants (IVA) improving sales effectiveness by identifying and prioritizing accounts and opportunities that need engagement. 
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By 2025, one-quarter of technology providers listed on CRM app exchanges will either have been acquired or failed, as CRM vendors extend similar functionality eliminating the partners’ necessity.
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By 2024, the category of sales performance management will evolve to revenue performance management and help one-third of organizations focus on supporting the CRO efforts across all channels. 
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Into 2025, continued adoption of the subscription business model will cause one-quarter of organizations to establish a Chief Revenue Officer to align growth and relationship responsibilities. 
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Through 2025, two-third of organizations, due to outdated CRM and SFA processes and system design, will be unable to deploy the latest technology to assist sales, partners and customer service limiting revenue growth.
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By 2025, organizations will recognize that modernizing processes and systems will continue to deliver value if processes are built around utilizing data analytics to identify improvements that enhance the customer experience.
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Through 2026, 1 in 4 organizations will look to streamline revenue and sales operations by exploring process mining to optimize workflow and business processes to improve revenue outcomes.
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Through 2024, two-thirds of organizations will conclude they need to supplement or replace their existing digital commerce technology deemed ineffective in supporting an omni channel and personalized customer and product experience. 
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By 2025, one-half of organizations will conclude that their existing digital commerce investments provide inadequate analytics and will diversify investments to gain improved insights. 
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By 2024, more than one-quarter of all digital commerce sites will use analytics and AI to provide a personalized experience for buyers providing competitive advantage.
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By 2025, 1 in 10 B2B organizations will experiment with digital commerce and digital delivery of products and services to reduce cost of sales as part of an omni channel engagement model.
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By 2026, 1 in 5 digital commerce sites will use augmented and virtual reality technology to enrich the buying process and help to maximize successful buying engagements. 
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By 2025, one-half of companies will have a unified approach to support customer journeys across all sales channels including digital, improving the likelihood of a successful buying engagement. 
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Through 2025, organizations will continue to utilize consumer behavior and purchasing data to analyze and predict demand to aid in promotion and optimizing inventory for a better customer experience.
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By 2025, fewer than 1 in 10 organizations whose business model uses third-party products and services will have an integrated contract and billing system that also deals with partner settlements. 
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By 2025, 1 in 10 organizations will be engaged with a partner ecosystem to deliver bundled products and services to customers, adding customer value to offerings and expanding addressable markets. 
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Through 2025, a new generation of partner management applications for onboarding, SLA management, and origination and partner payments will replace existing ones only focused on indirect channel selling. 
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Through 2024, only one-third of organizations will brand and market a superior partner experience as a strategic advantage to attract and retain partners for revenue optimization. 
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Through 2024, only one-third of organizations will reconsider how they manage partners and align incentives as well as directly addressing how to improve a partner’s knowledge and operational effectiveness. 
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Through 2025, only one-third of organizations will focus on the partner experience and Voice of the Partner (VoP) program, lacking the feedback to optimize efforts that impact the customer experience. 
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By 2024, one-half of chief revenue officers will find existing technology inadequate to optimize partner territories and accounts to meet the quotas required to achieve maximum channel revenue potential. 
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By 2025, one-third of organizations will have made new investments for partner organizations in the use of learning management systems (LMS) designed to coach and guide channel and partner professionals. 
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By 2024, two-thirds of marketing leaders will conclude they need to deploy new technologies to improve partner marketing experiences and ensure independent engagement of the channel potential. 
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By 2025, less than one-quarter of all B2C commerce sites will utilize vendor data and analytics to recommend which third-party digital products and services to bundle for customer experience optimization. 
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By 2026, two-thirds of all partner management data processes will use artificial intelligence and machine learning to improve processes and aid in achieving revenue targets.
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By 2025, one-quarter of all organizations will have a non-spreadsheet-based standard pricing application to provide a uniform approach to support all revenue channels. 
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Through 2025, fewer than 2 in 10 companies will utilize AI and data to align incentives to ensure the right balance between direct, indirect, partner and digital commerce channels to achieve revenue targets.
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Through 2024, the revenue management software category will evolve into the essential suite of applications and platform designed for a CRO and supporting organizations to effectively optimize revenue across all channels. 
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By 2026, 1 in 10 organizations will deploy a dedicated pricing application to analyze, create and operationalize optimized pricing to reduce leakage and maximize revenues.
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Through 2024, fewer than 1 in 10 organizations will deploy an integrated CPQ and contract management system leading to errors and delays and resulting in lost deals or a poor initial customer experience. 
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Through 2025, more than one-half of organizations appointing a CRO will have done so from the sales organization, potentially leading to a focus that is too short-term to be effective. 
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By 2025, less than one-quarter of organizations will have a unified technology approach to manage revenue planning for the performance of revenue professionals across territories, accounts, quotas and incentives. 
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By 2025, only 3 in 10 organizations will have embraced an unified revenue performance management approach to guide leadership and operations; those that do not will fail to reach their revenue potential. 
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Through 2025, fewer than 1 in 5 companies will develop incentive compensation plans that cover all revenue supportimg teams impacting an organization’s ability to hit new, expansion and retention revenue targets. 
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Through 2025, more than one-half of organizations will continue to use spreadsheets to create sales and revenue forecasts resulting in a lack of confidence by the rest of the company. 
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By 2025, less than 2 in 5 organizations will utilize AI-assisted sales and revenue forecasts to help validate bottom-up projections continuing the lack of confidence in sales projections. 
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Through 2025, less than 2 in 10 organizations will utilize SKU-level sales and revenue forecasts, hindering more accurate margin forecasts and internal resource needs.
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By 2025, 2 in 3 organizations will still rely on spreadsheets to compute sales commissions leading to lack of transparency, errors and delays causing dissatisfaction among crucial sales staff. 
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By 2025, less than 1 in 10 organizations will be using AI to improve balanced and optimized territory planning reducing the attainment of individial and team targets.  
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Through 2025, one-third of Chief Revenue Officers will realize that their lack of unified technology to help align revenue supporting teams will hinder the ability to achieve targets and objectives.
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Through 2025, only 1 in 10 organizations will recognize the need to persue a unified approach to plan for omni channel buyers and mixed revenue models, reducing the ability to hit corporate revenue goals.
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By 2025, organizations will recognize that they will create additional value building processes around data analytics and forecast use to adjust and enhance incentives, territories and quotas to achieve revenue objectives.
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By 2024, less than one-quarter of sales and revenue operations team will utilize lifetime value to create balanced territories in an effort to retain sales talent, hindering the achievement of revenue targets.
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By 2025, organizations will recognize that modernizing processes and SFA systems will be needed to support new data-driven features that aid in maximizing sales effectiveness to achieve revenue targets.
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By 2025, more than one-half of sales organizations will need new technology to gain market and competitive insights and enable sales professionals to adapt selling motions to engage effectively for optimal outcomes.
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By 2024, less than 1 in 5 organizations will utilize advanced analytics to aid in both recruiting and identifying coaching and skills development to help individual sales professionals increase quota attainment.
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Through 2025, the category of sales engagement technology will evolve from sales enablement and focus on digital selling effectiveness to optimize revenue potential.
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By 2025, more than one-quarter of organizations will have deployed a new configure, price, quote (CPQ) application to aid in compliance, reduce mistakes and to improve buyer and customer experience.
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By 2025, less than one-quarter of organizations will deploy AI-assisted technology to help navigate buyer organizations and improve effectiveness in the focus on sales engagement. 
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Through 2024, to effectively manage critical presales staff, organizations will look to vendors to provide data-driven technologies to optimize resource allocation, or risk creating bottlenecks in the sales process.
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By 2025, less than one-quarter of selling organizations will look to use online collaboration tools to engage with buying teams for optimal outcomes.
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By 2025, one-half of sales organizations will lack an effective omni channel selling environment to engage and motivate buyers to collaborate on purchasing products and services resulting in unrealized sales opportunities. 
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Through 2026, one-half of organizations will have dedicated technology that effectively and profitably supports subscription management processes and the subscriber life cycle.
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By 2026, over one-third of all organizations will deploy a mixed revenue model that includes subscriptions and usage pricing in addtion to one-time sales as companies make adjustments to remain competitive. 
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By 2025, one-fifth of B2B subscription model organizations will examine usage-based pricing to preserve competitiveness amd enhance the customer experience.
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Through 2025, less than one-quarter of oganizations will deploy an integrated Configure, Price, Quote (CPQ) and contract life cycle management (CLM) application within billing systems, leading to a reduced customer experience.
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Through 2025, more than one-half of organizations will still be using a manual quoting and contract process leading to billing and delivery errors, and a poor customer experience.
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By 2025, the category of revenue management software will emerge with a suite of applications and platform supporting the complete customer life cycle experience to drive operational effectiveness. 
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By 2024, the division of the market for revenue management software between subscription and one-time sales models will converge to platforms that can provide for all types of revenue models.
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Through 2024, only one-third of organizations will optimize the customer engagement experience and Voice of the Subscriber (VoS) program, lacking the ability to monitor and optimize experiences across channels of interaction. 
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By 2025, driven by customer demand, more than one-half of companies will have adopted the subscription in addition to existing business models resulting in a need to overcome fractured processes to avoid poor customer experiences.
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By 2025, increased adoption of the subscription business model will lead to more complex financial management needs, which if left unaddressed will lead to poor customer experiences and restrictions on growth.
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Through 2026, less than 1 in 10 of all companies will have integrated monetization testing capabilities as part of their revenue management systems delaying the time to value for service innovation.
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Through 2026, 1 in 4 organizations will look to streamline subscription, revenue and billing operations by exploring process mining to optimize workflow and business processes to enhance the buying and customer experience.
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Reclaim the Value in Your CRM System

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The Monetization of Subscriptions with Zuora

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Mediafly Helps Organizations Optimize Revenue Streams

Mediafly’s Revenue360 is designed to help organizations better manage pricing, sales and revenue-generation efforts to optimize revenue streams.

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SugarCRM Provides Integrated CRM for Selling and Marketing

SugarCRM Provides Integrated CRM for Selling and Marketing

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Why Configure, Price & Quote Should Be Important to Sales

More industries are seeing the value of a structured CPQ process as a key component of overall sales and revenue engagement and execution.

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The Revolution in Revenue in 2023: Ventana Research Market Agenda

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Enable Sales to Engage and Sell with Technology

Technological enhancements enabled by the internet and cloud vendors have improved the options for sales enablement.

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Market Perspective
KPMG AG Earns Digital Leadership Award in Office of Revenue with Board

KPMG earned the 2022 Digital Leadership Award in Office of Revenue for using Board to develop a sales and revenue forecasting system.

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Market Perspective
Varicent Maximizes Sales Performance for Revenue Potential

Varicent’s sales performance management software assists sales organizations with effectively managing sales teams and revenue outcomes.

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Market Perspective
BillingPlatform Enables Quote-to-Cash Monetization

BillingPlatform integrates with existing front- and back-office systems to support quote-to-cash processes for organizations with mixed business models.

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Analyst Perspective
Partner Ecosystem Success Relies on Targeted Technology

As more organizations integrate complementary offers from third parties, technology to manage diverse partner ecosystems is evolving.

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Analyst Perspective
Revenue Operations Guides the Modern Revenue Organization

By adopting a revenue operations approach, organizations gain a greater understanding of the entirety of the customer life cycle and team engagement.

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Research Perspective
Defining Efficient, Equitable Sales Territories in a Dynamic World

Change has been a constant fixture in territory planning. Be it a new competitor in the marketplace or an unexpected event, managers must be able to balance dynamic conditions on the fly as they develop territories for their teams.

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Analyst Perspective
Revenue Model Mix Optimization for Every Organization

Organizations considering a mixed-revenue model need to address the overall organizational impact, especially to the customer experience.

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Market Perspective
Conga Automates the Revenue Life Cycle from Quotes to Contracts

Conga’s Revenue Lifecycle Suite standardizes and automates the completion of the sales cycle, allowing organizations to more effectively generate deals.

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Viewpoint
Effective Revenue Operations Need Data and Analytics

One of the more significant changes underway in organizations is the shift from a new customer sales focus as the main driver of growth to an equal emphasis on the overall customer experience as a driver of renewal and expansion.

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Analyst Perspective
Initiatives using AI Improve Marketing and Sales Effectiveness

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 op

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Analyst Perspective
B2B Digital Commerce: The Good, Bad and Needed

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 eas

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Webinar
Webinar: Sales Stories from the Frontline

Today’s sales organizations are faced with many challenges when it comes to realizing the full potential of assigned territories and account locations. Simultaneously, organizations need to be agile in order to support their sales leadership and oper

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Webinar
The Modern Age of Revenue Operations

The need to optimize revenue from all buying and selling channels is essential for every organization that wishes to maximize their potential. To achieve it requires a dedication to have the insights that come from analytics applied to the sales chan

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Webinar
Webinar : Revenue and Margin Improvement

Pricing determines not just revenue, but also margin. And margin is vital to ensuring profitability. So pricing both serves to generate volume, and hence revenue. Given the importance of pricing, it is surprising how few companies use data and purpos

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Webinar
WEBINAR: Selling Your Sales Organization on Some Hard Truths

The webinar is designed to introduce sales organizations to the innovation and best practices in addressing the perennial issue of declining quota attainment among sales organizations.

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Podcast
The Need for Sales Performance Management Podcast

Sales teams are under increasing pressure to hit quota and targets and yet overall quota attainment has been falling for over 10 years and incumbents in sales leadership roles seem to be having shorter and shorter duration.

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VentanaCast
Revenue Management: Opportunity for Innovation and Organization

The concept of Revenue Management represents significant change in how organizations manage the operations and performance of revenue—across EVERY channel.

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VentanaCast
Streamline Subscriber Experiences

The subscription and supporting business model has been around for a long time, think newspapers and magazines, but in the current digital age.

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VentanaCast
The Strategic Role of the Chief Legal Officer

Strategic CLOs understand how to use technology to ensure better compliance and reduce rework, enabling legal teams to be more proactive and efficient.

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VentanaCast
Technology to Support Legal Through Mergers and Acquisitions

After your organization makes a big acquisition, the legal team must dig into the terms and contractual obligations of an entire customer base that is now yours.

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VentanaCast
The Role of the Legal Department in the Sales Cycle

To improve revenue scalability and achieve a frictionless experience, organizations must recast the legal team as a sales partner.

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VentanaCast
How to Plan for Revenue Success

It’s no secret that sales leaders continue to face challenges in hitting their revenue targets. This is due to many complex factors, but three trends are key.

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Videocast
Implementing Price Management for Success

Approaches to “pricing,” or the discipline of setting prices, vary across industries and across different organizations within the same industry. Many factors determine how companies go about pricing, but with the rise of the digital economy and the

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Q&A
Accounting for Selling Costs Gets Complicated

In this exclusive Q&A, Robert Kugel, SVP & Research Director at Ventana Research, answers questions about why new standards are getting so much attention, what the associated costs to companies will be due to the new standards, why standard ERP syste

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Q&A
Leadership in Planning for Sales Performance

We hear all the time that we’re existing in an age of information. If that’s the case and we have more data at our fingertips than ever before, why isn’t every sales organization operating at historic levels of efficiency?

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Q&A
Why Data-Driven Sales Leadership Matters

Now is the time for any organization that places a priority on improving sales performance to introduce or refresh data-driven optimizations within their sales processes.

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Market Perspective
Uniphore Earns Office of Revenue Digital Innovation Award for 2022

The annual Ventana Research Digital Innovation Awards showcase advances in the productivity and potential of business applications as well as technology that contributes significantly to the improved processes and performance of an organization. Our

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Q&A
The Imperative for Sales Planning

To reach the best possible outcomes, sales leaders must be able to govern and optimize the processes they rely on; meeting this challenge is the essence of sales performance. However, those leading and working in sales must cope with myriad often dis

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Q&A
Revenue Management for Innovation and Growth

Conversations about Subscription Management are often restricted to the details of billing mechanics. Instead, how should business leaders be thinking about what is needed to conduct business in today’s environment? What are the imperatives that org

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Q&A
The Need for Sales Performance Management

What is Sales Performance Management (SPM) and why is it important? What are important planning capabilities for SPM applications? Stephen Hurrell sheds light on the need and importance of Sales Performance Management. Read the Q&A.

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Q&A
Creating Meaningful Sales and Revenue Forecasts

Why is it important that organizations create meaningful sales and revenue forecasts? Stephen Hurrell sheds light on the importance of giving accurate guidance regarding future revenues, and why spreadsheets will no longer continue to work. Read th

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Self-Assessment
Revenue Management Capabilities

Driven by changing business models, organizations are recognizing the value of taking a more comprehensive approach to managing all sources of revenue, instead of just direct sales. Revenue operations is emerging as an important component that provid

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Self-Assessment
Pricing

Profitable pricing has always been a critical factor for business success. Over the years, organizations have developed different strategies to establish prices for their products and services depending on previous practices, the structure of the bus

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White Paper
Incentive Compensation in Modern Revenue Management

Incentive compensation management (ICM) systems have traditionally focused on the needs of sales divisions, but these groups are typically distinct from other departments within the organization and are usually compensated based primarily on new sale

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White Paper
Why Data and AI Matter in Sales

Revenue growth is a key indicator of competitive success. This is a given, yet for many companies, competing successfully is becoming more difficult.

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White Paper
Personalizing Digital Commerce

Digital commerce, the buying and selling of goods and services using digital technology, is a core business strategy for the modern organization. And e-commerce—using the internet as a sales channel—is an essential tactic that supports this strategy.

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Viewpoint
Business Resilience in Digital Commerce

The opportunity exists for organizations to improve the digital commerce experience they offer their customers by moving beyond existing, monolithic commerce systems that aren’t designed for today’s needs.

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White Paper
Digitize Pricing to Optimize Revenue and Margin

Pricing is an ongoing source of anxiety for organizations because pricing decisions have a direct impact on sales volumes, revenue and profitability. Over the years, a variety of strategies have been in place to establish prices for products, dependi

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Research Perspective
Enabling Advanced Monetization

Digitally native organizations are those that have existed from their inception primarily in the digital world, and that typically engage with customers and deliver their products or services via a digital interaction. Well-known examples include Net

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Research Perspective
The Intelligent Revenue Operation

Organizations are increasingly realizing a singular focus on traditional sales execution is not enough to ensure growth. Shifts to subscription models and the advent of omni-channel selling mean that the old way of managing sales is transforming into

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Research Perspective
Making Subscriptions Part of Modern Business Models

Subscription was once the Next Big Thing in business. But now, e-commerce and subscription/usage business models are simply the way that customers—and organizations—want to conduct business.

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Research Perspective
Realize Effective Revenue Operations

Over the past 10 years, there has been an increasing shift to a more expansive view of revenue. Organizations are adopting mixed business models that include subscriptions, self-service e-commerce, usage- and milestone-based pricing as well as one-ti

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eBook
The Opportunity for Revenue Intelligence

It’s more important than ever to properly equip customer-facing team members with the right tools to grow top-line revenue. To do this, successful leaders and teams are embracing data-driven revenue intelligence tools.

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eBook
The Renaissance of Revenue Forecasting

In order for organizations to know where they are headed, they must first understand where they stand in relation to period-end sales targets and course-correct as necessary.

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eBook
The Urgency of Self-Service in Today's Business Environment

Organizations, led by the office of the CFO, must review their go-to-market (GTM) strategies and examine whether their existing process and technologies are ready to ensure sustainable and profitable growth.

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eBook
The Data-Driven Revenue Operations Team

A shift in focus is underway in organizations from a single source of revenue —sales—to a broader view. Whether through the expansion of e-commerce and self-service purchasing or through adoption of recurring revenue models, organizations need to und

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eBook
The Keystone for Digital Commerce

A modern digital commerce environment adapts to business continuity requirements and the demand of constantly changing consumer expectations.

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Analyst Perspective
Salesforce Commerce Cloud Targets the Segment of One

There are more digital channels in the commerce space than ever before: the web, mobile apps, text, voice-activated “agents,” video and social channels. Conversational computing and hyper-personalization are transforming customer engagement, and orga

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

“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, th

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eBook
The Data-Driven Revenue Operations Team

A shift in focus is underway in organizations from a single source of revenue —sales—to a broader view. Whether through the expansion of e-commerce and self-service purchasing or through adoption of recurring revenue models, organizations need to und

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Analyst Perspective
Technology Improves Presales Efficiency and Effectiveness

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 techni

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Market Perspective
beqom Rated Vendor of Merit in Revenue Performance Management

We are happy to share insights about beqom, drawn from our latest research, the Revenue Performance Management Value Index, which assesses how well vendors’ offerings meet buyers’ requirements.

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Market Perspective
Clari Rated Vendor of Merit in Revenue Performance Management

We are happy to share insights about Clari, drawn from our latest research, the Revenue Performance Management Value Index, which assesses how well vendors’ offerings meet buyers’ requirements.

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Market Perspective
InsightSquared Rated Vendor of Merit in Revenue Performance Management

We are happy to share insights about InsightSquared, drawn from our latest research, the Revenue Performance Management Value Index, which assesses how well vendors’ offerings meet buyers’ requirements.

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Market Perspective
Gong.io is a Vendor of Merit in Revenue Performance Management

We are happy to share insights about Gong.io, drawn from our latest research, the Revenue Performance Management Value Index, which assesses how well vendors’ offerings meet buyers’ requirements.

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Market Perspective
SAP is Innovative in the Revenue Performance Management Value Index

We are happy to share insights about SAP, drawn from our latest research, the Revenue Performance Management Value Index, which assesses how well vendors’ offerings meet buyers’ requirements.

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Market Perspective
Varicent is a Vendor of Assurance in Revenue Performance Management

We are happy to share insights about Varicent, drawn from our latest research, the Revenue Performance Management Value Index, which assesses how well vendors’ offerings meet buyers’ requirements.

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Market Perspective
Board International is Exemplary in Revenue Performance Management

We are happy to share insights about Board International, drawn from our latest research, the Revenue Performance Management Value Index, which assesses how well vendors’ offerings meet buyers’ requirements.

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Market Perspective
Anaplan is Exemplary in the Revenue Performance Management Value Index

We are happy to share insights about Anaplan drawn from our latest research, the Revenue Performance Management Value Index, which assesses how well vendors’ offerings meet buyers’ requirements.

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Market Perspective
Xactly is Exemplary in the Revenue Performance Management Value Index

We are happy to share insights about Xactly, drawn from our latest research, the Revenue Performance Management Value Index, which assesses how well vendors’ offerings meet buyers’ requirements.

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Analyst Perspective
Value Index for Revenue Performance Management Rates Vendors

Ventana Research is happy to share insights gleaned from the latest Value Index research, an assessment of how well vendors’ offerings meet buyers’ requirements. The 2022 Revenue Performance Management (RPM) Value Index is the distillation of a year

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Market Perspective
Salesforce is Exemplary in Revenue Performance Management

We are happy to share insights about Salesforce drawn from our latest research, the Revenue Performance Management Value Index, which assesses how well vendors’ offerings meet buyers’ requirements.

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Market Perspective
Oracle is Exemplary in the Revenue Performance Management Value Index

We are happy to share insights about Oracle drawn from our latest research, the Revenue Management Performance Value Index, which assesses how well vendors’ offerings meet buyers’ requirements.

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Analyst Perspective
Maximize Alignment through Revenue Performance

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

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Analyst Perspective
Subscription Management Elevates Experience Through Automation

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.

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Analyst Perspective
Why Your ERP and CRM Won’t Transform Your Business

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. R

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Analyst Perspective
Why Finance and Legal are Important to Revenue and Sales Operations

Why Finance and Legal are Important to Revenue and Sales Operations

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Analyst Perspective
Xactly Advances Support for 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.

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Analyst Perspective
The 2022 Market Agenda for Office of Revenue: New Performance Priority

Ventana Research recently announced its 2022 Market Agenda for the Office of Revenue, continuing the guidance we have offered for nearly two decades to help organizations realize optimal value from applying technology to improve business outcomes.

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Videocast
How to Plan for Revenue Success

It’s no secret that sales leaders continue to face challenges in hitting their revenue targets. This is due to many complex factors, but three trends are key. First, organizations of all types are seeing sales pressure from increased competition.

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Analyst Perspective
The Necessity of Revenue Performance Management

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.

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Analyst Perspective
Digital Business Market Agenda for 2022: Resilience and Readiness

With the announcement of Ventana Research’s 2022 Market Agenda, our expertise in Digital Business continues to advance the market need for effective investments into technology, and I will outline here the key areas of focus to provide insights to or

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Market Perspective
Thomson Reuters Earns Digital Leadership Award in Office of Sales with Mindtickle for 2021

The annual Ventana Research Digital Leadership Awards recognize organizations and individuals that utilize technology to advance business and IT. The Digital Leadership Awards showcase the professional leadership and their use of business application

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Analyst Perspective
AI for Sales: Technology is Ready but Are You?

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 facin

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Q&A
The Need for Sales Performance Management

In today’s challenging selling environment—with a broader buying population, better-educated buyers, disruptive economic situations and increased global competition—now more than ever, sales organizations need to be ensuring they are positioned for s

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Q&A
Revenue Management for Innovation and Growth

Leaders should be thinking of subscription billing not as something new and different, but as the way that their customers want to do business. There are now multiple selling and buying channels and multiple ways of conducting business, so it is impo

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Analyst Perspective
Why Revenue Planning Should be Continuous and Year Round

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.

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Analyst Perspective
Pricefx Optimizes Pricing for Profits

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

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Analyst Perspective
Revenue and Commercial Operations: The Difference Matters

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.

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Market Perspective
Clari Enables Improved Performance in Revenue Operations

For disruptive technology companies, maturity is often accompanied by the realization that customer retention and expansion are as important as a new logo acquisition.

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Analyst Perspective
Vindicia Showcases Bundling and Subscription Intelligence

The subscription business model has seen much growth in all aspects of the market in recent years. Now considered the standard for the digital age, the model’s implementation travels parallel to rising technology, leading to the demand for newer func

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Analyst Perspective
Pricing Optimization Software Helps Maximize Revenue

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 co

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Self-Assessment
Pricing

Profitable pricing has always been a critical factor for business success. Over the years, organizations have developed different strategies to establish prices for their products and services depending on previous practices, the structure of the bus

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Analyst Perspective
BillingPlatform Bolsters the Rise of Subscription Services

Subscription management and billing services help organizations offer unique benefits and enhance delivery to customers. By making services more personalized, organizations can acquire – and retain – more customers.

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Analyst Perspective
Revenue Management Maximizes Partner and Reseller Subscriptions

Among the many digital economy trends written about in recent years, one of the most significant has been the adoption of a subscription business model.

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White Paper
Why Data and AI Matter in Sales

Revenue growth is a key indicator of competitive success. This is a given, yet for many companies, competing successfully is becoming more difficult. No matter the size of the organization, it seems there are new competitors in the market, both domes

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Analyst Perspective
Subscription Automation Enables a Better Subscriber Experience

A subscription business model and an exceptional customer experience are equal priorities for many organizations. Much has been written about both: Subscription and usage services are considered the business model for the digital age, and a great cus

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Analyst Perspective
CommerceIQ Earns Office of Sales Digital Innovation Award for 2021

The annual Ventana Research Digital Innovation Awards showcase advances in the productivity and potential of business applications, as well as technology that contributes significantly to the improved processes and performance of an organization.

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Viewpoint
Sales Performance Management is Key to Sales Team Success

Sales leaders continue to face challenges in hitting revenue targets. That's no secret. Pressure is coming from increased competition, better-informed buyers who are doing internet research—and more buyers overall. Leaders have various levers availab

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Analyst Perspective
Varicent Advances SPM and New Revenue Intelligence

As mentioned in my Analyst Perspective, Revenue Performance Management: Leadership and Operations for Optimal Outcomes, there is continuing pressure on sales leaders to deliver against sales targets in increasingly competitive markets.

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White Paper
Incentive Compensation in Modern Revenue Management

Incentive compensation management (ICM) systems have traditionally focused on the needs of sales divisions, but these groups are typically distinct from other departments within the organization and are usually compensated based primarily on new sale

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Research Perspective
Enabling Advanced Monetization

Digitally native organizations are those that have existed from their inception primarily in the digital world, and that typically engage with customers and deliver their products or services via a digital interaction. Well-known examples include Net

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Analyst Perspective
Sales Forecasting: Have the Process and Technology for a True Revenue Forecast?

There has been a lot of market activity around vendors offering sales-forecasting products (or functionality to address sales forecasting) as part of a wider technology offering for sales and revenue management.

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VentanaCast
Revenue Management: Opportunity for Innovation and Organization

Revenue Management. The concept represents significant change in how organizations manage the operations and performance of revenue—across EVERY channel, direct and indirect, physical and digital, commerce and subscriptions. Revenue Management can—an

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Analyst Perspective
Reinventing Product Experiences Through Product Information Management

Having just completed the 2021 Ventana Research Value Index for Product Information Management, I want to share some of my observations about how the market and category have advanced since our first examination over 15 years ago.

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Analyst Perspective
Revenue Performance Management: Leadership and Operations for Optimal Outcomes

As laid out in my recent Analyst Perspective, Revenue Management: The Opportunity for Innovation and Optimization, revenue management is a new way look at generating and managing the top line.

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Videocast
Implementing Price Management for Success

Approaches to “pricing,” or the discipline of setting prices, vary across industries and across different organizations within the same industry. Many factors determine how companies go about pricing, but with the rise of the digital economy and the

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Webinar
Selling Your Sales Organization on Some Hard Truths

The rise of internet-based information has created additional challenges for traditional field sales organizations as buyers are well along their buyers’ journey prior to engaging with vendors. This downward pressure on average quota attainment has a

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Analyst Perspective
Subscription Pricing Changing for Sustained Customer Growth

Subscription pricing models are no longer new. Many companies have experience with this pricing model even if there has not been complete adoption across their entire product and service offerings.

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Analyst Perspective
The Science of Sales Professional Effectiveness

Observed both here and elsewhere, average sales quota attainments appear to be in an exorable decline. As I discussed in my recent Analyst Perspective, "The Art and Science of Sales from the 'Inside Out'," vendors of sales technology have reacted to

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Analyst Perspective
SugarCRM Brings the Sweetness in AI Driven Sales

As I have discussed in my Analyst Perspective, The Art of Sales, from the Inside Out, the challenges facing direct sales leaders are not going away. Declining quota attainment, lack of visibility into deal health and difficulty in forecasting quarter

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Analyst Perspective
The Experience of Digital Commerce

Digital commerce affects almost everyone’s lives. It is hard to remember a time when one could not sign on to a website like Amazon, order a product, pay for it and have it delivered to your front door within days, not weeks.

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Analyst Perspective
Salesforce Sales Cloud: Evolving to Meet the 360 Needs of Sales

There is no doubt that the pandemic has accelerated the existing need for new technology that can help sales professionals do their jobs well in this quickly evolving market.

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Analyst Perspective
Revenue Management: The Opportunity for Innovation and Optimization

With modern enterprises adopting and expanding their digital business with subscription and usage business, organizations need to think beyond the primacy of sales as their source of business success.

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Viewpoint
The Journey to Revenue Management

Revenue Management and its operational support by way of Revenue Operations is a relatively new concept that reflects the reality of changing business models.

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Analyst Perspective
Oracle and Sales Cloud has Priority on Engagement and AI

The current pandemic has disrupted many of the traditional sales methods used by field-sales organizations to engage, and sell to, buyers. In an effort to provide help, many vendors have recently announced new features that focus less on the manageme

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Analyst Perspective
The 2021 Market Agenda for Office of Sales: The Revolution for Revenue

Ventana Research recently announced its 2021 research agenda for the Office of Sales, continuing the guidance we’ve offered for nearly two decades to help organizations realize optimal value from applying technology to improve business outcomes.

View
White Paper
Digitize Pricing to Optimize Revenue and Margin

Pricing is an ongoing source of anxiety for organizations because pricing decisions have a direct impact on sales volumes, revenue and profitability. Over the years, a variety of strategies have been in place to establish prices for products, dependi

View
Analyst Perspective
The Ventana Research 2021 Market Agenda: How Digital Effectiveness Impacts Organizational Agility

Ventana Research has announced its market agenda for 2021, continuing the tradition of transparency in our efforts to educate and guide the technology market but also our independence as we do not share our market agenda or analyst perspectives with

View
Webinar
The Modern Age of Revenue Operations

The need to optimize revenue from all buying and selling channels is essential for every organization that wishes to maximize their potential. To achieve it requires a dedication to have the insights that come from analytics applied to the sales chan

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Analyst Perspective
The Necessity of Sales Performance Management

True leadership is the ability to motivate sales organizations to perform at their best.

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Analyst Perspective
The Art and Science of Sales from the “Inside Out"

Although historically there has been a hard divide between what are colloquially called “Inside and Field Sales,” changes over the last 10 years have narrowed the distinction.

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Analyst Perspective
Varicent: Symon.AI earns our 13th Digital Innovation Award for Office of Sales

The annual Ventana Research Digital Innovation Awards showcases advances in the productivity and potential of business applications, as well as technology that contributes significantly to improved efficiency and productivity in the processes and the

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Analyst Perspective
Subscription and Usage Management Technology Needs for the Modern Economy

Subscription-based business models have seen exponential growth over the last decade. The growth of this recurring revenue business model, where a subscriber commits to repeatedly pay for a good or device for a fixed or indefinite timeline, has been

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White Paper
Personalizing Digital Commerce

Digital commerce is changing how B2B companies buy and sell. They must have the ability to delight customers by enabling purchasing however customers want to interact.

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Analyst Perspective
Subscription and Usage Management Technology Needs for the Modern Economy

Subscription-based business models have seen exponential growth over the last decade. The growth of this recurring revenue business model, where a subscriber commits to repeatedly pay for a good or device for a fixed or indefinite timeline, has been

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Analyst Perspective
Why I Joined Ventana Research to Lead Office of Sales

I’m very excited to announce to my network as well as the ever-expanding Ventana Research community that I’m now directing Ventana Research’s Office of Sales practice.

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Analyst Perspective
The Business Continuity Imperative: The Workforce Experience and Human Capital Management in 2020 and Beyond

The workforce is an essential part of an organization’s overall business potential because it ensures continuous operations, even in black-swan events.

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Analyst Perspective
The Business Continuity Imperative: The Digital Experience in Marketing for 2020 and Beyond

Marketing is inextricably linked to business success, and digital technology is essential to an organization’s overall marketing potential because it generates interest and brand awareness.

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Analyst Perspective
The Business Continuity Imperative: The Subscriber Experience and Subscription Management in 2020 and Beyond

Subscriptions are the future of business. Subscribers are essential to an organization’s overall business potential because they generate recurring revenue.

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Analyst Perspective
The Business Continuity Imperative: The Agent and Customer with Contact Centers in 2020 and Beyond

Contact centers play a substantial role in an organization’s success. The customer journey is engaged here, at each moment of interaction.

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Analyst Perspective
The Business Continuity Imperative: The Selling Experience and Sales Performance Agenda

Sales plays a lead role in the revenue and growth of every organization.

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Analyst Perspective
The Revolution in Sales in 2020: Ventana Research Agenda

Ventana Research recently announced its 2020 research agenda for sales, continuing the guidance we’ve offered for nearly two decades to help organizations derive optimal value from business technology and improve outcomes.

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Ventana Research 15th Annual Digital Innovation Award Winner

Ventana Research 15th Annual Digital Leadership Award Winners

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Market Agenda & Calendar

Ventana Research maintains a rigorous approach to its areas of research expertise through a methodology of processes and activities to ensure we provide the best possible insights on technology across business and IT. This is represented in our Market Agenda, which is a foundation for providing actionable information and guidance to help you identify opportunities for improved competitiveness and effectiveness. Other industry analyst firms lack methodology and a publicly available research agenda and are easily biased by clients and the industry. We take pride in our reputation for independence and provide our research calendar and agenda for visibility into the upcoming months of activity.

 

March

April

  • Analyst and Market Perspectives
    Incentive Comp for More than Sales;
    Aligning Marketing and Sales Through Data
  • Benchmark Research
    Digital Commerce in design;
    Revenue Performance Management in collection;
    Subscription Management in collection
  • Dynamic Insights
    Sales Analytics in collection;
    Sales Planning in collection
  • Value Index
    Digital Commerce launches;
    Subscription Management publishes

May

  • Analyst and Market Perspectives
    Why Manufacturing Needs a Different E-Commerce Approach;
    Why Legacy Sales Comp Plans Could Be Impacting Your Customers
  • Benchmark Research
    Digital Commerce launched;
    Revenue Performance Management in collection;
    Subscription Management in collection
  • Dynamic Insights
    Sales Analytics in collection;
    Sales Planning in collection
  • Value Index
    Digital Commerce launches;
    Subscription Management promoted

What to see our research plans for the year?
DOWNLOAD THE FULL MARKET AGENDA

Vendors Covered

Vendors Not Covered or Recommended

  • 6sense
  • Amplience
  • Auctane
  • BigCommerce
  • Bigtincan
  • Bloomreach
  • CaptivateIQ
  • Chargebee
  • Cleverbridge
  • commercetools
  • Digital River
  • DocuSign (SpringCM)
  • Elastic Path
  • FastSpring
  • Flockjay
  • Forma AI
  • Groove
  • Highspot
  • Intershop
  • LeadSquared
  • Maropost
  • Maxio
  • Mindtickle
  • Miva
  • Nomis Solutions
  • OneBill Software
  • Outplay
  • Pipedrive
  • Pramata
  • Recharge
  • Recurly
  • Revenera
  • Seamless.AI
  • Seismic Software
  • Shopify
  • Spekit
  • Spreedly
  • Tact.ai
  • Tacton CPQ
  • Unicommerce
  • Vendr
  • VeriFone
  • Volusion
  • WooCommerce
  • Workspan
  • Yext
  • Zoominfo

For more information on Vendor coverage, or to become a covered vendor, click here.

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