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        Office of Revenue

        Choose a focus area or content type to explore

        Ventana On-Demand (VOD) is an advisory service that provides access to exclusive research and monthly dialogue with our analysts.Visit the services page to learn more.
        QandA
        Revenue Lifecycle Management as a Strategic Initiative

        Why are companies investing in Revenue Life Cycle Management (RLM) initiatives now? Learn more from Director of Research, Stephen Hurrell.

        Analyst Perspective
        What Is So Different About B2B Digital Commerce?

        Digital commerce is a growing part of the B2B customer experience and requires a broad view of, and incorporation into, the customer life cycle.

        Analyst Perspective
        From Lead to Cash to Revenue Life Cycle Management

        Investing in revenue lifecycle management by automating and digitizing processes helps support a sustained, successful buyer-seller relationship essential to achieving profitability.

        Market Perspective
        Salesloft Redefines Sales Engagement with AI

        Salesloft’s cohesive, AI-based platform brings automation to the CRM landscape, leading to more efficient, effective and repeatable customer interactions.

        Analyst Perspective
        Akeron Vulki: A Sales Performance Application with a Difference

        Akeron’s Vulki sales performance application adopts aggregation, allocation, forecasting and version control to support revenue organizations.

        Analyst Perspective
        Sales Engagement or CRM – Which Way to the Sales Freeway?

        CRM system providers are maximizing AI to compete with sales engagement systems to deliver comprehensive sales and analytic support.

        Market Perspective
        Lumen Earns Office of Revenue Digital Leadership Award with Anaplan

        Lumen earned the 2023 Office of Revenue Digital Leadership Award for managing sales performance and streamlining planning with Anaplan.

        Analyst Perspective
        2024 Market Agenda for Office of Revenue: Bring AI to the Table

        The 2024 Office of Revenue Market Agenda offers insights to help enterprises identify and embrace emerging technology for strategy, planning and operations.

        Analyst Perspective
        Align Incentive Compensation and Multi-Channel Sales to Protect Growth

        Organizations with omnichannel sales must align incentive compensation and revenue management to ensure successful target achievement.

        Analyst Perspective
        Margin Highlights the Need for Sales and Revenue Planning

        Organizations selling subscription and usage-based products need to plan revenue targets across different channels, recognizing the impact on margin.

        Market Perspective
        Vendavo Enables Real-Time Price Optimization to Enhance Profitability

        Vendavo’s flexible price management and optimization software enables organizations to determine the most effective pricing strategy in real time.

        Analyst Perspective
        Today’s Go-to-Market Strategies Must Align Sales and Marketing

        The changing behavior of buying organizations requires a more unified, continuous go-to-market process that aligns sales and marketing.

        White Paper
        Fixing Failed Payments

        Failed customer payments for recurring subscriptions are often seen as a cost of doing business when using subscription revenue models.

        Market Perspective
        Evisort Incorporates AI for Efficient Contract Life Cycle Management

        Evisort uses artificial intelligence with digitized contracts to automate the labor-intensive and time-consuming tasks of analyzing and managing contracts.

        Analyst Perspective
        Future of CRM has Sales Engagement Potential

        CRM systems will continue to add sales engagement functionality and, if innovative, will develop a next-generation sales engagement platform.

        QandA
        Enable the Modern Revenue Team by Modernizing Lead to Cash

        Major trends continue to reflect the changing ways that customers want to buy and engage with vendors.

        QandA
        Modernize Lead to Cash Without Pausing the Business

        Major trends continue to reflect the changing ways that customers want to buy and engage with vendors.

        Market Perspective
        SAP is Vendor of Merit in RPM Buyers Guide

        Ventana Research assesses revenue performance management software from SAP.

        Market Perspective
        Salesforce is Vendor of Merit in RPM Buyers Guide

        Ventana Research assesses revenue performance management software from Salesforce.

        Market Perspective
        Xactly is Vendor of Assurance in RPM Buyers Guide

        Ventana Research assesses revenue performance management software from Xactly.

        Analyst Perspective
        Generative AI Helps Sales in Practical Ways

        Generative AI will boost sales productivity by helping to personalize outreach at scale and generate tailored sales enablement to improve win rates.

        Market Perspective
        Board International is Exemplary in RPM Buyers Guide

        Ventana Research assesses revenue performance management software from Board International.

        Market Perspective
        Anaplan is Exemplary in Revenue Performance Management Buyers Guide

        Ventana Research assesses revenue performance management software from Anaplan.

        Analyst Perspective
        Varicent is Innovative in Revenue Performance Management Buyers Guide

        Ventana Research assesses revenue performance management software from Varicent.

        Market Perspective
        Oracle is Exemplary in Revenue Performance Management Buyers Guide

        Ventana Research assesses revenue performance management software from Oracle.

        Analyst Perspective
        The Buyers Guide for RPM Classifies and Rates Vendors

        The RPM Buyers Guide 2023 gauges how well offerings from seven vendors match buyers’ requirements for Office of Revenue software products.

        Analyst Perspective
        Market Observations from the Revenue Performance Management Buyers Guide

        Ventana Research offers market observations from the Revenue Performance Management Buyers Guide 2023 for Office of Revenue software products.

        Analyst Perspective
        Salesforce Adds Generative AI to Enhance Digital Commerce

        With the addition of generative AI, Salesforce’s Data and Commerce Cloud applications deliver tools to enhance buyer engagement and increase sales.

        QandA
        Sales Success Does Not Happen by Chance

        There is no argument that you must successfully execute to achieve sales and revenue targets. With omnichannel selling and more complex revenue and pricing models, sales and revenue planning leaves this less to chance.

        Analyst Perspective
        Why Incentive Compensation Is Right for More Than Sales

        As more employees qualify for incentive compensation, organizations should evaluate and upgrade comp management systems to ensure fair, accurate payouts.

        Analyst Perspective
        PROS Brings Intelligent Pricing Applications to Market

        PROS announces cloud-based, AI-driven price determination and CPQ applications at the PROS Outperform 2023 event.

        VentanaCast
        The Modern, Agile Sales Team

        Nothing is more constant than change when it comes to selling. When we talk with sales leaders, they observe that selling today is harder than ever.

        VentanaCast
        Agile Workforce Planning

        Deals do not sell themselves, people do. And today, many sales leaders are challenged with retaining the people that get these deals closed.

        Market Perspective
        Conga Earns Office of Revenue Digital Innovation Award for 2023

        Conga supports a more integrated and unified quote-to-cash process, earning it the 2023 Ventana Research Office of Revenue Digital Innovation award.

        Analyst Perspective
        Planning Matters to Sales and Revenue Performance Management

        Sales and revenue planning develop and build integrated territory, incentive compensation and resource plans that are driven by overall company objectives.

        Analyst Perspective
        Why Pricing Should Matter for Everyone

        Price management software helps contend with increasingly complex sales forces, such as omnichannel buying, mixed pricing and revenue models, profitability.

        Market Perspective
        Maxio is Vendor of Merit in Subscription Management Value Index

        Ventana Research assesses subscription management software from Maxio.

        Market Perspective
        Ordway is Vendor of Merit in Subscription Management Value Index

        Ventana Research assesses subscription management software from Ordway.

        Market Perspective
        OneBill is Vendor of Merit in Subscription Management Value Index

        Ventana Research assesses subscription management software from OneBill.

        Market Perspective
        FastSpring is Vendor of Merit in Subscription Management Value Index

        Ventana Research assesses subscription management software from FastSpring.

        Market Perspective
        Recurly is Vendor of Merit in Subscription Management Value Index

        Ventana Research assesses subscription management software from Recurly.

        Market Perspective
        RecVue is Vendor of Merit in Subscription Management Value Index

        Ventana Research assesses subscription management software from RecVue.

        Market Perspective
        CloudSense is Vendor of Merit in Subscription Management Value Index

        Ventana Research assesses subscription management software from CloudSense.

        Market Perspective
        LogiSense is Vendor of Merit in Subscription Management Value Index

        Ventana Research assesses subscription management software from LogiSense.

        Market Perspective
        NetSuite is Vendor of Merit in Subscription Management Value Index

        Ventana Research assesses subscription management software from NetSuite.

        Market Perspective
        Vindicia is Vendor of Merit in Subscription Management Value Index

        Ventana Research assesses subscription management software from Vindicia.

        Market Perspective
        Chargebee is Innovative Vendor in Subscription Management Value Index

        Ventana Research assesses subscription management software from Chargebee.

        Market Perspective
        Aria Systems is Innovative in Subscription Management Value Index

        Ventana Research assesses subscription management software from Aria Systems.

        Market Perspective
        Zuora is Exemplary in Subscription Management Value Index

        Ventana Research assesses subscription management software from Zuora.

        Market Perspective
        Zoho is Exemplary in Subscription Management Value Index

        Ventana Research assesses subscription management software from Zoho.

        Market Perspective
        Conga is Exemplary in Subscription Management Value Index

        Ventana Research assesses subscription management software from Conga.

        Market Perspective
        SAP is Exemplary in Subscription Management Value Index

        Ventana Research assesses subscription management software from SAP.

        Market Perspective
        Gotransverse is Exemplary in Subscription Management Value Index

        Ventana Research assesses subscription management software from Gotransverse.

        Market Perspective
        Salesforce is Exemplary in Subscription Management Value Index

        Ventana Research assesses subscription management software from Salesforce.

        Market Perspective
        FinancialForce is Exemplary in Subscription Management Value Index

        Ventana Research assesses subscription management software from FinancialForce.

        Market Perspective
        Oracle is Exemplary in Subscription Management Value Index

        Ventana Research assesses subscription management software from Oracle.

        Market Perspective
        BillingPlatform is Exemplary and Leader in Subscription Management

        Ventana Research assesses subscription management software from BillingPlatform.

        Analyst Perspective
        The Subscription Management Value Index Classifies and Rates Vendors

        The Subscription Management Value Index 2023 gauges how well offerings from 21 vendors match buyers’ requirements for subscription management software.

        Analyst Perspective
        Subscription Management Market Dynamics for Buyers on Contracting and Analytics

        Ventana Research offers part two of its market observations from the Subscription Management Value Index 2023 for subscription management software products.

        Analyst Perspective
        Subscription Management Market Observations for Buyers

        Ventana Research offers part one of its market observations from the Subscription Management Value Index 2023 for subscription management software products.

        Analyst Perspective
        Conga Propels a Revenue-Focused Revolution

        Conga’s revenue life cycle management platform organizes all revenue aspects across an organization to improve processes and uncover new opportunities.

        Market Perspective
        PROS Maximizes Pricing for Revenue Impact

        The PROS artificial intelligence-powered platform helps organizations make data-driven decisions to optimize pricing and revenue management capabilities.

        White Paper
        Modernizing Lead to Cash for Sustained Profitability

        Customers understand that the benefits of products and services sold via the subscription model include predictability and the sharing of risk on a purchase with the vendor.

        eBook
        Agile Incentive Compensation Management

        Larger organizations with complex sales hierarchies require a dedicated system that can accommodate and support their crediting and compensation needs.

        Market Perspective
        Ayara’s Frictionless Guardrails Prevent Revenue Leakage

        Ayara’s revenue operations application analyzes transactions for optimal profitability, preventing cash leakage and revenue loss.

        Analyst Perspective
        Reclaim the Value in Your CRM System

        Organizations that have allowed customer relationship management systems to suffer from neglect must revitalize these platforms to remain competitive.

        Market Perspective
        The Monetization of Subscriptions with Zuora

        Zuora expands its reach in subscription management with enhancements to consumption pricing support, integrated CPQ, alongside its Zephr acquisition.

        Market Perspective
        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.

        Market Perspective
        SugarCRM Provides Integrated CRM for Selling and Marketing

        SugarCRM Provides Integrated CRM for Selling and Marketing

        Analyst Perspective
        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.

        Analyst Perspective
        The Revolution in Revenue in 2023: Ventana Research Market Agenda

        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 outcom

        Analyst Perspective
        Enable Sales to Engage and Sell with Technology

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

        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.

        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.

        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.

        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.

        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.

        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.

        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.

        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.

        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.

        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

        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

        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

        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

        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

        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.

        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.

        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.

        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.

        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

        QandA
        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

        QandA
        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?

        QandA
        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.

        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

        QandA
        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

        QandA
        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

        QandA
        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.

        QandA
        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

        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

        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

        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

        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.

        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.

        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.

        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

        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

        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

        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.

        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

        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.

        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.

        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.

        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

        eBook
        The Keystone for Digital Commerce

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

        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

        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

        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

        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

        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.

        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.

        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.

        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.

        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.

        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.

        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.

        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.

        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.

        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

        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.

        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.

        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

        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.

        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

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

        Why Finance and Legal are Important to Revenue and Sales Operations

        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.

        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.

        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.

        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.

        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

        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

        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

        QandA
        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

        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.

        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

        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.

        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.

        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

        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

        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

        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.

        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.

        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

        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

        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.

        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

        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.

        White Paper
        Incentive Compensation in Modern Revenue Management

        Incentive compensation management systems have traditionally focused on the needs of sales divisions, but these groups are typically distinct from other departments within the organization.

        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

        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.

        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

        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.

        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.

        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

        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

        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.

        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

        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

        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.

        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.

        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.

        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.

        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

        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.

        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

        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

        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

        Analyst Perspective
        The Necessity of Sales Performance Management

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

        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.

        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

        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

        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.

        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

        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.

        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.

        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.

        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.

        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.

        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.

        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.