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Ventana Research today announced the launch of its Dynamic Insights research on Revenue Operations. The topic is an approach that organizations use to help understand, optimize, and establish new revenue life cycle processes with customers from the initial lead, through conversion to opportunity, and on to a successful sale, onboarding, adoption, renewal, and expansion through any channel or location. In this way, revenue operations help marketing, sales, and customer service support the engagement of existing or new customers to achieve organizational revenue objectives through an enhanced customer experience.

The Dynamic Insights research will examine the use and plans for revenue operations within organizations. As more organizations are adopting mixed revenue models, including subscriptions, they increasingly need to focus on customer retention to protect the portion of revenue that is recurring from subscribers and develop upsell and cross-sell opportunities.

The research will examine how organizations of all sizes are managing and adapting to these changes to support revenue operations. The research will identify whether these new complexities are being well-served by traditional approaches or whether processes and technology are being adapted to achieve objectives and outcomes. A key part of this research will analyze how different levels of an organization perceive whether the operations process captures and supports their view of the business, regardless of their position.

“The impact of changes in organizations driven by new revenue models, new digital customer buying, and engagement channels is requiring better alignment and coordination across the various teams supporting revenue; this is the role of revenue operations,” says Stephen Hurrell, VP & Research Director of the Office of Revenue at Ventana Research. “This Dynamic Insights research into Revenue Operations is designed to better understand how organizations are adapting to support their revenue teams in achieving growth through operations excellence and profitability objectives.”

The Revenue Operations Dynamic Insights is a short survey that takes less than ten minutes to complete. Qualified participants in organizations that are part of revenue operations will receive immediate, prescriptive guidance for their organization based on their specific responses.

The research program will yield a set of recommendations that highlight the business and technology elements, including operations and analytics, and will focus on the current state of revenue operations. The observations and recommendations derived from this research will address key stakeholders’ motivations and will help create a deeper awareness of the possibilities for process improvement through more effective use of available applications and technology.

If you are interested in learning more about this Dynamic Insights research or would like to participate, please click here.

About Ventana Research

Ventana Research provides insight and expert guidance on mainstream and disruptive technologies through a unique set of research-based offerings including benchmark research and technology evaluation assessments, education workshops, and our research and advisory services, Ventana On-Demand. Our unparalleled understanding of the role of technology in optimizing business processes and performance and our best practices guidance are rooted in our rigorous research-based benchmarking of people, processes, information, and technology across business and IT functions in every industry. This benchmark research, plus our market coverage and in-depth knowledge of hundreds of technology providers, means we can deliver education and expertise to our clients and increase the value they derive from technology investments while reducing time, cost, and risk.

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