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Ventana Research Launches Research into Next-Generation Sales Analytics

Benchmark research will investigate the use of data and analytics to improve the execution and outcomes of sales organizations

Bend, OR / Jan 23, 2015 / by Ventana Research

SAN RAMON, CA, January 23, 2014 - Ventana Research today launched its latest in a series of new benchmark research studies examining the advancing use of analytics in business. This research will identify, explore and quantify the ways in which organizations use sales analytics and metrics to plan for optimal performance and achieve targeted results. It is designed to assess factors affecting the productivity and performance of various categories of sales organizations to provide insight into their requirements and how well the market currently satisfies them.

This new research will assess the potential of next-generation technologies such as the cloud, mobile and collaborative systems to facilitate faster, easier and more effective use of sales analytics. It will also examine how companies are using or could use big data and advanced analytics to help provide insights not available through traditional reporting and analysis tools. It also will explore the use of new methods to generate sales engagement through contests and the use of gamification technology. The research will explore the need for better tools to examine the performance of the sales organization in core processes such as the sales pipeline, forecasts, configuration pricing and quoting, contracts, proposals, quotas, proposals, compensation and incentives and coaching of personnel.


In the past many sales organizations did not invest directly in analytics and reporting systems, instead using desktop spreadsheets and cutting and pasting data and charts from applications and reports into presentations. In addition, organizations have depended on applications such as sales force automation (SFA) and customer relationship management (CRM) to provide reports on accounts and opportunities. However, these systems address only some sales activities and lack complete information about customers."The expanding use of sales analytics stems from increased attention to sales performance across sales processes," said Mark Smith, CEO and chief research officer at Ventana Research. "Many sales initiatives have failed to live up to their potential because companies did not use the right analytics tools to plan and operate. Making optimal sales decisions requires trade-offs, and in competitive market situations analytics are essential to provide guidance so both the actions of individuals in sales and their incentives are aligned - aligned not only with the company's overall objectives but also with its customer, financial and sales profitability goals."

This benchmark research will investigate what types of organizations are interested in improving sales analytics, why they are interested in doing so, who will make the purchase decision in what time frame and what selection criteria they will use. It will assess satisfaction with existing approaches and requirements to establish a business case for change in sales organizations. The research will compare the benefits of varying approaches and their perceived value and determine what potential buyers expect from new investments.

Those interested in learning more about or participating in this benchmark research can do so at The research is being sponsored by Qvidian.  Ventana Research, a leading business technology research and advisory services firm, provides qualified research participants with an incentive and complimentary report of the research findings as well as access to a free educational webcast on best practices from the benchmark research.

About Ventana Research

Ventana Research is the most authoritative and respected benchmark business technology research and advisory services firm. We provide 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 to increase the value they derive from technology investments while reducing time, cost and risk.

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