Sales

Our Focuses

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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.

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 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 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 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 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
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
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
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
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
The Necessity of Sales Performance Management

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

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 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

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 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.

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

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
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.

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
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
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 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
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.

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

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

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
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.

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
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.

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

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

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.

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
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.

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

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
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.

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.

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
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

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

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
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.

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
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.

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

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

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

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
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

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.

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 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.

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
Why Finance and Legal are Important to Revenue and Sales Operations

Why Finance and Legal are Important to Revenue and Sales Operations

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
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
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

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.

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.

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
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.

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
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
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
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
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
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
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
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.

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

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
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

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

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.

eBook
The Keystone for Digital Commerce

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

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 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 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 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.

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

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
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
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

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

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
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.

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
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

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

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

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

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.

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

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

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

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.

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?

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