ISG Software Research Analyst Perspectives

The 2024 Market Agenda for Marketing: Digital Experiences with AI

Posted by Keith Dawson on 05 February 2024

Ventana Research recently announced its 2024 Market Agenda in the expertise area of Marketing, continuing the guidance we have offered for nearly two decades to help enterprises derive optimal value from business technology and improve outcomes. Through 2027, the category of marketing applications will transform to become more intelligent through the infusion of artificial intelligence (AI) and... Read More

Topics: Marketing, Marketing Performance Management, Digital Marketing, intelligent marketing, product experience management, Digital Experience Platform

2024 Market Agenda: Innovation in AI and Digital Modernization

Posted by Mark Smith on 23 January 2024

Ventana Research has announced its market agenda for 2024, continuing a 20-year tradition of credibility and trust in our objective efforts to educate and guide the technology industry. Our research and insights are backed by our expertise and independence, and we do not share our Market Agenda or our market research, including analyst and market perspectives, with any external party before it is... Read More

Topics: Customer Experience, Human Capital Management, Marketing, Office of Finance, Digital Technology, Operations & Supply Chain, AI, Analytics and Data

Product Experience Management Value Index Classifies and Rates Vendors

Posted by Mark Smith on 14 March 2023

I am happy to share insights gleaned from our latest Value Index research, an assessment of how well vendors’ offerings meet buyers’ requirements. The Ventana Research Value Index: Product Experience Management 2023 is the distillation of a year of market and product research by Ventana Research. Drawing on our Benchmark Research, we apply a structured methodology built on evaluation categories... Read More

Topics: Marketing, Product Information Management, Operations & Supply Chain

Product Experience Management Requires Next-Gen Digital Technology

Posted by Mark Smith on 10 March 2023

Having just completed the 2023 Ventana Research Value Index for Product Experience Management, I want to share some of my observations about how the market has advanced over the last two years. The product information management software market is quite mature and products from any of the vendors we assess could be used to effectively deliver information to help your organization improve its... Read More

Topics: Marketing, Product Information Management, Operations & Supply Chain

Product Experience Management Market Requires Digital and Processes Excellence

Posted by Mark Smith on 09 March 2023

Having just completed the 2023 Ventana Research Value Index for Product Experience Management, I want to share some of my observations about how the market has advanced over the last two years. The product information management software (PIM) market is quite mature and products from any of the vendors we assessed can be used to effectively deliver information to help your organization improve... Read More

Topics: Marketing, Product Information Management, Operations & Supply Chain

The 2023 Market Agenda for Marketing: Data Takes Center Stage

Posted by Keith Dawson on 24 January 2023

Ventana Research recently announced its 2023 Market Agenda in the expertise area of Marketing, continuing the guidance we have offered for nearly two decades to help organizations derive optimal value from business technology and improve outcomes. By 2025, one-half of CMOs will realize the essential requirement to market their customer experience (CX) as part of the brand values that contribute... Read More

Topics: Marketing, Product Information Management, Digital Marketing, intelligent marketing

2023 Market Agenda: Digitalization Evolves for Business Revitalization

Posted by Mark Smith on 06 January 2023

Ventana Research has announced its market agenda for 2023, continuing a 20-year tradition of credibility and trust in our objective efforts to educate and guide the technology market. Our research and insights are backed by our expertise and independence, as we do not share our Market Agenda or our market research – including analyst and market perspectives – with any external party before it is... Read More

Topics: Customer Experience, Human Capital Management, Marketing, Office of Finance, Analytics, Data, Digital Technology, Operations & Supply Chain, Office of Revenue

The Business and Technology Trends for 2023 and Beyond

Posted by Mark Smith on 13 December 2022

The technology industry has established itself as a pivotal force in its ability to help organizations become more intelligent and automated. But doing so has required a journey of epic proportions for most organizations that have had to endure a transition of competencies and skills that was, in many places, transitioned to consulting firms who were hired appropriately to manage changes.... Read More

Topics: Customer Experience, Human Capital Management, Marketing, Office of Finance, Analytics, Data, Digital Technology, Operations & Supply Chain, Office of Revenue

Why We Need a New Definition for CX Software Platforms

Posted by Keith Dawson on 18 March 2022

The technology underpinning customer experience (CX) is a hodgepodge of tools that have been developed for niche use cases and then expanded to fill broader roles. Examples include the old (CRM, help desk software and speech analytics) and the new (customer data platforms and conversational AI). This is because CX is a set of very specialized processes that happen in different parts of the... Read More

Topics: Customer Experience, Marketing, Marketing Performance Management, Voice of the Customer, Contact Center, Product Information Management, Digital Marketing, agent management, intelligent marketing, Digital Experience Platform

Top Trends in VoC Analytics

Posted by Keith Dawson on 16 February 2022

A formal Voice of the Customer (VoC) program is a necessity for any organization that wants to grow its customer base and differentiate from its competitors. Unfortunately, many organizations have not updated their notion of “formal” in quite a few years. VoC has a contact center component and an enterprise component. They are related, hopefully connected, but not the same. Contact centers are... Read More

Topics: Customer Experience, Marketing, Voice of the Customer, Contact Center, Digital Marketing, agent management

Xactly Advances Support for Revenue Performance Management

Posted by Stephen Hurrell on 15 February 2022

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. This facilitates the needs of the sales department as well as customer experience, marketing and renewals. The concept of RevOps does not yet have a widely shared common definition... Read More

Topics: Sales, Customer Experience, Marketing, Sales Performance Management, partner management, Revenue Performance Management

The 2022 Market Agenda for Marketing: A Digital Experience Revolution

Posted by Keith Dawson on 04 February 2022

Ventana Research recently announced its 2022 Market Agenda in the expertise area of Marketing, continuing the guidance we have offered for nearly two decades to help organizations derive optimal value from business technology and improve outcomes. Marketing technology has enabled chief marketing officers to oversee teams that orchestrate more effective and sophisticated communication and customer... Read More

Topics: Marketing, Marketing Performance Management, Product Information Management, Digital Marketing, intelligent marketing, Digital Experience Platform

2022 Market Agenda: Digital Business Enables Organizational Resilience

Posted by Mark Smith on 24 January 2022

Ventana Research has announced its market agenda for 2022, continuing the tradition of reliability in our efforts to educate and guide the technology market. Our assessments are backed by our expertise and independence, as we do not share our market agenda or our research – including analyst and market perspectives or our Value Index – with any external party until it is published. We review and... Read More

Topics: Customer Experience, Human Capital Management, Marketing, Office of Finance, Analytics, Data, Digital Technology, Operations & Supply Chain, Office of Revenue, Market Agenda

The Transformation of Account-Based Marketing for Revenue Optimization

Posted by Keith Dawson on 29 September 2021

Account-based marketing (ABM) serves as a model for how a complex manual activity can be improved and automated. That does not mean it always goes well. ABM is a practice that many B2B marketers swear by, but it can be very difficult to get a technology-enhanced ABM program up and running. ABM is a method of identifying B2B targets for marketing communications and outreach based on specific... Read More

Topics: Marketing, Marketing Performance Management, Product Information Management, Digital Marketing, intelligent marketing, Digital Experience Platform

Moovila Earns Digital Business Innovation Award for 2021

Posted by Mark Smith on 26 August 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. Our goal is to recognize technology and vendors that have introduced noteworthy digital innovations to advance business and IT. Ventana Research has... Read More

Topics: Customer Experience, Human Capital Management, Marketing, Office of Finance, Operations & Supply Chain

Viamedici Named a Vendor with Merit in the 2021 PIM Value Index

Posted by Mark Smith on 13 August 2021

We are happy to share some insights about Viamedici EPIM drawn from our latest Value Index research, which assesses how well vendors’ offerings meet buyers’ requirements. We published the Ventana Research Value Index: Product Information Management, the distillation of a year of market and product research efforts. To assess functionality, one of the components of Capability, we applied the... Read More

Topics: Marketing, Data Governance, Data, Product Information Management, Price and Revenue Management, Digital Commerce, Operations & Supply Chain, Enterprise Resource Planning, continuous supply chain, data operations, Office of Revenue

Contentserv is a Vendor with Merit in the 2021 PIM Value Index

Posted by Mark Smith on 11 August 2021

We are happy to share some insights about Contentserv CS drawn from our latest Value Index research, which assesses how well vendors’ offerings meet buyers’ requirements. We published the Ventana Research Value Index: Product Information Management, the distillation of a year of market and product research efforts. To assess functionality, one of the components of Capability, we applied the... Read More

Topics: Marketing, Data Governance, Data, Product Information Management, Price and Revenue Management, Digital Commerce, Operations & Supply Chain, Enterprise Resource Planning, continuous supply chain, data operations, Office of Revenue

Field Service Transformation for CX Differentiation

Posted by Keith Dawson on 10 August 2021

Field service is one element of the service-delivery process that an organization must get right or risk alienating important customers and causing friction in the relationship. The customer experience is directly affected by the timeliness, speed and accuracy of on-site work. Consequences of poor performance can hurt revenue, particularly in B2B situations where failures may cause expensive... Read More

Topics: Customer Experience, Marketing, Voice of the Customer, Contact Center, Product Information Management, Digital Commerce, Subscription Management, agent management

Perfion Named a Vendor with Merit in the 2021 PIM Value Index

Posted by Mark Smith on 09 August 2021

We are happy to share some insights about Perfion drawn from our latest Value Index research, which assesses how well vendors’ offerings meet buyers’ requirements. We published the Ventana Research Value Index: Product Information Management, the distillation of a year of market and product research efforts. To assess functionality, one of the components of Capability, we applied the Ventana... Read More

Topics: Marketing, Data Governance, Data, Product Information Management, Price and Revenue Management, Digital Commerce, Operations & Supply Chain, Enterprise Resource Planning, continuous supply chain, data operations, Office of Revenue

Winshuttle is a Vendor with Merit in the 2021 PIM Value Index

Posted by Mark Smith on 06 August 2021

We are happy to share some insights about Winshuttle EnterWorks drawn from our latest Value Index research, which assesses how well vendors’ offerings meet buyers’ requirements. We published the Ventana Research Value Index: Product Information Management, the distillation of a year of market and product research efforts. To assess functionality, one of the components of Capability, we applied... Read More

Topics: Marketing, Data Governance, Data, Product Information Management, Price and Revenue Management, Digital Commerce, Operations & Supply Chain, Enterprise Resource Planning, continuous supply chain, data operations, Office of Revenue