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        Analyst Perspectives

        Those of us who have worked in or alongside sales teams have observed that many sales fundamentals have changed over the years. Yet, in many ways, they have not. One essential that has not changed is sales enablement. How do you onboard salespeople and quickly bring them up to speed? Or, how do you introduce new products and services so the sales team is conversant and knowledgeable about them? In years past, this would have happened at the head office or a regional office, with videos and...

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        Topics: Sales Engagement, Office of Revenue

        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. Unfortunately, this step led, in many cases, to an extended focus on digital transformation rather than the...

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

        The idea of partnerships in business is most definitely not new. Wholesaling through distributors and retailers is centuries old. For some industries, their entire model is selling and servicing through partners. Think auto parts, and the auto part stores visible in most neighborhoods. But what is new is that partnerships are moving beyond this reseller model towards product partnerships, where a seller’s products and services are supplemented by other vendors’ offerings from adjacent and...

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        Topics: Subscription Management, partner management, Office of Revenue

        The topic of revenue operations has been extensively covered recently, not least by vendors extolling the virtues of their particular offering. But as with much of the software industry, vendors often see the market through the lens of their current product capabilities rather than what is necessarily needed. With the rise of the mixed-revenue model that includes subscription and usage pricing as well as one-time sales, combined with the growth in self-service commerce, the result is more teams...

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        Topics: Revenue Management, Office of Revenue, Revenue Performance Management

        Much has been written in recent years on the emergence of subscription management as a new revenue model that both vendors and buyers are embracing as the future. The benefits speak to the value of a predictable revenue stream for the vendor, but more importantly, the advantages to the customer who needs a lower initial outlay, predetermined expense over the lifetime of usage and the ability to cancel or suspend on demand.

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        Topics: Subscription Management, Revenue Management, Office of Revenue

        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 opportunities. Since then, vendors have continued to innovate, and there have been more releases showcasing efforts to aid sales and revenue. And with this continuing innovation, we believe that by 2026, two-thirds of revenue leaders will begin...

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        Topics: Revenue Management, Sales Engagement, Office of Revenue, AI and Machine Learning

        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 easily give lie to this, as parking lots are full, not just at grocery stores but for everyday retail as well as big box stores. Likewise, in business-to-business (B2B) commerce, despite the advertised demise, person-to-person sales are still a major...

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        Topics: Digital Commerce, Subscription Management, Revenue Management, Office of Revenue

        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 organizations may need to undergo a digital platform renovation to optimize customer and product experiences or risk lagging behind competitors. B2B selling and buying are increasingly using methods similar to B2C digital approaches to mirror the...

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        Topics: Digital Commerce, Office of Revenue

        “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, through quote and contract negotiation, to order or contract, invoice and payment. “Quote to cash” and “order to cash” are subsets of this process, with different starting places, but ultimately end in the same place: with a payment for a delivered...

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        Topics: Revenue Management, Office of Revenue

        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 technical presales, or sales engineering. You may ask why this should matter. Aren’t presales engineers all about demonstrations? How could technology – beyond video conferencing – help?

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        Topics: Sales Engagement, Office of Revenue
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        Our Analyst Perspective Policy

        • Ventana Research’s Analyst Perspectives are fact-based analysis and guidance on business, industry and technology vendor trends. Each Analyst Perspective presents the view of the analyst who is an established subject matter expert on new developments, business and technology trends, findings from our research, or best practice insights.

          Each is prepared and reviewed in accordance with Ventana Research’s strict standards for accuracy and objectivity and reviewed to ensure it delivers reliable and actionable insights. It is reviewed and edited by research management and is approved by the Chief Research Officer; no individual or organization outside of Ventana Research reviews any Analyst Perspective before it is published. If you have any issue with an Analyst Perspective, please email them to ChiefResearchOfficer@ventanaresearch.com

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