Why I Joined ISG and the Software Research Office of Revenue Practice

I am excited to announce that I have joined ISG as Research Director for the Office of Revenue practice, where I will lead coverage across a spectrum of revenue, sales and product technologies that shape how organizations operate and engage customers, align go-to-market functions and operationalize growth. This includes CRM, Commerce, Partner Relationship Management (PRM), Product Experiences, Revenue Operations (RevOps), Revenue Intelligence, Sales Engagement and Subscription Management in the evolving ecosystem of applications from AI-driven sales platforms to composable customer technology architectures.

Throughout my career, I have been guided by a single principle: technology should make business more human. The most successful organizations are those that translate data into insight and insight into trust. At ISG, I will continue this mission by helping clients navigate the convergence of applications and intelligent analytics to achieve sustainable revenue growth.

Now is the perfect time to join ISG, as the revenue and sales software landscape is at an inflection point with CRM and its transformation with AI. Organizations are rapidly evolving from disconnected systems and siloed operations to integrated, customer-led growth engines. Mature RevOps organizations align sales, marketing, customer success and finance around shared KPIs, unified data and AI-enhanced decision-making—elevating CRM from a system of record to a system of engagement and intelligence. Modern revenue ecosystems now deliver real-time visibility into buyer journeys, predictive analytics and guided selling insights, empowering teams to anticipate customer needs and accelerate deal velocity.

The partner ecosystem is also transforming. PRM platforms have become essential to ecosystem-led growth, blending automation, AI and data transparency to drive collaboration between enterprises and their partners. These solutions simplify co-selling, co-marketing and marketplace integration, turning partnerships into shared experiences built on trust and measurable performance.

At the same time, AI is accelerating the transformation of revenue operations. Through 2026, one-quarter of sales organizations will replace current applications with those that use AI to optimize sales and revenue performance to maximize outcomes. This shift marks a move toward a more holistic and integrated model of revenue leadership, where insights and actions are synchronized across the full customer and partner journey.

AI-driven automation is redefining how revenue organizations operate, enabling more accurate planning, adaptive forecasting and personalized customer engagement at scale. The pace of decision-making is increasing, as real-time data and predictive analytics become foundational to growth strategies. According to recent research by ISG, emerging capabilities such as decision intelligence, generative AI assistants and digital twins of the customer are already reshaping the connection between strategy and execution. These technologies allow organizations to anticipate buyer needs, adjust go-to-market approaches dynamically and continuously fine-tune performance.

Taken together, these advancements are ushering in a new era of data-driven growth, one that is faster, more intelligent and fundamentally more collaborative. For CROs, this means not only embracing new tools but also reimagining the operating model to compete and win in a connected, partner-enabled world. It is why I see my role as valuable in helping CRO’s connect the dots to obtain greater value.

Equally important to any software investment is the human element. As revenue organizations accelerate their adoption of AI, automation and digital tools, one critical challenge persists: frontline sellers are increasingly overwhelmed by fragmented systems, disconnected workflows and constant context switching. The very tools intended to improve productivity often become a burden contributing to burnout, lower engagement and inconsistent execution. ISG’s unique research perspective will continue to be critical in overcoming these hurdles and why the role of the practice is so vital for our clients. It is these challenges that make it exciting for me to join this dynamic team.

According to ISG’s analysis of revenue software maturity, the organizations achieving the most significant gains are those that reframe software not as another task for sellers to manage, but as an intelligent teammate that augments their capabilities. In these high-performing organizations, automation handles administrative burdens such as data entry, meeting preparation, follow-ups, and opportunity updates freeing sellers to focus on what matters most: building trust, delivering insight and driving consultative value in every interaction.

This shift is not just operational; it is cultural. And it did not happen by accident. It requires intentional leadership from the top. As revenue and sales leaders, your role is uniquely positioned at the intersection of people, process, and performance. You are not just overseeing pipelines; you are shaping the environment in which revenue teams can thrive.

Now more than ever, leaders must serve as the architect of the modern revenue experience—aligning sales strategy with software enablement and human-centered design. This means investing in platforms that reduce friction, championing training programs that emphasize strategic selling and establishing KPIs that reward meaningful engagement, not just transactional activity.

By treating software as an enabler—not a replacement—for human connection, CROs can drive higher tool adoption, shorten ramp times, and unlock greater lifetime value from both customers and employees. In doing so, they create a performance culture where people and platforms work in harmony, driving faster, more sustainable growth.

Revenue leaders are also rethinking compensation and motivation strategies through advanced Sales Performance Management (SPM) systems. These platforms are evolving beyond compensation automation to integrate AI agents that simulate scenarios, optimize quotas and personalize rewards. This convergence of SPM, RevOps and CRM technologies forms the backbone of a new commercial architecture that links seller enablement directly to organizational outcomes.

The future of revenue software will depend on the ability to create connected ecosystems where CRM data, partner insights and AI signals operate in harmony. Enterprises that harness composable architectures and interoperable data models will gain the agility to adapt, scale and personalize experiences in real time. This shift from reactive to predictive operations represents the core mission of ISG’s Office of Revenue Practice: helping clients operationalize intelligence across the entire customer lifecycle. As you follow our research over the next year, one of my core objectives will be to continue to define this ecosystem.

I joined ISG because of its unique ability to bridge insight with execution. ISG’s research methodology, including the ISG Buyers Guides, and advisory depth translate complex software landscapes into actionable strategies for business leaders. As enterprises modernize their customer and revenue ecosystems, our mission is to help them design operations that are intelligent, data-driven, and deeply human.

In an era where every buyer expects personalization and every seller seeks purpose, ISG’s work in the revenue and sales software space provides clarity, confidence and momentum. I look forward to partnering with clients to shape the next generation of connected revenue ecosystems that optimize growth, amplify human potential and redefine what excellence in customer engagement looks like.

Regards,

Barika Pace