All Press Releases for February 02, 2022

Ventana Research Launches Office of Revenue Expertise

Research Director Stephen Hurrell Leads Practice, Insights to Revenue-focused Organizations

Our firm continues to advance the science in how technology can revolutionize the digital innovation required to help organizations establish the readiness to achieve desired revenue targets.

    BEND, OR, February 02, 2022 /24-7PressRelease/ -- Ventana Research today announced its launch of the Office of Revenue practice to support Chief Revenue Officers (CROs) as organizations increasingly adopt this title and a new approach to improving performance and achieving excellence in revenue processes. To achieve their business objectives, CROs recognize the need for software to support digital operations. They need independent and objective research that guides them to best practices and enables them to find the right applications to fit their requirements. Alignment in revenue operations and performance are also necessary across multiple areas including digital commerce, partner management, revenue management, revenue performance management, sales engagement and subscription management. To achieve their business objectives, CROs recognize the need for software to support digital operations and utilizing independent and objective advice and research can guide them to best practices to find the right applications to fit their requirements.

"Now is the time for organizations to enable the revenue management discipline with CROs and leaders working with revenue operations by providing them with the applications and technology that can facilitate the best possible revenue performance," said Mark Smith, CEO and Chief Research Officer of Ventana Research. "Our market advisory and research firm continues to advance the science in how technology can revolutionize the digital innovation required to help organizations establish the readiness to achieve desired revenue targets. We are excited to have Stephen Hurrell, our VP & Research Director, and proven market and product leader help us advance our market efforts to the next level."

The historical focus on a sales organization is transitioning to one centered on revenue and customer growth. This shift requires not only dedication at all levels of the organization but also effective strategy to achieve required objectives. A well-developed revenue plan to motivate current and future talent is essential for the best possible revenue performance. To carry out this mission, organizations need a set of coordinated revenue-related activities, processes and systems that enable the revenue-focused organization, from leadership and operations to the manager and sellers, to operate in a collaborative manner. We call this revenue performance management (RPM).

"While much focus is being placed on analytics and aids to the revenue execution and operations processes, success is as much dependent on planning for and aligning teams along the customer engagement and life cycle," said Stephen Hurrell, VP and Research Director for the Office of Revenue." "Our unique Revenue Performance Management Benchmark Research is designed to better understand the challenges and improvement opportunities for today's leadership across a broad range of revenue supporting activities and a wide variety of industries and organization sizes."

The Revenue Performance Management Benchmark Research initiative examines the extent to which organizations have adopted and benefited from dedicated modern processes, applications and tools. The benchmark research investigates the use of revenue focused efforts in analytics, capacity and resources planning, channel management, coaching, compensation, commissions, incentives, learning, objectives, planning, pricing, quotas, rewards territories, sales and revenue forecasting, and opportunity pipeline management. Ventana Research is undertaking this research program to assess the current state of RPM and the extent to which current technology helps or impedes organizations meeting their goals.

The research is sponsored by Varicent, a comprehensive SaaS company that supports the entire revenue journey from results-driven planning and predictability to growth. Those interested in learning more about or participating in this benchmark research, please click here. Qualifying participants that complete the research survey are eligible for a $50 branded or non-profit gift card incentive.

In February, Ventana Research will also publish its RPM Value Index to help guide organizations on the vendors and products that best provide a product and customer experience requirements. The Value Index, based on the same RFI / RFP methodology widely used by organizations, ensures the assessment and selection of vendors follows a proven and objective process.

About Ventana Research

Ventana Research is the most authoritative and respected market 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.

Ventana Research provides the most comprehensive analyst and research coverage in the industry; business and IT professionals worldwide are members of our community and benefit from Ventana Research's insights, as do highly regarded media and association partners around the globe. Our views and analyses are distributed daily through blogs and social media channels including Twitter, Facebook and LinkedIn. To learn how Ventana Research advances the maturity of organizations' use of information and technology through benchmark research, education and advisory services, visit

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