Sales Research Agenda for 2020...technology innovations including: AI & ML, analytics, big data, cloud computing, collaboration, conversational computing, eXtended Reality, IoT, and

Ventana Research Sales Research in 2020

Setting the annual expertise and topic agenda

@ventanaresearch In/ventanaresearchblog.ventanaresearch.com

© 2020 Ventana Research

Mark SmithCEO & Chief Research Officer

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https://www.linkedin.com/company/38266

http://blog.ventanaresearch.com/

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The Strategic Value of Ventana Research

Value:

• We help you discover and guide your unique potential in the business you serve to improve your efforts from our experience.

• Working with our firm in business processes you can elevate your performance through our objective and educational approach.

• Embrace our expertise to help you realize your full potential across entire organization.

Markets

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ResearchExperienceExpertise

Excellence. Independence. Innovation. Reliability. Research. Teamwork.


Mission: We pride ourselves on delivering uniquely

insightful independent research and services through a

tailored, trusted and empathic client experience.

Our Client Commitment: The Ventana eXperience


Ventana Research Expertise Research Agenda

Our Research Agenda and expertise in critical business and technology topics is driven by our analysts’ experience and expertise of business requirements and our knowledge of technology vendors and products.

Through our primary and secondary market research methods, we are able to provide insights and best practices to line of business and IT, and across vertical industries that will help any organization reach its maximum potential.


Ventana Research Expertise Areas

Our business areas of expertise help organizations examine how to innovate and transform their processes and enable their people to effectively execute.

Analytics

MarketingHuman Capital Management

Digital Technology

Data Customer Experience

SalesOperations and

Supply ChainOffice of Finance

Expertise Areas


Digital Technology Unifies Business Experience


Digital Technology Innovation and Transformation

Digital Technology helps organizations innovate and transform business and IT processes to improve efficiency and effectiveness.

Analytics and Data

Internet of ThingsConversational

ComputingCollaborative Computing

Artificial Intelligence Blockchain

eXtended Reality (XR)Robotic AutomationMobile

Computing









Sales Expertise Overview

Improving sales outcomes and revenue are the key to sales effectiveness, and today applications and tools for sales are the path to that improvement. New

applications designed for sales organizations and processes are part of an emerging generation of technology designed for digital effectiveness.

Digital Commerce

Subscription ManagementSales Performance

ManagementSales Enablement

Price and Revenue Management

Product Information Management



Digital Commerce

Overview• Digital Commerce enables any organization to engage with

any type of customer across digital channels – the web, mobile apps, text, voice-activated “agents,” video and social channels and deliver an optimal customer and product experience.

Direction• The customer and product experience for digital commerce is and should be top differentiator.

• Conversational computing will transform customer engagement for digital commerce.

• Renovate digital platform that optimizes customer and product experiences.

Market Research• Benchmark: Digital Commerce (Q2 Launch)

• Value Index: Digital Commerce (Q2 Launch)

By 2021, half of today’s digital commerce systems will be obsolete, lacking the technology needed to provide effective customer and product experiences.





Product Information Management

Overview• Product Information Management is technology that

provides the ability to consistently manage product and related information being used by business processes and consumers to improve product experiences.

Direction• Modernizing PIM to support digital experience across supply chain operations.

• Transition of PIM to cloud will accelerate time to advance value in products.

• Adopt ML and robotic automation for improve product information quality.

Market Research• Benchmark Research: Product Experience Management (Q1 Launch)

• Value Index: Product Information Management (Q1 Release)





Pricing & Revenue Management

Overview• Using big data analytics, machine learning and process

management, price and revenue management technology enables B2B companies to optimize profit margin and sales objectives and achieve consistently better financial results than without technology.

Direction• Pricing and revenue management for B2B and financial services going mainstream. • Big data, machine learning enabling easier to deploy and more robust systems.• Differentiated strategies will drive higher ROE and company valuations.

Market Research• Benchmark: PRM / CPQ (Q1 Launch)• Value Index: PRM / CPQ (Q1 Launch)




Sales Enablement

Overview• Sales Enablement is the intelligent engagement and

execution of sales professionals to customers for optimal revenue outcomes.

Direction• Optimize sales through technology to prioritize selling with right information and preparation.

• Embrace AI that prepares sales with prioritized insights to increase effectiveness.

• Invest into sales enablement that is designed to adapt and automate guidance.

Market Research• Dynamic Insights: Sales Enablement (Q2 Launch)





Sales Performance Management

Overview• Sales Performance Management (SPM) enables sales

to align strategy and planning to the optimal engagement of accounts and territories through use of quotas and compensation to achieve best possible outcomes.

Direction• Managing sales performance requires effective planning of sales process and resources.

• Use of collaboration and planning will optimize engagement of sales performance.

• Adopt SPM to effectively lead sales performance and operations for revenue optimization.

Market Research• Benchmark: Sales Performance Management (Q1 Launch)

• Value Index: Sales Performance Management (Q4 Publish)



Subscription Management

Overview• Subscription Management are the processes and

applications designed to manage the subscriber experience from first digital touch to the engagement and billing of subscription.

Direction• Prioritizing technology for subscriber experience is essential to engage subscribers.

• Automate subscriber operations and financial processes in a continuous manner.

• Embrace subscription platforms to optimize interactions and subscriber experiences.

Market Research• Benchmark: Subscription Management (Q1 Launch)

• Value Index: Subscription Management (Q2 Launch)

Application Areas of Focus for Sales

• Analytics

• Assets and knowledge management

• Channel data management

• Coaching and objectives

• Compensation and incentives

• Configure, price and quote (CPQ)

• Contract lifecycle mgt (CLM)

• Forecasting and pipeline mgt

• Quota and territory management

• Lead management

• Learning management

• Market intelligence

• Objectives and initiatives

• Planning and optimization

• Pricing and revenue optimization

• Recognition and rewards

• Recruiting and hiring

• Salesforce automation (SFA)

• Sales enablement

• Sales talent management

• Subscription management

Technology Areas of Focus for Sales

Product Information Management• Content management • Collaboration • Data, integration and analytics• Digital assets• Master Data Management• Product experience

Digital Commerce• Billing and order management• Integration and analytics• Mobile enablement• Product content and engagement • Site development and optimization

Subscription Management

• Subscriber experience

• Billing and invoicing

• Data, integration and analytics

• Order management

• Pricing optimization

• Revenue recognition

• Subscription information

• Incentives

Our Strategic Differentiator: Market Research


Market Research for Sales

Benchmark Research• Digital Commerce (Q2 Launch)

• Price and Revenue Mgt (Q1 Launch)

• Product Experience Mgt (Q1 Launch)

• Sales Performance Mgt (Q1 Launch)

• Subscription Management (Q1 Launch)

Dynamic Insights Research• Sales Enablement (Q2 Launch)

Value Index Research• CX Suites (Q3 Launch)

• Digital Commerce (Q2 Launch)

• Product Info. Management (Q1 Release)

• Sales Performance Mgt (Q4 Publish)

• Subscription Management (Q1 Launch)


Technology Buyers

• Advisory and Research Services• Benchmark Assessment • Educational Workshops• Market Consultation Service• Research Reports• Technology Assessments• Vendor Selection Guidance

Technology Providers

• Advisory and Research Service• Benchmark Research Services• Digital Content Services• Market Consultation Service• Research Reports• Speaking Services• Strategic Consulting

Our Services for Buyers and Providers Can Help


Mark Smith - Chief Research Officer

@marksmithVR

Passion: A digital technology native and enthusiast who loves the art and science of research for educating technology buyers and suppliers.

Expertise: A founder and head of research, Mark is responsible for the overall business and research direction of the firm and specializes in all aspects of Customer Experience across marketing, sales and service.

Experience: With 30 years of experience and 20 years being a technology analyst, with a decade of work in technology industry as CMO and in product marketing and alliances at companies like Oracle, SAP and IRI Software.

Research: His research covers the full range of enterprise software and business technology innovations including: AI & ML, analytics, big data, cloud computing, collaboration, conversational computing, eXtended Reality, IoT, and mobile technology.

Background: Mark was rated the 2011 software industry analyst of the year by The Institute of Industry Analyst Relations (IIAR). Ranked as one of the top ten technology influencers in 2012 by Human Resources Executive magazine.


https://twitter.com/marksmithvr


Alan Kay – SVP of Research Management

Responsibility: Alan manages the development, publication and syndication of the company’s research projects and other analytic and advisory materials. Alan is a veteran business journalist, newspaper and magazine editor and publication consultant who has written in and directed coverage of many of the areas addressed in Ventana’s research agendas..

Background: He served as executive editor of Corporate Computing and editor of Knowledge Management, and his writing has appeared in BusinessWeek, CIO, Forbes, Fortune, InformationWeek, the Washington Post, Wired, and more. Alan attended Brooklyn College of the City University of New York and Princeton and Yale universities.

@alankayVR

https://twitter.com/alankayvr


Katie Prince – Research Program Manager

Responsibility: Katie is responsible for ensuring the effective operations of research programs and editing written content to ensure its maximum value to the firm.

Background: Katie is an experienced writer and editor who worked as an English professor, a television producer and a newspaper reporter before joining Ventana Research in 2017. She has a BA from St. John’s College and an MFA from NC State University, and has won two Emmys for her investigative reporting and writing.

@KatiePrinceVR

https://twitter.com/KatiePrinceVR


Ryan Swagerty – Director of Content Services

Responsibility: Ryan is the Director of Content Services at Ventana Research. He is responsible for the guidance of production of content deliverables to ensure that they reflect Ventana Research standards while satisfying client needs and ensuring client satisfaction.

Background: Prior to joining Ventana Research, Ryan worked as professional writer and marketing consultant, Director of Operations for the Business Analytics Collaborative, Manager at TM Financial Forensics, and as a Senior Consultant for Navigant Consulting, working with clients on content creation and marketing strategy. Ryan has a B.S. in Business Management from the University of Southern California.

@RyanSwagVR

https://twitter.com/RyanSwagVR

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Ventana Research Sales Research in 2020

Setting the annual expertise and topic agenda

@ventanaresearch In/ventanaresearchblog.ventanaresearch.com


Mark SmithCEO & Chief Research Officer

https://twitter.com/VentanaResearch

https://www.linkedin.com/company/38266


Documents

Sales Research Agenda for 2020...technology innovations including: AI & ML, analytics, big data, cloud computing, collaboration, conversational computing, eXtended Reality, IoT, and