Reviewing Revenue Operations and Intelligence Landscape by Forrester Research
By Max Wickel
June 6th, 2022
Revenue Operations & Intelligence (RO&I) is a new category defined by Forrester Research in their recent Q42021 report: New Tech: Revenue Operations and Intelligence, also referenced by G2 Crowd as the RO&I Vendor Quadrant. Others such as 6Sense, Drift, Clari, and McKinsey refer to the category as Revenue AI or Revenue Growth AI Engine. We can all feel the market shift, driven by the digitization of B2B client interactions and the rise of intelligent data services, where increasingly actionable insights are pushed to Revenue teams to enable a more buyer-centric, transparent, and real-time sales process. We are in the very early days of the Revenue Era, with less than 1% of B2B SaaS and Tech-enabled Services firms, notorious early adopters of Revenue Technologies, which have
Developments in revenue operations and intelligence technology have led to a proliferation of technology investments for B2B sellers. Understanding what needs each revenue growth ai vendor serves, and what features overlap between vendors, helps leaders avoid misallocation of time and budget when making technology investments. One study from Mckinsey and Company found that, “Managers at a typical Fortune 500 company may waste more than 500,000 days a year on ineffective decision making.” Here we explore the most important features for revenue growth AI technology as described by Forrester’s report, New Tech: Revenue Operations AndIntelligence, Q4 2021, and elaborate on how Aptivio addresses these essential functionality elements, making the decision easy for managers.
The functionality of revenue growth AI serves to accomplish three main objectives: · Engagement and Productivity Optimization · Rev Ops Cadence and Forecast Optimization · Revenue Engine Analysis and Optimization
The table below produced by Forrester illustrates the degree of success each functionality segment contributes to accomplishing those objectives for B2B sellers through analysis of industry vendors.
While current late-stage vendors offer functionality in certain segments that are highly influential for achieving success in each objective category, some segments underperform at delivering results. Exploring each underperforming segment reveals why vendors are falling short.
Nonhuman Digital Buyer Interactions Nonhuman digital buyer interactions occur when a user engages with a digital platform without interacting with another end user. For example, think of a user performing a search operation on a website, or clicking on a demo video. At present, late-stage vendors lack appropriate signal arrays to accurately capture and depict this intent data. As a result impacts in each objective category suffer.
Insights for Account Retention and Expansion While current revenue growth AI vendors identify opportunities, they lack adequate insights for account planning, retention, and expansion. Signals that indicate the potential growth or atrophy of an account are important for forecasting and strategizing how to follow up on accounts. Without these insights, end-users miss opportunities that grow sales revenue.
Insight into Buying Group Membership and Role Because buying groups are manifested through predetermined arrays of intent signals, end-users are left working with incomplete or inaccurate buying group members and role information. Without a more granular perspective of who comprises buyer groups, and the roles of opportunities within buying groups, end-users are unaware of if their buying groups capture the full scope of personas they target. Inaccurate targeting or insufficient targeting hinders efforts to optimize key objective areas.
Insight Into Buyer Behavior and Preferences Once leads convert into buyers’ revenue growth AI vendors don’t provide insight into the behavior or preferences of those buyers. Failing to address those preferences, or understand buyer behavior, risks churn as buyers' expectations are not met.
Dynamic Engagement and Activity Guidance The appropriate course of action for following up on the insights delivered by revenue growth AI vendors is not always clear. To drive the most value possible from existing data pools, intelligent orchestration needs to be coupled with action prescriptions. Subjective decision-making on how to follow up on leads inhibits revenue growth as sales funnel dropouts are not mitigated.
Aptivio Segment Functionality
When sourcing vendors for revenue growth AI, Revenue Leaders need to consider how the solution they employ resolves these areas of issue Forrester describes. However, Revenue Leaders run into trouble with finding the right solution because the typical vendor will deliver in one segment but fail to deliver in others. Aptivio serves as the only all-in-one vendor for AI powered revenue growth that succeeds in these areas where other vendors struggle.
Nonhuman Digital Buyer Interactions Aptivio connects billions of data points to illustrate buyer intent. Because Aptivio connects and analyzes billions of data points, the insights delivered through Aptivio’s analysis are more accurate at representing buyer intent than competitor services. Capturing a vast array of buyer intent signals ensures opportunities don’t go unnoticed, facilitating success in each objective category described by Forrester.
Insights for Account Retention and Expansion Aptivio helps B2B sales teams understand the forces shaping a current clients retention or expansion potential. For example, if the client of a B2B seller receives new funding, sales teams are alerted to that information and can use that information to make contact with that client and discuss expanding services to meet the clients growing needs. B2B sellers also benefit from alerts indicating the atrophy of current clients so actions can be taken to prevent churn.
Insight into Buying Group Membership and Role Because buying group members are identified through Aptivio’s array of buyer intent signals, designed in collaboration with B2B sellers, B2B sales leaders are certain that buying groups created with Aptivio are inclusive of all potential target personas. B2B sales leaders are able to dive into these buying groups for more information on the specific role of group members, tailoring outreach to those members and refining targeting efforts drives success in the three main objective areas identified by Forrester.
Insight Into Buyer Behavior and Preferences To prevent churn of current buyers Aptivio delivers risk signals for leads that have already converted. If a current buyer has been researching a competitor service, sales teams can prevent that buyer from churning by addressing the needs that buyer expects from a competitor service.
Dynamic Engagement and Activity Guidance Aptivio’s insights are packaged in highly actionable prompts end users rely on to guide their actions leading to conversion. The confidence sales teams experience by engaging with a platform that prescribes actions translates to increased platform use and higher conversion rates.
The matrix below illustrates the relationship between various vendors and functionality segments that propel revenue growth. As illustrated in this matrix, Aptivio maintains the most robust tool for AI powered revenue growth of any vendor.
Aptivio consolidates pertinent data for revenue operations alignment into a single, easily navigable, revenue growth AI engine. Guiding sales and marketing teams through buyer journeys by equipping them with an all-encompassing resource for revenue operations positions organizations for success. Explore our website here for information on the results we drive for our clients. To learn more about buyer intent AI and how Aptivio is disrupting the revenue growth AI industry, click here.