Operations with Sean Lane
The Emergence of Revenue Orchestration Platforms with Forrester's Anthony McPartlin
Jun 21, 2024
Anthony McPartlin, a Principal Analyst at Forrester specializing in emerging tech trends, dives into the fascinating world of Revenue Orchestration Platforms. He discusses how these platforms consolidate various tools like sales engagement and conversational intelligence. Anthony highlights the impact of generative AI on this evolving landscape and emphasizes the clash between integrated and best-of-breed solutions. He also shares insights on the need for businesses to prioritize outcomes over just technology.
39:34
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Quick takeaways
- Revenue orchestration platforms consolidate various functionalities to help organizations enhance growth and profitability amidst economic challenges.
- Generative AI is poised to disrupt revenue orchestration by automating mundane tasks, increasing productivity, and reshaping the role of sales professionals.
Deep dives
Understanding Revenue Orchestration Platforms
Revenue orchestration platforms represent a new category in sales technology that consolidates various functionalities from sales engagement, conversational intelligence, and revenue intelligence. This evolution emerged in response to organizations facing pressure to enhance growth amidst economic challenges, shifting focus from pure revenue to profitability. Companies such as Gong, Outreach, Sales Loft, and Clary have adapted their offerings through strategic acquisitions and enhancements, leading to a more integrated approach within their platforms. Consequently, these platforms now provide a comprehensive solution for revenue teams that seek to optimize customer lifecycle management and enhance operational efficiency.
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