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                  Revenue Management

                  Quote.svg

                  Through 2026, the CRM software category will evolve from a system of record to one of engagement so as to effectively optimize revenue across all channels.
                  Stephen Hurrell

                  Stephen Hurrell

                  Director of Research
                  Office of Revenue

                  Revenue Management is a new business imperative to ensure a sustainable business model

                  Our decades long expertise in sales, marketing, customer success and subscription management technology and best practices are complemented by on-going buyer and vendor to research to bring insight and recommendations for suppliers and customers. This unique cross functional insight is crucial to understanding the importance of how new business models, such as subscription and digital commerce are forcing a rethink of managing all sources of revenue.

                  Definition

                  Driven by new business models, such as subscription based recurring revenue as digital commerce are driving a new approach to managing revenue. Companies should no longer focus purely on new business, but should apply equal weight to customer retention and expansion. Revenue Management is the alignment of Sales, Marketing and Customer Success to achieve unified revenue targets.

                  Research Fact

                  Only 10% of organizations have established the revenue management leadership and function to unify the resources and plans for operations across all marketing and sales efforts.

                  Best Practice

                  Leadership needs to drive alignment across sales, marketing and customer success to ensure that teams recognize the importance of coordinated efforts. Technology should support these cross-team efforts, not reinforce silos of data and activity.

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                  Research enables insights from our industry analyst team and market research with our Benchmark Research, Dynamic Insights and Value Index research products that provide facts for decisions.

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