Customer Revenue Optimization: Automate Sales or Get Left Behind

Research Note

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Knowledge workers have labored for years to get work done with legacy tools that were unaware of the task at hand. This lack of context has put the onus of understanding on the user. This leads to uneven results as the tools automate activities without evaluating or improving them. Recently, firms like Microsoft, Salesforce, and Google have begun to evolve their offerings to make work more integrated and intelligent as they support automation and are thus changing the game in the race to the Intelligent Digital Workplace.

The missing link has been intelligent support for the sales process, including strategies and best practices, across the organization. Sales executives with the organizational and intelligent support of a customer revenue optimization (CRO) methodology can improve their performance by leveraging feedback and guidance based on experience with real customer data. The potential for continuous improvement is driving the emergence of a new market for CRO tools, applications and platforms.


Research Note Details

Topic: Customer Revenue Optimization
Issues: How will the sales technology market evolve?
Research Note Number: 2019-16

Length: 14 pages
File Size: 1.6 MB 
File Type: Portable Document Format (PDF)
Language: English
Publisher: Aragon Research

Jim Lundy, CEO of Aragon Research

Adrian Bowels, Former Vice President of Research and Lead Analyst