Revenue operations and intelligence (RO&I) software organizes prospect and customer data across various internal business systems to measure and analyze every touchpoint on the customer journey. This centralization of information provides revenue insights and more accurate sales forecasts. These solutions capture all interaction activity through various mediums to analyze the successes and failures of the buying journey and create repeatable processes to drive success. Revenue teams use this software to gain more visibility into the revenue pipeline, better manage customer accounts, and report team performance. These solutions provide insights at all levels, including contacts, deal viability, account health, and holistic revenue processes. RO&I software ultimately provides customer success, marketing, and sales teams with one single source of truth for revenue data. These solutions enable organizations to create a consistent sales process by analyzing historical data to better understand buyer behavior and engage accordingly. RO&I solutions can flag and de-escalate risky renewal deals by providing guidance on the next best steps. Some solutions provide insights into the buying group of a customer: who the key decision makers are, who has been engaged with, who hasn’t been engaged with, and how often they should be engaged with. RO&I solutions are ideally used across the entire revenue organization—reps, managers, operations, and executives—to achieve revenue growth across acquisition, retention, and expansion.
RO&I software also better equips revenue leaders by leveraging actionable intelligence to monitor opportunity health and coach reps on best practices based on data rather than opinions. This software ensures that consistent and accurate data is used to make actionable decisions, breaks down information silos, identifies efficiency gaps, and provides transparency across revenue or go-to-market (GTM) teams.
Some solutions that RO&I software often pulls revenue data from include CRM software, marketing automation software, email software, and conversation intelligence software. Based on the data from these sources, RO&I software uses artificial intelligence (AI) capabilities to provide insights that enable GTM teams to operationalize their most successful behaviors, leading to greater revenue.
To qualify for the Revenue Operations and Intelligence category, a product must:
- Integrate with sales and marketing software to capture all interactions throughout the customer’s lifecycle across multiple channels
- Leverage AI to unify customer interaction data across various business systems
- Be intended for use throughout the revenue organization as the single source of truth
- Analyze account engagement and provide AI-driven insights and guidance
- Provide analytics and insights to enhance forecasting accuracy and pipeline management as well as enrich internal business data
- Provide performance metrics on revenue KPIs
