Market Guide for Revenue Intelligence Technology
Gartner’s market guide for Revenue Intelligence technology published three strategic planning assumptions about emerging trends in how B2B organizations will leverage their data.
- By 2026, 65% of B2B sales organizations will transition from intuition-based to data-driven decision-making, using technology that unites workflows, data, and analytics.
- By 2025, 70% of all B2B seller-buyer interactions will be recorded to extract competitive deal and market insights using artificial intelligence (AI), machine learning (ML), and natural language processing (NLP).
- By 2025, 75% of B2B sales organizations will replace traditional sales playbooks with AI-based guided selling solutions.
Market Definition
Revenue Intelligence technology offers platforms that drive revenue and make selling easier. According to Gartner, “revenue intelligence platforms facilitate the capture of sales activities and coach sellers to anticipate buyers’ needs quickly.” In White Cup’s platform, CRM, BI, and Pricing tools are connected to each other and to your ERP, with built-in automation and workflows. Data is incorporated from sales, marketing, and customer service activities, then amplifies the value of commercial data through focused analytics and reporting. The result is accelerated sales cycles, better visibility of pipeline performance, and more deals closed.
"Revenue intelligence platforms facilitate the capture of sales activities and coach sellers to anticipate buyers' needs quickly."
Market Description
Revenue Intelligence is an all-in-one platform, aggregating functionalities undergoing massive growth. Gartner reported that the first half of 2021 fielded 193% more client inquiries on the topic of Revenue Intelligence technology than in the preceding six-month period. The growth appears to result from the convergence of critical business functionalities such as relationship activity management, prospecting, retention, and pipeline analytics.
Market Direction and Analysis
Gartner notes that the market is evolving rapidly. They anticipate two developments in the short term: solidification of standard features (like sales collaborating and dynamic storytelling using artificial intelligence and machine learning) and consolidation of vendors.
Today, the market focuses on building trust and data literacy by providing easy-to-follow analysis on fundamental use cases such as deal management and pipeline management. Revenue Intelligence platforms “simplify how data (especially activity) is captured, prepared, synced, stored, presented and acted upon.” The platform takes data capture, which has long been a pinpoint for many sales leaders and makes it easy. Thus, teams are empowered to be data-driven rather than reliant on intuition.
Data Stories
Gartner ends their market guide with a prediction about the future of data storytelling. Given the rise of Revenue Intelligence technology we’ll see in the next few years, the burden will shift away from sellers “getting smarter about data” and toward analytics, leaders making it easier for sellers to understand and act on data.”
They expect that Revenue Intelligence technology will eventually compete with a company’s enterprise data science capabilities—all without needing a whole team of analysts or expert data scientists.
