Our evaluation, The Forrester Wave™: Revenue Orchestration Platforms For B2B, Q3 2024, provides the first comprehensive market evaluation of the revenue orchestration platform (ROP) category. Revenue orchestration platforms have emerged as a consolidated solution, integrating functionalities such as sales engagement, conversation intelligence, and revenue operations. As B2B go-to-market teams seek to harness AI to enhance frontline productivity and buyer interactions, ROP vendors leverage both predictive and generative AI to streamline frontline user experience and internal revenue processes as well as effectively orchestrate engagement with buyers throughout their decision journey. Our 29-criterion evaluation sheds light on the following key areas:
- Unified user experiences. Frontline productivity and adoption of technology has been held back by siloed solutions across the tech stack that force users to jump from one platform experience to another to complete their work. By focusing on seamless and functional data integration, combined with increasing automation, ROP platforms can help streamline a frontline user’s daily workflow.
- Impactful AI capabilities. In the current sales technology landscape, where every provider emphasizes their AI capabilities, buyers should prioritize evaluating meaningful features that can significantly enhance productivity or performance. To maximize the benefits of generative AI insights, revenue orchestration platforms should serve as the central hub for all buyer interactions and signals.
- Robust revenue management. Effective engagement generates opportunities that must be managed and forecasted, requiring support for frontline sellers in the form of guidance and coaching. AI analysis and scoring of deal probability and pipelines allied to robust forecasting capabilities enable all levels of the organization to collaborate and align for accurate forecasts. Revenue orchestration platforms embed sales process and methodology guidance into daily activity while increasingly supporting planning for accounts and opportunities in collaboration with buyers.
How Do You Determine Which Solution Is The Best Fit For Your Business?
Forrester’s ROP Wave evaluation will help you understand how the top 12 vendors stack up against 29 strategy, functional, and market presence criteria. Forrester clients can access the full Wave scorecard and dig into the wealth of evaluative information on the scores and scales. This is an incredibly powerful tool. Some of our recently released reports provide additional detail to help guide your decisions, including the larger ROP landscape of vendors:
Three Revenue Tech Categories Converge Into One: Revenue Orchestration Platforms
The Revenue Orchestration Platforms For B2B Landscape, Q1 2024
To learn more about our Wave findings and Forrester’s marketing technology best practices, please request an inquiry.
