Data forms the core of every business decision made today. However, disparate and siloed data disconnect processes, technologies, and people across various go-to-market (GTM) teams. Organizations have realized the importance of aligning their sales, marketing, and customer success teams to work together to utilize available data instead of just focusing on individual team goals. This is where revenue operations & intelligence (RO&I) software enters. 

RO&I pulls data from various solutions, including CRM software, marketing automation platforms, and conversation intelligence software, creating a centralized information repository for decision makers and providing transparency across internal teams. G2 has updated Revenue Operations software to Revenue Operations & Intelligence (RO&I) software to better reflect the changes in the market and the functionality of these tools.

Shifting focus to RO&I from revenue operations (RevOps)

For a long time, companies have focused solely on their RevOps, more specifically, their sales operations. Businesses have tried to optimize their sales operations to become more efficient and maximize sales volume by utilizing various sales acceleration software. However, companies are beginning to realize that the other GTM teams’ operations are just as essential and impactful on revenue. Businesses are now turning towards fixing the disconnect between their various teams that have led to siloed decision making. This has caused the emergence of RO&I technologies as a solution. 

How does RO&I software help users? 

Information synergy among the various teams is just one of the benefits of RO&I software.

Businesses can use this software to prevent decisions that use siloed, outdated, or inaccurate data by connecting the people, processes, technologies, and data across internal teams. This leads to informed decisions that can also help maximize revenue opportunities. 

RO&I solutions allow users to understand what engagement strategies have historically been successful and identify opportunities in their pipeline which are not following those optimized processes. Users of this software can also focus on engaging with prospects or customers based on AI-driven insights rather than spending hours on manual data entry. 

These automated features of RO&I software allow businesses to focus on tasks that will drive revenue, whether that is adding new customers, reducing customer churn, or driving a higher volume of marketing qualified leads. 

In addition, RO&I provides a central solution for business leaders to quickly analyze overall GTM performance across sales, marketing, and customer success. This synergy is key to fully comprehending how to maximize GTM operations.

Effective implementation of RO&I

To effectively implement a RO&I solution, there must be a culture focused on RevOps and maximizing the customer lifecycle. Companies can implement these solutions through in-house teams if there is already a RevOps-centric culture, vendor service teams, or other third-party providers. Often, companies will seek support from revenue operations services providers to maximize the potential of RO&I solutions by fostering an environment of adoption.  These providers foster adoption by aligning processes and technologies to ensure data is interpreted consistently, optimize GTM operations, and maximize revenue opportunities.

Another key component to successfully leveraging a RO&I solution is user adoption. Increasing user adoption helps ensure that all GTM leaders utilize the same data and understand its impact across the organization and the customer lifecycle, rather than just its impact on their internal teams’ objectives.

What does G2 data say about RO&I?

Based on G2 data for the Revenue Operations & Intelligence (RO&I) software category, it is clear that RO&I software is becoming increasingly popular and valuable among users. 

The recent increase in traffic is due to many factors, including the convergence of technologies, increased automation, and enhanced interoperability. Still, the most notable factor might be the dynamic nature of this market. Within the past year, this market has seen numerous acquisitions in which RO&I providers have acquired companies to expand their capabilities further or have acquired similar software companies leading to a more consolidated market. 

A key factor of appeal is the ability to quickly implement RO&I solutions and recognize their return on investment within the initial year of implementation. Additionally, the high net promoter score (NPS) demonstrates that users find value in the synergy and alignment of objectives provided by these solutions. 

What does this mean for the future? 

The RO&I software space will likely flourish in the coming years as leaders understand the benefits of data synergy and leverage AI-driven insights across a customer’s lifecycle. RO&I software assists businesses in thoroughly understanding both the successes and failures of interactions, which will further optimize their processes and maximize revenues. Companies may begin to focus on customer renewals as they do now on new sales through enhanced predictable revenue provided by RO&I.