Boost Sales AI Impact with Revenue Action Orchestration: A Gartner Trend Insight Report

Gartner® defined the Revenue Action Orchestration category in research that published in October 2024:

Revenue action orchestration, a new sales technology market, merges capabilities across sales engagement, revenue intelligence and SFA markets into a unified, AI-driven solution. Sales operations leaders can harness RAO to optimize sales velocity and future-proof the sales organization.

The report from Gartner elaborates further:

“RAO is a category of technology vendors that use AI to improve sales productivity. Vendors capture revenue signals into one normalized data model, creating an AI-ready commercial dataset. RAO serves as the primary system of seller action and a single source of truth for sales interactions. For sellers, RAO facilitates AI-guided decision making and helps execute sales actions across multiple channels. For operations, RAO integrates AI into deal management, pipeline analytics and forecasting.”

According to Gartner, there are four architectural pillars to Revenue Action Orchestration. The pillars originate from revenue intelligence, and the actions originate from sales engagement. These combine to deliver sales AI capabilities that lead to better business outcomes, and “together, these capabilities create Revenue Action Orchestration (RAO).”

Gartner, Boost Sales AI Impact With Revenue Action Orchestration: A Gartner Trend Insight Report, By Dan Gottlieb, Steve Rietberg, 1 October 2024

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