Today’s increasingly complex business environment requires sales technologies that can keep pace with buyer expectations and demands while supporting the organization’s goals (digitalization, flexible work, etc.) - especially during uncertain times. "Hype Cycles and Priority Matrices help organizations to navigate the hype and disillusionment that surround innovations and to identify high-benefit innovations. Executive leaders should use this research to make decisions about investing in the right innovations at the right time." Modus is excited to be named a Sample Vendor in two Gartner Hype Cycle reports this year - CRM Sales Technology and Life Science Commercial Operations.
With the drastic changes in B2B buying interactions, businesses need to create better and more seamless experiences between buyers and sellers. That’s where this new shift to “revenue enablement” comes in. Gartner explains,
“Revenue enablement expands sales enablement’s purview from sales-only to supporting all revenue-generating channels and customer-facing, revenue-generating roles. It leverages revenue technology and uses data and analytics throughout the entire customer journey to create and improve enablement efforts.” 
So, what can revenue enablement do for your business? For years, we’ve heard about alignment across the organization. You enable your teams to work more effectively when you align your sales, marketing, and customer success efforts through revenue enablement. The buyer reaps the benefits of consistent service and messaging throughout their entire journey. This also delivers better visibility so you can adjust on-the-fly to improve the customer experience and gain a competitive advantage.
Sales Enablement in CRM Sales Technology
For CRM Sales Technology, Gartner sees "Revenue enablement platforms subsumed the category of sales enablement platforms as organizations seek to enable functions that are customer-facing and responsible for revenue."
Sales tools that simplify finding and sharing content to attract and win buyers and the ability to work on or offline from anywhere help achieve these goals. In the report, Gartner says:
"Application leaders supporting sales should investigate emerging technologies on the left side of the curve to increase opportunities to create competitive differentiation. They should prioritize technologies with high impact that are more mature and include intelligence and hyper-automation. Then, application leaders should evaluate technologies that will enable resilience in the face of disruptions, and rationalize the technology stack to remove duplicative solutions, and reevaluate those that have not provided ROI."
Modus believes in sales enablement, simplified. We’ve taken a fresh approach to bring businesses the highest value-to-cost ratio in the industry and increased adoption rates for quicker ROI.
Sales Enablement in Life Science Commercial Ops
Within Life Science Commercial Operations, CIO and IT leaders need revenue enablement platforms as they seek out innovative solutions that will help drive operational efficiencies and allow them to respond to change and uncertainty quickly. Gartner reiterates, "This Hype Cycle will help CIOs lean into technological and business change with emerging capabilities that enable the enterprise adaptability necessary to respond to uncertainty and change. Because the path forward is uncertain, CIOs will need to develop a technology strategy that is adaptable, scalable, and resilient to meet new business requirements on demand."
Modus continues to expand our customer base across biotechnology, medical device and pharmaceutical industries while empowering sellers with a modern and familiar app. For a world-renowned genetics company. Modus delivered a platform that enables marketing to have a large content repository that houses everything their sales organization needs to connect with prospects and customers. The platform also allows reps to have both online and offline capabilities since they are frequently on the road and often in more remote locations.
There’s a dual threat in today’s market with more competition than before and market uncertainty. Gartner Hype Cycle reports provide a graphic representation of the maturity and adoption of technologies and applications and how they are potentially relevant to solving real business problems and exploiting new opportunities.
I’ve got a CRM, MAP, SEP and every other acronymed tool. What will a Revenue Enablement Platform do for me?!?
Forbes states that less than 35% of reps’ time is spent selling. Yeah. So if you have a hunch your sellers fall into this stat, a revenue enablement platform can save the day by delivering the most up-to-date and compliant content that leverages AI to learn rep’s behaviors, so they have instant access to their favorite and most-used resources that help them have meaningful, relevant and timely conversations with potential buyers. As a result, reps recoup hours of meeting prep time and spend more time selling.
Another benefit a revenue enablement platform can offer is a digital sales room (DSR). These microsites give buyers and sellers a centralized location for collaboration for increased buyer engagement and access to content that assists in the buying journey. DSRs also deliver helpful buyer intent for better follow-up and understanding of where buyers are in their decision process.
So, do you need another acronym in your sales and marketing tech stack? Well, do you need more revenue?
The Modus revenue enablement platform delivers marketing ROI and sales effectiveness. We understand the need for the most critical and up-to-date content to be distributed by marketing, easily consumed, and then shared with buyers. With more self-servicing buyers than ever, it is vital to provide the right content at the right time to help them make decisions. Modus also sees the need for authentic customer engagement to assist buying journeys and solve common business problems.
Why not check us out - what do you have to lose?!
1 Gartner Inc, “ Understanding Gartner Hype Cycles”, Philip Dawson, Alexander Linden, et al., July 2, 2021.
2 Gartner Inc., “Hype Cycle for CRM Sales Technology, 2022”, Melissa Hilbert, Adnan Zijadic, Ilona Hansen, July 4, 2022.
3 Gartner Inc., “Hype Cycle for Life Science Commercial Operations, 2022”, Animesh Gandhi, July 18, 2022.
4 Gartner Inc. “What Shifting to Revenue Enablement Can Do for Your Organization”, May 30, 2022.
5 Gartner Inc, “ Gartner Hype Cycle: Explained”, 2022
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