An Outcome-Focused Approach To Revenue Engine Technology

June 15th, 2021

Katie Linford Principal Analyst

Seth Marrs Principal Analyst

With contributor:

Steve Silver

Summary

The rapid development of technologies targeted at B2B marketing, sales, customer success, and product functions has left many organizations with an overly complex, unstructured, underutilized, and overinvested technology stack. This problem is compounded when organizations use a technology-first approach, which centers technology selection on functionality rather than need. An outcome-focused technology approach ensures the optimal tools are in place to support the revenue engine processes that drive the achievement of business goals. In this report, we explain the shortcomings of a technology-first approach, how an outcome-focused approach increases the value of technology, and how to employ this approach to identify the right technology categories for the business.

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